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4 Secrets Beauty Experts Swear By For Photoshoots

We live in a world where every day we take photos of ourselves – pictures to post on Instagram and selfies to send to our friends. So with that in mind, it’s only natural that we want to look flawless in our photos. The problem is that no matter how hard we try to take the perfect picture, sometimes, we just can’t seem to get it right.

The key to looking flawless on camera is simple – using the right beauty products. As any beauty expert will tell you, when it comes to looking good in photos, all you need to do is tweak your daily beauty regime. To ensure that your face has the wow factor in your next photo or selfie, take these four beauty secrets on board.

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  1. Eliminate puffiness

Have you ever wondered why your face looks a little too full in photos? Well if you’re prone to puffy skin, this can have a major impact on how good you look in pictures. It’s not just our eyes that are prone to puffiness, although the eye area is the most common place for puffiness to occur. As any beauty pro will tell you, any area of our faces can puff out, thanks to excess water.

The key to reducing facial puffiness is removing the excess water from your face to help give it a slimmer look. There are plenty of products on the market that can help you to do this. However, facial masks and wraps tend to have the best results. To find the most suitable one for you, do some shopping around.

  1. Prime your skin

If you want a smooth and clear complexion in pictures, never go without a primer. Cleanse your face and then apply a perfecting primer – this will help to blur imperfections and give your skin a smoother finish. You can wear primer alone, or under foundation, depending on how much coverage you need.

  1. Perfect your makeup

The key to looking good in photos is perfecting your makeup. As any beauty expert will tell you, for the perfect picture, knowing how to properly apply your makeup is a must.

Start off by creating a beautifully blended base. Be choosy about the foundation that you pick, opt for a product that works well with your skin’s tone and texture. To change the shape of your face, to make it look more streamlined, don’t forget to contour.

With the right contouring product, you can create a photogenic v shape face for perfect selfie. So it’s crucial that you pick what contouring product that you use, carefully. If you’re unsure how to contour correctly, check out a couple of tutorials online. (Youtube has some amazing ones, so it might be worth looking on there.)

If you suffer from dark under eye bags, use a yellow-toned concealer to hide them. There’s nothing worse than looking tired in photos, is there? That’s why it’s so important that you learn to hide dark circles so that you don’t look tired in your pictures.

  1. Bronze and highlight

If the camera that you use to take your pictures and selfies uses flash, you may end up looking washed out in photos. Camera flashes might make images clearer, but they’re a nightmare when it comes to the look of your skin.

On your cheek bones, dust a little bronzer to add color. This will help to prevent you from looking too washed out in photos, for this, a cream blusher tends to work better than a powder one. To draw attention away from ‘problem areas’ use a highlighter. Well applied highlighter will reflect the light from the flash away from those areas that you want to hide, helping to give you a more flawless look.

So what do you think? Could any of these tips from the experts help you to take a more beautiful photo or selfie?

 

Stay Stylish And Save Money With These Tips

December is finally here, which means that it’s now officially winter. As well as dreaming of snow, chic tree decorations and all that yummy Christmas food. There’s probably one other thing on your mind –  your winter wardrobe.

Come winter, and all the most beautiful scarves, polo necks, ankle boots, and bobble hats appear, as if by magic. Not to mention all those beautiful sparkly dresses, perfect for those office parties you’re sure to attend.

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We would all love to treat ourselves to a whole new winter wardrobe.  But sadly, with presents to buy, the reality is that many of us can’t afford to treat ourselves. Or can we? Money might be tight, but that doesn’t mean you can’t upgrade your winter wardrobe.

Want to stay stylish this winter without breaking the bank? The good news is, with these tips, you can.

Buy from wholesale sites

Have you ever wondered how some people always stay in style, even when they’re skint? Wholesale sites are the answer – these are the gems of the fashion world.  These sites offer reduced prices on various items, making it easier and more affordable to stay stylish. From clothing sites to online accessory stores, if you look around you can find some incredible deals.

