The mask hides half of our face, so the trend of declining lipstick sales is not surprising • Alongside this, there has been an increase in lip care products and eye makeup

• An increase in eye makeup

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In recent months we find ourselves walking around with a mask that hides half of our face. This fact has become our grooming routine, so eye makeup has become more important than color on the lips hidden under the mask.

Data from recent months do show that Israelis' consumption habits have changed. The Super Pharm chain reports that there has been a 15.5 percent decrease in the demand for lip makeup compared to the same period last year. There is also a nine percent drop in sales of make-up and blush products. At the same time, there has been a 3 percent increase in demand for eye makeup products and a 12 percent increase in facial skin care.

The Pharm BE chain notes that at the beginning of the Corona period, there was indeed a significant decline in all sales of makeup products, and especially in the lipstick category. Now, however, with the advent of a new makeup routine, there is stability in lipstick sales, and consumers are choosing to buy more than ever the long-lasting formulas and lipsticks that are fixed and remain on the lips over time.

"Within the lip categories, there is an increase in sales of lip pencils because they are designed to emphasize the contours and strengthen the lip tone, which eliminates the use of lipstick that can be smeared under the mask," says Galia Toren Chen, strategic consultant and beauty expert at the Pharm Be chain.

According to her, there is an increase in lip care products such as lip peels and various ointments that treat dryness, which were sold during the winter. "Now the Israelis feel the need to nurture the area of ​​the lips and around them more, since this is an area on the face that has been damaged due to many hours under a mask."

Another step that the Be chain is initiating these days is a worthy replacement for testers to illustrate the color of the lipstick without the need for contact. The beauty expertise in the branches has been equipped with an app that has photocopied illustrations of the shades of all the existing lipsticks.

The percentage of lipstick sales online is also declining. Michal Gaito Elbaz, CEO and founder of the Guilty website and the professional makeup brand OFRA, notes that there is a 30 percent decrease in the sale of lipsticks compared to last year, while there is an increase in sales of lip care and eye makeup products. An increase in lip balm products. "If the lip care category was popular during the winter when the weather is dry, today, in the middle of summer, Israelis buy more products that will nourish the facial skin and lips, along with an increase in eye makeup, mascaras, false eyelashes and eyebrow products."

Ganit Alon, VP of Marketing and Digital for the Jade brand, says that, "The decline in sales is not only due to the need to wear a mask. Also because of the economic situation, more women are now calculating and thinking in advance about what to spend money on. Due to the corona it is not possible to experiment with the products because there are no testers. At the moment all the companies and we are also looking for other solutions to the issue of testers and product experience. At the points of sale we see other buying habits, women buy the product they use on a fixed standard, they do not delay, pay and leave. "

Lior Cohen, a makeup artist from the makeup brand Eyal Makeup, gives tips for applying lipstick that will last under the mask, "Take the make-up brush, with the little residue left on it from putting on the make-up and go with it on the lips. "Next, continue to fill all the lips with the pencil. After applying the lipstick with the desired color, dust the powder with a transparent bulk over the lips that will help with final fixation and leave the lipstick on all day."

4 lip care products and lipsticks

Eyal Makeup, a new series of long-lasting lipsticks called 'DIRTY TALK with a matte look. Price: NIS 129 (launch price in July NIS 103).

Lalin, a moisturizing lipstick for soothing and lip care, including shea butter and a sunscreen used for SPF 30. Price: NIS 39.90.

Dr. Skin, a therapeutic lipstick for dry lips, including sun protection SPF 50+. Price: NIS 40

Mack, 'Lip Conditioner', a moisturizing balm with a gentle shine that gives moisture and softness to the lips. Price: NIS 92.