Free makeup masterclasses set to take place today at makeup counters in Boots across the UK, and online. Big brands, like NYX Cosmetics, are teaching customers how to create cheap but effective Halloween looks.
The beauty industry has taken a huge hit as a result of the cost-of-living crisis post covid, with many brands struggling to stay afloat as, to many, makeup is a luxury. Educational brands like L’Oreal and NYX intend to impose ‘a positive impact’ on their customers as many brands are simply not affordable.
This week’s events are unlike a typical masterclass where customers pay for a lesson, and are persuaded to buy products. The Halloween masterclasses running in Boots are simply for educational purposes, and customers will each receive printed instructions and a real-life demonstration on how to achieve popular Halloween looks, with no expectation to spend money.
A global study by Worldpanel revealed that the Covid-19 lockdowns are massively to blame for the transformation of the beauty market. Since 2019, weekly makeup usage has fallen by 28%, and lipstick usage down 40%. Women have adapted to simpler makeup routines as the study also identified that shoppers are opting for less high-quality makeup.
Makeup artist, Nadina, at Leeds Boots said; “Our main goal for today is to ensure our customers can produce fun makeup looks at home. We are here today to show the general public how to use products in order to get the desired effect for this week.”
She added; “We are handing out goodie bags with our favourite Halloween products as we want to see people getting excited again about using and experimenting with new makeup.”
You must be logged in to post a comment.