The best part about buying from these sites is the fact that the quality tends to be high. Although items, like wholesale bags, are affordable, they tend to be well made, and of course, stylish. They’re not knock off designs; they’re well-designed items sold at discounted prices. Pretty amazing, right?

Sell unwanted clothes

The chances are that you have a few items in the back of your wardrobe that you never wear, am I right? If money is tight, but you need to update your wardrobe, have a clear out and sell what you don’t want.

As long as the bits you’re selling are in good condition, you should make a tidy profit.  Obviously, the brand of the item will affect how much it’s worth – designer items will always go for more money than high street ones.

Where you choose to sell your old clothes is up to you, but websites like eBay and Vinted are great for selling pre-loved items on. Facebook selling and swap groups can be great for selling unwanted clothing  – so make sure to check these out. Any money that you make from selling your unwanted items can go towards your new wardrobe.

Take advantage of discounts

The key to being fashionable when money is tight is shopping the sales. Oh yes, sales really are a skint girl’s best friend. If you notice that a store is having a deal day, take advantage and have a browse. The chances are that if you look hard enough, you’ll find the odd gem to two.

To ensure that you don’t miss any discounts offered by your fave stores, sign up for email updates. That way, you’ll automatically be notified when there is a sale or discount day on.

When it comes to sales, many stores offer as much as 50 percent off. When money is a little tight but you still want to look stylish, taking advantage of these deals is a must.

It may seem almost impossible to be stylish when money’s tight, but it doesn’t have to be.

 

Reasons to Try Laser Hair Removal

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Laser hair removal treatments can be found in clinics everywhere these days. You probably even know people who have had the procedure done themselves. The question is why should you try it? Here are some reasons to think about.

Laser hair removal treatments can be found in clinics everywhere these days. You probably even know people who have had the procedure done themselves. The question is why should you try it? Here are some reasons to think about.

Laser Treatment Appointments Are Quick and Easy

The first thing that draws people to using lasers to treat their unwanted hair is that it’s a great way to save time. Each appointment should only take around an hour. You might be wondering how that’s a time saver if you have to go to the clinic every week, but you don’t. You won’t need laser treatments as often as you shave or wax.

The thing to keep in mind is that only part of each hair shows above the surface. Each hair is a lot longer than you think. Picture it as being like a tree with roots growing underground. Hair is the same way. Shaving is like chopping a tree down. You slice the hairs off at the surface. Having a laser treatment is more like digging down and attacking the root system as well. That means that it will take a lot longer before you see any hair come back in the area that you had treated.

If You’re Sick of the Pain of Waxing, They’re a Great Alternative

Another reason to have a laser treatment to get rid of hair is that they aren’t very painful at all. In fact, they can remove hair with nothing but maybe a warm feeling and a slight feeling of having something gently snapped against your skin under most circumstances. If you experience anything worse than that at the time of treatment, you should ask your technician to stop. It generally means that there is some sort of unforeseen issue that needs to be addressed.

There Should be Almost No Side Effects

As for your post-procedure routine, you should be able to get back to your regular activities that day. You shouldn’t have any lasting negative effects except maybe a little redness right after your appointment. By a day or so later, it should be completely faded out. There are rare instances where blisters and other side effects have occurred, but that shouldn’t happen as long as you are being treated by a professional who knows exactly what machine to use on someone with your type of skin.

You’ll See Some Good Results Immediately

Instant gratification is another reason why laser hair removal is so popular with so many people. you can literally watch the hair disappear right before your eyes. The machines are so accurate that you won’t even have to worry about stray hairs like you might after shaving. Every single one of them in the area where the machine is focused should vanish.

Just Keep in Mind That You’ll Need Several Treatments

Of course, not everything about these types of procedures is instant. You will need to make a series of ongoing appointments in order to keep the hair from coming back. But, as mentioned earlier, the time it takes to grow back will be a lot longer than if you shaved or waxed. So, you won’t need appointments every single week.

