Hands up if your lipsticks haven’t seen the light of day since the lockdown began. While your pout perfecters are gathering dust and the ‘statement lip’ has been shelved (for now), our eyes are becoming the focus during this difficult time. Dubbed the “eyeliner effect”, there has been a surge in eye makeup sales – from lashes to liners and everything in between – according to a recent report in Business of Fashion. But why?
Well, for starters, no one wants to be caught off-guard with bedhead and puffy peepers in a last-minute Zoom meeting. A quick slick of liner and mascara instantly makes you look more groomed and awake, even if you have just rolled out of bed. Secondly, there’s the matter of mandatory face masks. You can’t leave home without one and, seeing as most of your face is completely covered, your go-to red lippy is unlikely to help. Your eyes, however, are still on show for the world to see. So, by dressing them up a bit, there’s a sense of normality from bringing back a part of your pre-pandemic beauty routine – and a boost of self-confidence to boot.
Just think of the “eyeliner effect” as the 2020 equivalent of the “lipstick effect”, a term dubbed by Leonard Lauder, chairman of Estée Lauder Companies, to describe the surge in lipstick sales following the 2001 terrorist attacks that deflated the American economy – consumers tend to spend more on small luxuries during tough economic times.
A small pick-me-up, such as a fancy eyeshadow palette or designer lipstick, is much more manageable than this season’s “It” bag, and these affordable luxuries are crucial in keeping countless people worldwide connected to their pre-lockdown lives. So, whether you’re headed to the grocery, permit in tow, or simply in need of a little cheering up while you do some chores around the house, it’s time to let your eyes do the talking.
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