Makeup makeover: Economy forces shift to cheaper products

In a struggling economy, beauty necessities quickly become luxuries when budgets shrink. Even makeup regimens must adapt to leaner times.

Many people, like Salt Lake native Amy Maddux, are making the switch from more expensive department-store makeup to more affordable drugstore products.

Maddux recently replaced her MAC mascara with Maybelline, estimating she has saved herself about $20. She said this change was a direct result of the sluggish economy.

"Now, I pay attention," Maddux said. "Before, I was just buying things. I've also started to wear less makeup. I go shopping less, so I don't splurge as much."

Though she was willing to downgrade her mascara and pare down her beauty routine, there are certain products in which she still indulges.

"I switched to a cheaper mascara, but I stick with my more-expensive moisturizers, face soaps, foundations," Maddux said.

According to makeup experts, Maddux made the right move. Makeup and skin-care artist Isaac Meyers, whose clients have included Rihanna and Paris Hilton, said quality skin care is key.

"In order to have great beauty, you need to have good skin," Meyers said. "Skin care is very important … so you don't have to use a lot of makeup on the person. Most people don't want a lot on their face, they just want something quick and a routine that's easy without a lot of fuss."

While he advised against making cuts in the skin-care department, Meyers said there are many drugstore beauty products that he uses and even prefers to more-expensive department-store brands.

"I really love the Maybelline New York Lash Stiletto mascara that they just released, and I also love the one in the big yellow tube called Colossal Lash," he said. "I always say, if you're going to drugstore, go L'Oreal or Maybelline, because L'Oreal is a division of Lanc?e."

Meyers said that he did an experiment comparing department-store favorite Lanc?e Hypnose with CoverGirl's Lash Blast, and "that CoverGirl one won. I was very surprised." Meyers said that another drugstore product that can hold its own is L'Oreal's True Match foundation.

"I like L'Oreal True Match, because it's water-based and blends in with every skin tone I've worked with," he said. "Revlon ColorStay is good for a matte, photo-shoot look, but True Match looks best for everyday. It's water-based, oil-free and SPF 10."

Another, larger trend affecting the beauty industry is the emphasis on products that are organic, natural or "green." This has led to the emergence of mineral makeups, which local film-makeup artist Laurie Vukich praises for achieving beautiful skin.

"I recommend a good-quality mineral makeup," Vukich said "It's important for me to make the skin as healthy as possible. If you have a good base, you can make anyone look beautiful."