Maisy Li, a short, plump 40-year-old asks: 'How can I shadow my face so it won't look too rounded? Which colour eye shadow is the best for my yellowish skin?' In a beauty and makeup workshop, such questions are thoughtfully considered by consultants.
Then they go to work, applying different shades in a variety of techniques until Ms Li and thousands of Hong Kong women like her are satisfied.
Sales of cosmetics are booming in Hong Kong as more women spend more money than ever to enhance their facial features. Hundreds of different images of Chinese and Western models with wide smiles and painted faces implore young and older women alike to buy the latest products.
Newer brands like Shu Uemura, Make Up Forever, Mac, Earth Red and Covermark have redoubled their efforts and create new lines in a bid to keep up with soaring demand and competition from established names such as Gucci, Max Factor, Estee Lauder, Christian Dior, Chanel and Givenchy.
According to the Cosmetic and Perfumery Association of Hong Kong, the industry has grown by 325 per cent in the past 10 years.
Tina Liu Tien-lan, director and image consultant of Xia Qi Hall, attributes part of the new boom in the popularity of cosmetics to the abundance of information available.
