Some women won't leave the house without their "face." Wearing makeup is as much a part of their daily routine as putting on clothes.
Other women dab on a little foundation, lip gloss or mascara. Still others go natural.
"I would say that young women such as those 30 years old and younger have a tendency to grocery shop or exercise bare-faced, but I know myself, at 56 years old, and my friends, we will definitely put on a little bit of light foundation and make sure our eyebrows are filled in, as well as some lip gloss or mascara anytime we leave the house," says Cheryl Haus, a Greentree professional makeup artist in broadcast and photography. "I don't know anyone (over 45) who doesn't put something on their face before they walk out the door."
On average, U.S. women spend $10 billion on cosmetics, beauty supplies and perfumes annually, according to Hoovers, a business research company.
"Makeup is very important to women -- it can transform a look, mood, attitude," says Rick DiCecca, Estee Lauder global makeup stylist. "Makeup makes women feel good about themselves, and that is very powerful. If you like the way you look, you feel confident, and there is nothing sexier than confidence.
"When you feel good, it shows, and those around you will take notice, too."
The biggest mistake DiCecca sees is when women think more is better. It's not, he says. Play up your features. If you have great eyes, focus there and keep the rest simple. If you have great full lips, show them off in a vibrant shade of lipstick or gloss.
"As women get older, they develop a sense of personal style as it relates to makeup," DiCecca says. "Younger women tend to experiment more." There's no "why" or "why not," he says, because makeup is an individual decision.
Women need to remember to dress and wear makeup that is age-appropriate, Haus says. That doesn't mean you can't wear something that is on trend -- just don't try to wear every trend all at once. If you are going for bright bold lips, don't over-colorize eyes, because you don't come off clown-like.
Application is important, from taking care of your skin properly to knowing how much of a beauty product to use, Haus says. As we age, we have different requirements, she says. What you need as a teen is different than when you are in your 40s or 70s.
Talk with a professional for tips and to make sure you are not overdoing it.
Jayeann Harr of North Versailles did just that when she stopped by the Bobbi Brown counter at the newly remodeled Macy's in Monroeville Mall.
"Until a few years ago, I wouldn't leave the house without makeup, dressed up, and my hair done," she said. "Now, I like the simple look. The least amount is the best. I think it comes with age."
Across the aisle, Rosemary Apple, originally from Squirrel Hill, but who lives in Edinburgh, Scotland, was at the Clinique counter getting a run-through of what her makeup will look like for her wedding on Saturday.
"I normally wear a little bit of makeup every day, like a bit of eye makeup and some lip gloss," Apple said. "I am here seeing how my makeup will look ahead of time, because Saturday is special, and I want everything to be perfect."
Special events are a time to amp up your look, says Elsa Zamora, a New York-based regional sales and education manager for Babor, a German skin care and cosmetics company, but any makeup regimen begins with quality skin care.
"Once the canvas is clean and looks nice, then you don't have to wear so much paint to cover it up," she says. "I think women are influenced by what they see. Look at magazines such as US Weekly, and you see celebrities taking their kids to soccer practice with makeup on. We are inundated by it. In our society, there are people who are trying to keep up with the Kardashians instead of the Joneses."
Lindsey "Rae" Vargo, makeup artist at Studio Booth, a salon and spa in East Liberty, says there is a trust between a makeup artist and client in knowing what works best.
"I love how makeup creates a different dimension," Vargo says. "It's all in how you apply it, too. I have the experience and know-how to blend colors. A woman needs to feel comfortable knowing how to apply makeup properly."
Makeup makes a woman ready to go, says stylist and makeup artist Michael Vario of Studio Booth. It helps her put her best face forward and doesn't require heavy application to be effective.
"Back in the day, it was about heavy makeup and big hair," Vario says. "But times have changed, and there is so much physical beauty that women don't have to overdo it."
Bobbi Brown suggests these 10-steps:
Skin care is essential. Diet, weather, and stress can affect skin daily, so adjust routine accordingly. Moisturizer gives skin a fresh look and creates the perfect base for makeup. Be sure to hydrate the delicate under-eye area with a lightweight eye cream to ensure the concealer goes on smoothly and evenly.
Corrector/Concealer: For very dark under-eye circles, start with a corrector. Pink tones neutralize pinky blue darkness, and peach tones neutralize purple-brown darkness. A yellow-toned creamy concealer one shade lighter than your complexion brightens the under-eye area.
Foundation: To pick a foundation, swatch a few shades of foundation on the side of your face and check the colors in natural light. The shade that disappears is the right one.
Powder/Bronzer: For crease-free wear, apply loose powder over concealer. To combat an oily T-zone, apply powder to the rest of your face. To add a warm tint to skin, dust bronzing powder over the cheeks, forehead, nose and chin.
Blush: Smile and dust a neutral shade of blush on the apples of cheeks.
Lipstick/Gloss: Use the natural coloring of your lips as a guide. The most flattering shade will either match or be slightly darker.
Lip liner: For natural definition and to keep the color from feathering, line the lips after applying lip color. Use the lip brush to soften and blend hard edges.
Brows: For the most natural look, define the brows with eyeshadow that matches your hair color.
Eyeshadow: Sweep a light eyeshadow color from the lash line to the brow bone. Dust a medium eyeshadow color on the lower lid, up to the crease.
Eyeliner: Line the upper lash line with a dark eyeshadow color. For a longer-lasting look, dampen the brush before dipping into the shadow. Or, use a long-wear gel eyeliner and ultra-fine eyeliner brush. If you also line the lower lash line, make sure the top and bottom liner meet at the outer corner of the eye.
Mascara: True black mascara makes the most impact. Choose brown for a softer look. When applying, brush from the base of lashes to the tips while rolling the wand to separate the lashes and avoid clumps.