The first thing that draws people to using lasers to treat their unwanted hair is that it’s a great way to save time. Each appointment should only take around an hour. You might be wondering how that’s a time saver if you have to go to the clinic every week, but you don’t. You won’t need laser treatments as often as you shave or wax.

The thing to keep in mind is that only part of each hair shows above the surface. Each hair is a lot longer than you think. Picture it as being like a tree with roots growing underground. Hair is the same way. Shaving is like chopping a tree down. You slice the hairs off at the surface. Having a laser treatment is more like digging down and attacking the root system as well. That means that it will take a lot longer before you see any hair come back in the area that you had treated.

If You’re Sick of the Pain of Waxing, They’re a Great Alternative

Another reason to have a laser treatment to get rid of hair is that they aren’t very painful at all. In fact, they can remove hair with nothing but maybe a warm feeling and a slight feeling of having something gently snapped against your skin under most circumstances. If you experience anything worse than that at the time of treatment, you should ask your technician to stop. It generally means that there is some sort of unforeseen issue that needs to be addressed.

There Should be Almost No Side Effects

As for your post-procedure routine, you should be able to get back to your regular activities that day. You shouldn’t have any lasting negative effects except maybe a little redness right after your appointment. By a day or so later, it should be completely faded out. There are rare instances where blisters and other side effects have occurred, but that shouldn’t happen as long as you are being treated by a professional who knows exactly what machine to use on someone with your type of skin.

You’ll See Some Good Results Immediately

Instant gratification is another reason why laser hair removal is so popular with so many people. you can literally watch the hair disappear right before your eyes. The machines are so accurate that you won’t even have to worry about stray hairs like you might after shaving. Every single one of them in the area where the machine is focused should vanish.

Just Keep in Mind That You’ll Need Several Treatments

Of course, not everything about these types of procedures is instant. You will need to make a series of ongoing appointments in order to keep the hair from coming back. But, as mentioned earlier, the time it takes to grow back will be a lot longer than if you shaved or waxed. So, you won’t need appointments every single week.

5 Secrets Professional Makeup Artists Don’t Want You To Know!

We all feel the same exasperation when it comes to our makeup, we try so hard, but we still don’t ever look like Angelina Jolie. You can spend forever surfing Pinterest looking for the perfect smokey eye, only to replicate it and look like you have been given two black eyes. You may have gotten to the point where you just think ‘it’s me that’s the problem. Practising in front of my mirror in my bedroom just doesn’t cut it, I will never get that professional look.’ Well, that’s where you’re wrong. I have found these tricks that the experts use! Here are the secrets that makeup artists are keeping to themselves.

  1. Work To Your Face Shape

This is so important! We are all individuals, and what works for one person definitely will not for the next. Beauty comes in many different forms, and the makeup artists know this! The huge beauty trend right now is contouring. But you can’t just copy how Kim Kardashian has done hers, as she most likely has a very different face to yours. Contouring is all about exaggerating your best bits. Scour Google for a girl contouring with your face shape, and copy her instead!

  1. Mix Your Foundation Color

Again, everyone is different. It’s impossible for cosmetic companies to cater for everyone, meaning the majority of us have to compromise. The professionals, however, would do no such thing! They mix different shades together to match their client perfectly. So why don’t we do this too! Using products like skin illustrator makeup, we can mix shades together to match our own shade of skin. No more embarrassing lines!

  1. Primer Is Your Best Friend

Primer is a very underrated piece of kit. We should be applying primer before beginning our makeup so it lasts longer. But do we ever bother? Do you ever see us bloggers reviewing the latest primer? No! But we should be. Primer should be applied all over your face to give your makeup some durability. You should also get a separate primer for eyeshadow. Industry experts recommend this to be applied right up to our eyebrows, so they hold their shape and color too.

