Dolling up, despite a mask

He also suggests against wearing much mascara and recommends light-colored masks.

Applying setting sprays is particularly essential to make the makeup last longer while wearing facemasks, he adds.

"It can create an image that's approachable, healthy and clean, and makes others feel comfortable," he says.

He says well-executed makeup can boost self-confidence, even with a mask.

"It's more of a personal spiritual issue, rather than something done for others' appreciation."

And it can prepare people for the unknown.

"What if the moment you take off the mask to take a sip of water is when you meet Mr Right?"

Yuan Minghui, training manager of Yuesai, a cosmetics brand under L'Oreal Group, agrees makeup can improve moods.

Yuesai organized a makeup competition for sellers in Wuhan, the hardest-hit area in the country, in February to ease their anxiety.

One participant says: "Looking at myself in the mirror with makeup makes me feel like life has returned to normal."

All of the brand's brick-and-mortar stores have reopened on the Chinese mainland.

Yuan says sharp eyebrows and black eyeliner can make eyes appear brighter and more energetic. Thinner foundation reduces skin damage.

She also emphasizes skin care.

"Wearing facemasks can cause skin irritation, including itching and redness. The moisture of their breath dampens the mask, which rubs against their faces. And it's easy to develop dry skin and acne since the skin can't 'breathe'."

She suggests skin care focused on moisturizing, treatment and nutrition.

Zhang Renzheng, operations director of Crane, a Beijing-based dealer of South Korean cosmetics, says the sales of skin-care products, including lotions, creams, essences and facial masks, recovered quickly in March.

The company's facial-mask sales increased by 100 percent in early March month-on-month, as people have more spare time to spend on skin health, he adds.

Chen Ke, senior partner and vice-president of consultancy Roland Berger China, says the epidemic's impact on China's cosmetics market is short term, and the tendency for long-term growth will remain strong because of consumption and supportive policies. And digital marketing, sales and branding are also advancing.

Contact the writer at chenmeiling@chinadaily.com.cn