Name: The lipstick effect.

Age: Around since at least the 1930s.

Appearance: Usually red or pink, but now available in a hydrating blush or nude.

Something is different about you. What is it? Have you had your hair done? That’ll be my new tinted lip balm – I’ve succumbed to the lipstick effect.

You’ve done what now? I bought a luxury lip balm to make myself feel better about everything and I’m not alone: according to the Times, the market research organisation Circana has just reported that despite, or rather because of, the cost of living crisis, British consumers are “splashing out on affordable luxuries like lipstick and other beauty buys to boost