因为戴口罩，眼妆眉妆产品销量大增

From July 24, face masks will become mandatory¹ for those visiting shops and supermarkets in England. As face coverings become part of the new 'normal', sales of eye and brow make-up have soared throughout lockdown.

从7月24日开始，在英国逛商店和超市都必须戴口罩。随着口罩成为新常态的一部分，眼妆和眉妆产品在封锁期间销量大增。

 

In fact, since reopening their doors to customers in mid-June, retailer² Primark has sold almost 800,000 sets of false lashes³. Instagram has also seen over 14,000 posts using the hashtag #maskmakeup over the past month, proving that eyes have become the focal point of our faces.

事实上，自从六月中旬开门营业，英国零售商Primark已经卖出了近80万套假睫毛。过去一个月，人们在Instagram平台上使用#口罩妆标签发的帖子超1.4万条，证明眼睛已经成为我们面部的焦点。

 

The increased use of face masks has impacted make-up sales. “Categories such as eye liner, mascara, eyeshadow and brow products will see an increase in usage while the bottom half of the face remains⁴ hidden,” Margaux Caron, global beauty analyst⁵ for Mintel, told The Telegraph recently.

口罩使用的增加对化妆品销量造成了影响。市场研究咨询公司英敏特的全球美容分析师玛尔戈·凯伦近日告诉《每日电讯报》说：“在下半部分脸被遮盖时，眼线笔、睫毛膏、眼影和眉妆产品等类别的化妆品使用量将会增加。

 

"By contrast, lip products will suffer from this new habit with categories that smudge easily like liquid lipsticks⁷ and glosses⁸ particularly impacted.” 

“相比之下，唇妆产品将会因为戴口罩这一新习惯而受到冲击，那些容易被蹭花的液体唇膏和唇彩等产品尤其受影响。”

 

戴口罩化妆时需要注意以下三件事

 

Pick a longer-lasting⁹ foundation

选择更持久的粉底

 

Wearing masks will likely change the types of foundations and concealers we use. "Foundations and face products that do not transfer on masks will gain popularity as consumers will still aim for even skin tone on exposed areas of their face,” says Caron. “This will challenge the enduring ‘glow’ trend, and will likely be replaced by matte products that provide long-lasting coverage¹⁰ requiring limited to no upkeep throughout the day."

 

佩戴口罩会改变我们使用的粉底和遮瑕膏的类型。凯伦说：“不会蹭到口罩上的粉底和面部产品将会更受欢迎，因为消费者仍然希望暴露的脸部区域拥有均匀的肤色。这将会给经久不衰的焕彩风潮带来挑战，焕彩粉底将可能被持久不脱妆、几乎全天不用补妆的哑光粉底所取代。”

 

Invest in more eye and brow products

购买更多眼妆和眉妆产品

 

Consumer habits have already started to change. In new research by The NPD Group, it was found that since the start of lockdown, mascara sales are up 55 percent against the previous year, and eyebrow¹¹ products up by a staggering 78 percent - likely to be a result of the closure of salons¹² providing threading and waxing treatments.

 

消费者的习惯已经开始改变。NPD集团的新调查发现，自从实行封锁以来，睫毛膏的销量相比去年上升了55%，眉妆产品销量飙升了78%——这可能是提供除毛和脱毛服务的美容院关门的结果。

 

As we wear masks on a more regular basis now, it might be good to invest in a longer-lasting mascara and brow product. 

由于人们现在经常戴口罩，购买效果更持久的睫毛膏和眉妆产品也许是个好主意。

 

Keep lips protected with a balm 

使用润唇膏来保护双唇

 

“Lipsticks should be swapped¹³ for more long lasting balms," says make-up artist Lan Nguyen-Grealis. "If you can’t live without your favourite lipstick⁶ then blot¹⁴ away until there is no transfer. It’s like wearing your favorite lingerie but no one sees it.”

化妆师兰·阮-格拉利什说：“你应该用效果更持久的润唇膏来替代口红。如果你离不开你最爱的口红，那么就将口红吸干，直到不会蹭到口罩上。这就像你穿着自己最爱的内衣，但没有人看得见。”

分享到：