It’s National Lipstick Day today — Wednesday, July 29. It’s a strange time to celebrate, however, as our lips are all hidden behind masks — unless we’re at home on a Zoom call or taking a photo for social media. 

Beauty brands are still making lipstick a ‘star’ today, and celebrating with sales. MAC Cosmetics is giving beauty fans a free full-size lipstick with every $30 purchase. Colourpop is offering 25% off all of its lip products.

The team at Maybelline came up with a clever way to take part in the festivities on social media, with its #matteinkchallenge, just as another social media trend, #challengeaccepted, becomes popular, promoting women’s empowerment. Maybelline is asking beauty fans to try its transfer-proof SuperStay Matte Ink liquid lip color under a mask. Watch the demonstration by @gemsika on Instagram in the video below.  

Who created the ‘holiday’? Huda Beauty, according to the National Day Calendar. Huda Beauty is celebrating with a BOGO promotion on all its lip products.   

Is the Lipstick Index Still Relevant? Leonard Lauder Talks About the Term He Coined 

WWD spoke to Leonard Lauder about the Lipstick Index, a term which he coined in 2001 as lipstick sales spiked during a recession. Lipstick often becomes an affordable luxury during tough times, however this year during the pandemic, it is different. Makeup sales are down, and hair care is up. 

Commenting about why this year is so different, due to Covid, Lauder tells WWD, “In previous economic recessions, most people’s everyday lives were impacted, but the overall way they interacted with others and led their lives didn’t change fundamentally. We’re now in a situation where we are being advised about staying away, being careful about shopping. It is difficult to say when or what our habits will be when it comes to the new normal and what that new normal will be.”

During a conversation hosted by NPR, Pandemic Puts An End To The Lipstick Index, Jennifer Spaulding Schmidt, senior partner at McKinsey & Company, and Kelly Dobos, a cosmetic chemist in Cincinnati, declared, “…kiss the lipstick index goodbye, and say hello to a new economic indicator…I think we’re seeing the new nail index.” 

Photos: Colourpop’s Creme Lux Lipstick and Huda Beauty

 

 

 

 

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Challenge accepted @mzl4wson @makeupinthecities_africa #matteinkchallenge #maybellinesuperstaymatteink #superstaymatteink #makeithappen #maybelline

A post shared by Pearl (@gemsika) on Jul 29, 2020 at 5:35am PDT