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  1. Stock Up On Tools

Tools are an absolute must for any makeup lover! You may think that your one lonely eyeshadow brush has got you covered, but you are wrong. Ideally, for eyes you should have at the very least small brush to apply the eyeshadow, and a larger fluffy one to blend shades. Lip brushes are another must, as a lipstick just isn’t accurate enough to give that professional finish. Other tools such as eyelash curlers and eyebrow brushes are other must-haves if you want your makeup to have the edge on everyone else.

  1. Learn Your Color Matches

This part does need some research. It is very important to match the colors you are applying with your face. Eyeshadow, blush, and lip color should all have this consideration. Your tone of skin, hair color and eye color will all determine this. One general rule of makeup artists is to play with opposites when it comes to your eyeshadow color. Go for a shade opposite to your own eyes on the color wheel. So for example, if you had green eyes you should consider reddish eyeshadow according to the experts!

So what do you think? Could any of these expert secrets help you to sort out your slap? Let me know!

 

Why You Should Worry About Ageing Now

Taking care of your looks may be easy when you’re young. But as we get older, those little signs of ageing start creeping in. And they can turn up sooner than you think! Look after your body while you are young. It’s thought to contribute greatly to how well your appearance holds up through your thirties and your forties.

If you’ve already gone through that ‘horror’ moment of finding a grey hair, then now could be the time to make changes to your lifestyle. A lot of girls have found a grey hair on their head by the time they are twenty-five. It’s rare that you find more than that all in one go, but it is a sign that you’re not going to stay young forever.

Most people will tell you that prevention is better than cure. This could be true. Taking care of your body is important to prevent illness and excess weight. It is thought that a healthy diet and plenty of activity and exercise is the best way to prevent being overweight. Eating the right nutrition can help your immune system fight off germs and viruses.

There are also a few ‘superfoods’ out there that are thought to have extra benefits. Some are good for the immune system. Others are good for your skin. There are some fruits and vegetables that can form part of a detox juice when you want an internal cleanse. Including fruits and vegetables in your everyday diet can help keep you looking and feeling young.

Life does have a habit of throwing curveballs at us, though. Things change, and routines get interrupted. Your priorities might change as well. This is especially true when you have a family. One day you might look in the mirror and be confronted with a set of fine lines and wrinkles. If you’re determined to stay young or die trying you can always turn to cosmetic treatments to help improve the appearance of wrinkles.

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Are you a firm believer that you’re as young as you feel, and age is just a number? As the body gets older, the joints can become achier, and the muscles are less flexible. To maintain good mobility you need to make sure your body is stretched and moved daily. Office jobs leave us prone to sitting in one position for hours every day. This is bad for the circulation and bad for your body. If you don’t use it, you’ll lose it. Try to fit in activity and exercise every day.

Smoking, drinking and drugs are known to age the body. They each can cause damage to the body at the cellular level. If you are a smoker, you may be shortening your life by years. This may not be something you’re thinking about in your early twenties. But many smokers can look much older than their years by the time they reach their mid-thirties.

Now may be the time in your life when you want to have fun and even go wild. But your actions now might have an effect on your body that you won’t see for many years. Take care of the future you.

 

Tips for a Beautiful Evening Makeup Look!

Evening makeup is so much fun to do. It’s nice to wear natural makeup from time to time, but I always have the most fun experimenting with my evening look. You can get away with so much more if you’re going out! With that in mind, here are some of my favourite tips for a beautiful evening makeup look:

Focus on Achieving a Flawless Base

If you’re going out for the evening, chances are people will take pictures. If you want to look your best in them, a flawless base is a must. There’s nothing worse than thinking your makeup is perfect, only to look back at pictures and see a horrible tidemark. To get a flawless base, you need a product that suits your skintone. You also need a product that suits your skin type, so you’ll need to shop for the perfect product! I like to apply my base with a wet sponge!

Pick an Eyeshadow to Make Your Eyes Pop

Take a look at eyeshadow colours to suit your eye colour and you’ll make a huge impact! You don’t need to go for anything too crazy; there are lots of neutral colours that will suit your eyes. If you feel confident, you can create a smoky look with a bold colour! I love experimenting with my eyes when I have a special event coming up.

