Edita reports | Acuvue beauty lenses launch

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There are people who pay attention to details and there are people who pay attention to the details others have already paid attention to. For instance, when you dress up you may decide to add that extra touch, no matter how small, your intuition tells you that it will get picked up on. Remarks including oh, you look different today, did you do something to your hair and of course you look so refreshed – all point to the fact that the more natural, sort of invisible to the naked eye but definitely noted by the mind, your changes are, the more interest your personality will spark.

Acuvue picked up on that and launched the first of its kind beauty contact lenses, which theoretically could become a part of any woman’s beauty regime, even if it is just wash face, towel dry face, point finger at the mirror and say you are THE BEST. Unfortunately, I don’t belong to the effortlessly beautiful group of people which means that my morning regime consists of many more actions than that and often contact lenses are part of the experience. I always use those see-through lenses with no colour because I am fiercely protective of my own. Plus I’ve always felt that full coloured contacts almost block their wearer’s personality – after all, aren’t eyes the window to the soul?

An interesting product, these Acuvue contacts. In theory they are see through and yet on the edges form this “enhancing” pattern which adds depth to your eyes without blocking the colour. They make your eyes look as glossy as the cover of Vogue. I know this because I tried them on, and because I have naturally orbit-popping eyes, I felt I looked a bit like a manga girl at first glance. No wonder, much like the BB and CC creams, the product saw its premier in the Asian market.

After a few more looks in the mirror, the contacts started to feel natural to me. I stopped seeing the difference between having them on and just my plain eyes. Beauty is very easy to get used to and painful when taken away. And this is how you get hooked on this product. You get addicted to the fact that, according to Acuvue, it is your own eyes that sparkle or shimmer and its product is there only to enhance it a tiny little bit.

And this approach works – as a consumer, I like to be told that I am good enough and that only if I please, I could consider to perhaps enhance what’s already amazing in me. It is the ethos of the beauty industry after all. Acuvue got it spot on.

In fact, speaking of marketing, I have already mentioned two key words: sparkle and shimmer – this is how Acuvue’s product is categorised in accordance to the effect the earlier mentioned patterns on the edges of the lenses project. So you can choose to either sparkle or shimmer. Or both if asymmetry is your thing.

Will I get them? I might but I am not going to reveal that. I am very curious to find out if you, my dear readers, notice a difference in me if I do decide to start shimmering or sparkling.

In the UK, the product is launching in Boots first and will follow nationwide in 2015.

Edita reports | Seventeen make up press day

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When I was a teen, I remember myself saying: I hope I never see the day when I wake up and can’t go out of the house without any make up on. And I remember living in such fear until I was 18 and wearing minimal to none face paint. But then a switch went off and I have gone vice versa, thinking that I would look like the boogie man if I didn’t slap on three kilos of make up per day. This included me waking up early and forcing myself through a whole make up routine day in and day out. I have since calmed down and found a compromise. I still am unlikely to leave the house bare faced but on a daily basis my make up routine has gone from drama 24/7 to day make up, and if I am actually going out, then some extra evening touch-ups.

The great things that I have learned through my MUST-APPLY-STUFF stage is the perfect liquid eye-liner (imagine applying that daily for three years or so), so I can now do it with my eyes closed. I remember some of you guys asking how is it that I can do a perfect line each time – well, that’s your answer: Years of relentless practice.

In addition, from having worked with a number of different make up artists, it became inevitable that I learned some extra tips and tricks on how to perfect that fresh faced look without making it look like I caked on product after product (when in theory I did cake on product after product). Some extra awesome tricks I’ve learned are from the wonderful ambassador for Seventeen make up, Vanesa Guallar, whom I met at a recent press launch.

Quick make up wins from beauty guru, Vanesa Gualar:

1. Got a tan? Use liquid bronzer on your legs to add that extra glow to the skin. When I met Vanesa, she was living what she preached and her legs looked amazing. She applied 17 bronzer to her legs and they were literally glowing.
2. Apply a bit of highlighter to the cupid’s bow of your lips. It just makes them look fresh and the shape of your lips more defined.
3. Wiggle, wiggle, wiggle. Vanesa spoke about the mascara wand here. What did you think? Try to apply mascara with a zig zag motion; it adds volume & makes sure all the of lashes get covered.
4. Use a white pencil on the inner eye. Make up artists swear by this, I do it daily. This trick instantly takes you from “didn’t sleep too well” to “I had my beauty sleep and I look fresher than everrrybody-up-in-here”.

Thanks to Vanesa & the team at Seventeen for having me over.

Edita reports | Press Days 2014: Shooting at Schwarzkopf

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It’s been three years that I have been meaning to go to a Schwarzkopf event. Three years, I tell ya. But there was always some lame circumstance that prevented me from doing so. But yesterday I said enough is enough, I am GOING and not even Batman can stop me.

With no superheroes (or villains) in sight, I made it to the swanky Ice Tank studio where the event took place. Surrounded by beautifully smelling products and the awesome Schwarzkopf team, my schwarzkopfincation begun. The celebrity hair stylist that revamped my hair has done such a brilliant job in… 15 minutes. I mean come on, what he did in 15 always takes me more than an hour and tends to look so extremely half-assed. All he used was the new Schwarzkopf BB hair cream and transformed my meh-I-give-up ‘do into Claudia Schiffer-like bouncy volume. Thanks Matthew!

The products that will land in stores are very exciting too. Think a collaboration with the aforementioned supermodel, Claudia. So blondes, get ready to have fun with Schwarzkopf. Meanwhile, the got2be child brand rolls out some cool stuff for owners of super fine hair (aka me) with their weightless (Oil-licious) & volumising (Rise’n Shine) products. Those who love shocking hair colours will have some new jaw-droppers to choose from; Ultra Brights Turquoise Temptation is one of them. Celebs love it, so it’s destined for success. Festival goers, stock up now.

Dear Schwarzkopf team, thank you for having me and treating me with a really GRANDIOSE goody bag. You made me fall in love with with hair again!