Traditionally the British have a strong culture in terms of caring about their personal hygiene and appearance. But the influence of social media means they are now more concerned with looking ‘picture perfect’ than ever before, with easier access to the tricks of the trade required to present their best face to the world.
This, of course, was good news for the UK’s colour cosmetics market – the fastest- growing category of the overall beauty and personal care (BPC) market – which rose 5.9% in 2014-15 to reach US$2.96bn, according to Euromonitor International.
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