1940
That was then
Glam Hollywood starlets of the ’40s wore pillar-box red lipstick, but in the real world, opaque, intensely-coloured lipstick is difficult to wear. It's very unforgiving and takes time (which we don't always have) to apply.

This is now
Modern reds come in every shade and finish imaginable, so you're sure to find one that suits you. To dress up your look, apply a deep intense red, and for a more casual alternative, use a translucent red.

The more translucent the colour, the more forgiving it is – sheer reds can be smudged on with your fingertip, so they're a great choice for daytime when you need to look groomed but don't have the time to get serious about application.

If you have thin lips, steer clear of matte lipstick; rather use a product with a subtle sheen or shimmer to create the illusion of fullness.

1950
That was then
Eyebrows in the '50s were sharply arched and full. But this 'onesize-fits-all' shape doesn’t make the best of your features.

This is now
The best brow shape is the one that suits your face shape and, because facial features lose definition as you get older, well-shaped brows become more important. Keep a pair of tweezers handy, though – brows may be fashionably fuller this season but they’re still groomed. Make beautiful brows a breeze by tweezing regrowth every evening when you brush your teeth (they won't be red and blotchy in the morning).

Get a professional eyebrow shape at any Clinique counter or ask your skin-care therapist to shape them when you’re having a facial.

Tame unruly brows with Bloom Brow Gel R85 – this clear formula has enough 'hold' to define brows without them feeling like they're glued to your forehead!

1960
That was then
In the '70s, all you needed was love... and a fringe. Worn straight down, swept to the side or curled under à la Vidal Sassoon, the fringe made the styles of the ’60s look young and innocent compared to the coiffed, fringeless styles of the '50s.

This is now
The fashionable fringe is long (it should just skim your eyes), deep (cut from quite far back) and dead straight.

If you're thinking of cutting a fringe, remember that it will add time to your styling routine. Fringes are notoriously badly behaved – because hair is shorter it doesn't have the weight to keep it from kinking or curling. A styling product will make straightening easier and a finishing product will keep it straight for longer.

1970
That was then
In the ’70s a suntan meant that you could afford to take a holiday somewhere rather than spend time at work. Tans were seen as glamorous, sexy and – would you believe –healthy.

This is now
No matter how light, any suntan indicates skin damage. For skin to look radiant and youthful you have to stay out of the sun and protect your skin every single day.

So cover up, apply a good sun protection cream religiously, stay out of the sun two hours either side of midday and don't go near a sunbed. You'll look gorgeously glamorous for longer and you'll save money on repair work!

1980
That was then
The '80s was the decade of the matte look. Eye shadows were monotone and matte, lipstick was pasty and matte and complexions were flat and, you guessed it…matte!

This is now
Your skin can look radiant and youthful even if you're tired. Advanced technology makes it possible for the shimmery particles in foundation to be extremely fine and to boost radiance, compared to the big glittery blobs of years past.

1990
That was then
As a backlash against the hard lines and masculine styles of the '80s, hairstyles in the '90s started to loosen up and look unashamedly feminine.

Pink was also the most popular colour as palettes softened and pastels took centre stage.

This is now
Hair and make-up styles are still soft and feminine – styling products that allow your hair to move and shine are a must. And now's your chance to go girly and pink – next season sees the return of grunge: not every girly girl's best friend.

2000
This is now
Individuality and beauty now go hand in hand. The beauty of a woman is multi-faceted, unprescribed and ageless. It's the confidence that comes with age and the happiness in realising that we wouldn't want to be anyone else.

What beauty product in your make-up kit could you not live without? Let us know in the comment box below.