The best time of year to buy mascara is the time of day you are most likely to be using it, according to research by cosmetics company BeautyHive.
In a survey of 1,500 UK consumers, more than half of the respondents said they’d bought their mascara in the morning.
BeautyHives research also found that the ideal time to use mascara is during the day, when the average amount of daylight is less than 20 minutes.
“In a number of our studies, we’ve found that people use their mascara during the evening to maximise the amount of time they spend looking at their face,” said BeautyHivers head of research, Sarah White.
“However, if you’re planning to use your mascara at a later time of the day and it’s raining, it might be a good idea to use it at bedtime as well.”
She added that if you were going to use the product in the dark, make sure you put the mascara on before going to bed.
When to use in the light?
“In the morning and in the evening, the best times to use eyelash mascara are between 8am and 11am, but it can also be used in the late afternoon, when people have more time to look at their faces,” White said.
“People often choose to use their eyelash products in the mornings because they think they will be looking longer than they really are and they can be more effective.”
The survey also found the most popular brands for eyelash makeup were L’Oreal, Hourglass, Clinique, Revlon, and L’Oréal.
The survey found people who bought mascara at home were also the most likely people to use a product at a beauty salon.
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