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Apply False Lashes

False lashes open up the eyes and add some instant glamour. One thing I can’t stand though, is really fake looking lashes that reach up to your eyebrows. Go for something more natural and you’ll still make an impact. You definitely don’t want to risk looking like a drag queen!

Apply Lipstick with a Brush

When I apply lipstick with a brush, I find it goes on so much smoother. I can also really define my cupids bow, helping it to look perfect with no bleeding whatsoever! Your lipstick will last a lot longer, especially if you use one with a formulation from a place like chichicosmetics.com/lips/lipsticks-viva-la-diva.

Take Your Face Shape Into Account

Different makeup looks suit different face shapes. Something that suits somebody with a round face wouldn’t suit somebody with a square face. Make sure you learn your face shape and then look this up to find things that look best on you!

Define Your Brows the Right Way

Defined brows are a must for an evening look, but you need to get it right. I like to use a special brush, and this basically takes all the work out of it for me. A good product helps too, but it isn’t essential. Make sure you use a light hand, as you can always go back in with more colour if you need it. Afterwards, you can brush them through to help them appear more natural!

Ready to get your makeup on for your evening out? Have fun with it, but remember to keep it looking natural. The goal isn’t to get as much on your face as possible. See you next time!

For the love of Paris

There are many people who simply write Paris Hilton off as a rich kid, famous for being famous.

But there’s more to Paris than meets the eye. She set fashion trends before we even knew there was something to follow. She was America’s first Top Model, a fashion icon and the leader of the pack.

 

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Now, as she says, she’s ready to quietly build her brand, settle down and raise a family.

But she’ll never lose her sense of fun. A high-profile fan of casinos – she once won $30,000 at a Las Vegas blackjack table – she’s just become the face of online bingo games at bgo.com.

She’s not the only glamour gal who enjoys bingo. Fellow super-model Kate Moss and her designer pal, Sadie Frost, like to swap a night out on the tiles for a night in with the kids and a spot of bingo fun.

And Catherine Zeta-Jones took her childhood love of the game across the pond when she married Michael Douglas. She brings out a homemade version of the game every Christmas, although the Hollywood actor admits to being baffled by it!

Paris’ endorsement of BGO is possibly the most glamorous pairing of recent times. Cheeky cockney Barbara Windsor fronts up Jackpotjoy while Ricky Tomlinson, most famous for his role in the Royle Family, has been linked with Celebrity Bingo.

Paris’ status as a style icon may be in some dispute. But her fashion genius is finally being recognised because now we can view it in retrospective.

Take the “naked dress”. It’s been all over the red carpet this season gracing the figures of J-Lo, Beyonce and Kim Kardashian (a one-time Paris stylist, of course).

But Paris was rocking this look more than ten years ago when she attended the 2004 MTV Video Music Awards in floor-length feathered gown by Zuhair Murad. The low-cut, low-waist bodice was totally sheer but for a few strategically positioned rhinestones and sequins.

Then there’s the whole Rihanna look. Very urban, very street, very now. Yet Paris was rocking that look before Rhianna ever even needed an umbrella. Years ago she was spotted in a skin-tight leopard catsuit slashed to the naval which she accessorized with a diamond-studded collar.

She was the first to wear Lucite clear heels. The first to sport wedged trainers. And the first to declare her love of High Street brands like Top Shop and H&M.

Paris never apologises for being Paris. You’ll never see her cringing over her turn-of-the-century style or wishing she hadn’t embraced Juicy Couture with such a passion. She’s confident that those were fashions of their time and have a place in her own personal style history.

With a successful business behind her and a bright future ahead of her, Paris must be admired.

Avoid Looking Like a Hot Mess on Prom Night

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When it comes to prom season, there’s no doubt that every girl wants to look red-carpet sensational. But even the best laid plans can go awry.  Here’s how you can avoid looking like a disaster on your prom night.

