Smart marketing helps the cosmetics industry

Likewise, Japan's and Taiwan's brand names have also realized the potential of product endorsement and have begun using local celebrities in their ads.

SKII's economy line for young women, Maxfactor, uses Hong Kong pop idol Karen Mok (莫文蔚) in its latest "sweet and spicy" eye makeup campaign.

Given the global recognition of both Kidman and Zeta-Jones, representatives at both Chanel and Arden said there were no immediate plans to follow suit and hire local celebrities.

Expert advice

A tactic that both import and local brands are employing is hiring experts behind the counter to instruct women on how to apply their purchases. Public workshops on makeup application are becoming commonplace in locations ranging from Watsons to department stores.

Samson Hsiao (蕭肇亨) is a professional makeup artist hired by Elizabeth Arden to give client consultations. Having spent four years working for major high-end cosmetic companies, Hsiao spends five days a week traveling to different counters in Taipei's department stores.

He said the key issue for most women is learning how to select and apply makeup so that they get the best results. During an appointment he determines a costumer's skin type and chooses appropriate makeup shades.

"People are spending more money on their appearance but they must also spend a little time on learning how to use their new products," Hsiao said.