After 18 months in trainers and elasticated waists, we want easy-to-use beauty products, too
I keep reading about “The New Roaring Twenties” – that is, the prediction that we’ll be so overjoyed when the Covid crisis is “over” that we’ll all flapper dance into a life of decadence, glamour and excess. This strikes me as marketeer’s optimism. I can’t wait to go dancing again, but I doubt it will be in heels and binding clothing after 18 months of comfy lounging in trainers and elasticated waists.
The same, I think, applies to makeup. Our expectations have shifted, at least semi-permanently, and smarter brands will focus on quick, easy-to-use beauty products that surrender neither comfort nor joy as we acclimatise to post-Covid life. L’Oréal Paris has nailed this thinking with one of my favourite launches of the year. And I’m delighted to say it’s a bargain. True Match Tinted Serum (£13.99) takes a plumping, 1% hyaluronic acid skincare serum and tints it with sheer pigment to give light, healthy-looking coverage to all skin types, dry to oily.
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