1. Avoid going to a hairdresser you’ve never been to before

If you want to get your hair done professionally, be sure to try your hairdo out way ahead of time so you don’t end up looking like an over styled mess. Even better, do your hair just the way you love it so you feel comfortable all night.

2. Easy Does it with the Hair Products

Is there seriously anything worse than touching someone’s hair only to find it crunchy, sticky, and smelling like granny’s beauty parlor? Rather choose a soft, natural hair style that doesn’t require much product.

3. You Don’t Want to Look Like a Drag Queen

In your quest to look amazing, don’t overdo your makeup with a lot of eye drama and bright red lipstick. Makeup should make you look flawless, but naturally. If you have acne, make use of products that won’t aggravate your skin such as oil-free, hypoallergenic makeup.

4. Don’t go to Prom Looking Orange – Avoid Spray Tans the Day Before

Spray tans can look incredible if you’ve been to a spray tanning salon previously and the technician knows the right shade to spray you with. But, you should only apply spray tan at least two days before prom night so you don’t end up smelling like chemicals or, possibly worse, staining that perfect dress you’ve just picked up from the 2016 prom dresses online store – http://www.promdressshop.com/.

Test the color out a couple of weeks prior to prom so you don’t end up streaky and orange. Keep in mind that spray tans applied at home only look good if they are even. A bad spray tan could leave you with stripes on your arms and face.

5. Have Your Hair Done First, Then Your Makeup

If you do your makeup first and then have your hair washed, you may well end up with makeup running down your face and having start from scratch.

6. Start with Eye Makeup and Choose Fake Lashes

Opt for fake lashes over mascara so you won’t have to end up looking like a panda in the early hours of the morning. By doing eye makeup before the rest of the face, you can correct any errors without having to redo everything.

7. Don’t Forget to Pack Makeup Remover Tissues

This is so you can remove any caked makeup under your eyes during the night.

8. Doesn’t Hurt to Take Extra Shoes Either

While you probably took your time picking out a stunning pair of shoes, after a few hours on the dance floor you might find yourself in blister-agony. Break in your new shoes well before prom night but take along a pair of comfy flats just in case your feet hurt.

9. Light Lipstick is the Way to Go

Prom is a long evening. If you start the night off with a dark lipstick, it can end up staining around your lips. Go for sheer, light colors and glosses that are easy to reapply and won’t stain.

10. Pick a Dress You’re Not Going to Fall Out Of

While strapless dresses are to die for, wardrobe malfunctions are an embarrassing reality. Your prom dress should hold everything in place snugly. If you have a larger chest, go for spaghetti straps and a bra that will hold you in place all night.

 

The most important thing on prom night is to have fun and create amazing memories. These days everyone has a camera on their phone and you don’t want to end up on social media the next day looking like a celebrity on an extraordinarily bad night.

7 Ways You Can Look Beautiful for Longer

Looking beautiful is one thing, but making sure you look beautiful for longer is a totally different ball game. Looking beautiful in the long run takes commitment and consistency. Use these 7 methods if you think you’ve got what it takes to make your beauty regime stand the test of time:

Have Microdermabrasion

Microdermabrasion is one of the best treatments you can give your skin. It helps to brighten and smooth the surface, giving you a radiant glow. It increases blood flow and circulation to the area, which helps it to look younger and healthier. Not only that, it can reduce wrinkles after a course of treatments. It’s one of the best ways you can keep yourself looking young without surgery. It isn’t painful either!

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Take Care of Your Nails

Broken nails that are all odd lengths and shapes aren’t any good to anybody. Take care of your nails so that they look naturally healthy and pretty. They don’t necessarily need to be long, just the same shape and length. Buff them regularly to give them shine and encourage growth. Apply a protective polish to help strengthen and protect from the elements too.

Treat Your Hair

Treat your hair to intensive conditioning masks every now and again. This will help to lock in moisture, shine, and colour. You should also apply a heat defense spray to keep it healthy and stop it from breaking.

Have Laser Hair Removal

Laser hair removal can result in permanently smooth skin, no stubble to be seen! You’ll never have to bother shaving or waxing ever again, and can enjoy smooth skin forever more. You just need to make sure you avoid any snake oil salesmen and go to a reputable clinic, or you could end up with disastrous results!

Eat Well

Eating well is probably the best thing you can do if you want to look beautiful for longer. You can try all of the beauty products and potions you like, but eating well will make you beautiful from the inside out. Aim to eat mostly natural foods, and keep your consumption of sugary foods under control.

Exercise

Exercise has so many benefits! You’ll stay looking younger right into old age, for a start. You’ll maintain your weight, and you may even find that your body shape changes. You’ll feel happier, and be so much healthier too. You really can’t beat it! It isn’t all about doing hours of cardio either. You can make exercise fun by doing classes and resistance training. Forget the treadmill! Simply keep up a routine 3 times a week and you’ll notice a big difference. It should only take 3 weeks for you to make a habit out of it.

Always Apply an SPF

Using an SPF is a must if you want to protect your skin from sun damage. You can’t always see sun damage, but that doesn’t mean you shouldn’t try to combat it. With an SPF, you’ll also fight premature wrinkles.

With these tips, you’ll keep your skin looking youthful, and everything else healthy and beautiful!

 

Is investment changing high street fashion?

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Today, consumers from China to Australia and India to Finland are ready to hit their local high street stores expecting to find off-the-peg versions of the new season’s designs from the world’s most famous fashion houses.

In the past, high street fashion stores tended to be made up of a mix of independently owned shops operating in one or just a small number of towns and cities, or national chains with outlets across a specific country. In more recent times, however, multinationals, stocking a combination of regional as well as global fashions, began to appear on high streets and in shopping malls.

More recently still, entrepreneurial investors have come to recognise the opportunities offered by the fashion industry, which is worth some £6bn in the UK alone and around US$1.5tn globally. As a result, some of the most iconic brands and fashion houses are no longer independent but are owned and controlled by wealthy capital investment companies. It is frequently the case that both established fashion houses and individual designers concentrate on the creative aspects of their business whilst neglecting financial and administrative tasks. As a result, despite being lauded for the clothes they produce, their business tends to be inefficient and less profitable than it could be. There is, therefore, an opportunity for astute investors, especially those with a knowledge of the industry, to step in and work alongside these highly creative individuals to improve profitability, maximise market share and grow their business.

For any partnership between investor and designer to work as effectively as possible, it is essential to develop an in-depth understanding of how to get the best out of a team of designers and how to provide an environment in which they will become as creative as possible. By minimising distractions and pressures, such as giving them unrealistic deadlines or asking them to design items using sub-standard materials in order to cut costs, and bringing in new ideas from outside the industry, everyone benefits. The designers are provided with a set of broad guidelines within which to operate; the brand has a unique range of styles that customers come to recognise and appreciate, and it will have a target age group.

A good example of how an investor can improve the efficiency of a high street fashion brand by implementing best business practices is provided by M1 Group, which, in partnership with L Capital Asia, recently completed the purchase of Pepe Jeans (a brand originally founded in 1973 by three brothers on a market stall in London’s Portobello Road) for a reported €900m. M1 Group, which is based in Beirut, already owns a number of fashion-related companies, including Hackett, the British menswear brand, and Façonnable, the high-end French tailors. Taha Mikati and his brother Najib, former Prime Minister of Lebanon, established M1 Group in 2007; Azmi Miktai, a Columbia graduate is now CEO and continues to successfully run M1 Group.

Investors from the Middle East have been quick to recognise the potential for growth in the high street fashion sector as the global economy finally begins to recover from the recession. As the emerging middle classes in countries such as China and India, along with fast-developing nations in Africa and South America, find their disposable incomes growing, demand for the latest fashions is sure to increase.