Beating the gloomy days! Fashion & beauty There may be a certain amount of belt-tightening going on, but many women would rather go without food than their beauty tr eats! However, it's possible at the moment to have both, as there are bargains and best buys to be found, even on the designer beauty counters. HILARIE STELFOX checked them out.

Byline: HILARIE STELFOX

WE'VE just survived what is reckoned to be the most depressing day of the week (Monday).

Christmas is well and truly over, it's cold and there's a credit squeeze.

But every woman who wears make-up or looks after her skin has a sure-fire way of cheering themselves up.

Beauty products are a relatively cheap means to brighten up the gloomiest of January days.

A new lipstick or a tub of something fragrant can be a real mood booster and it's possible at the moment to seek out a bargain buy or special deal.

There are plenty of them around as beauty companies compete for your money.

Today we're featuring a sample of what's on offer from the best-sellers to the brand new, including tips on how to use them.

We've looked at the essentials - face cream, body care, foundation and mascara.

Many women would say that if they could have only one cosmetic item it would have to be a mascara.

Max Factor has just launched its False Lash Effect Mascara, which at pounds 10.99 falls into the medium-price category.

But from January 28 the mascara is pounds 7.99, with a gift bag, from Boots.

MF consultant Jo Burke says: "The secret's in the brush. It gives full-on volume." Her top tip for applying mascara is to apply with a zig-zag motion across the lashes.

"That way you get from root to tip, getting a more natural finish," she says.

Mascara is a must-have, she added.

"You can get away with a lick of lipstick and mascara because mascara opens up your eyes and makes them look wider."

Mineral make-up is the new kid on the block but rapidly gaining in popularity. At one time it was only available from salon brands or through internet retailers.

Now it's going mainstream, with several of the big players introducing mineral lines.

Mineral powder foundations, blushers and eye colours are made, as their name suggests, from naturally-occurring minerals instead of man-made chemicals.

They are said to be better for the skin and give a finer, more natural look.

No7 is the latest cosmetic company to produce a collection, called Mineral Perfection. It contains powdered ruby, sapphire and amethyst (yes, really!) to give an extra luminous glow. At the moment, Boots is giving away a free make-up bag, with mirror and blusher brush, with every mineral foundation (pounds 13.70) or blusher (pounds 8.75). Each product comes complete with a brush as well. The store is also doing a three for the price of two on No 7.

"Mineral make-up is better for sensitive skin because it lets your skin breathe. It's also fragrance free and easy-to-use," says No 7 consultant Carol Haigh.

Applied with a large brush, mineral powder foundation and blusher should be applied with circular movements. Carol recommends that new users ask for a quick masterclass in application when they buy.

The newly re-launched Intervene skincare range from Elizabeth Arden doesn't fall into the cheap and cheerful category.

But if you only use premium skincare products then this is the time to try this collection of high-quality creams and lotions, formulated to make skin look more radiant and younger, because it comes with a free gift.

Two entirely new products, Time-fighting Radiance Serum (pounds 42) and Stress Recovery Night Cream (pounds 40), are now included.

While stocks last Elizabeth Arden is offering skincare customers who buy two items the chance to choose a gift of skincare miniatures, worth pounds 24. The offer is on at both Boots and House of Fraser.

The Body Shop is famed for many products, but it is the body butters (as used by celebrities such as Victoria Beckham) that have become the absolute best-sellers.

Body butters come in a wide range of scents, most of which smell good enough to eat. Interestingly, sales of a particular body butter increase when the matching essential oils are burned in store. "Today," said store manager Samantha Staunton, when I spoke to her this week, "we're burning satsuma, so we'll sell more of those."

Overall, however, coconut is the top favourite with customers. At Christmas The Body Shop produces seasonal body butter editions and these (Raspberry and Pomegranate) are now on sale at half price - just pounds 6.25 instead of pounds 12.50.

The best selling product at the House of Fraser Christian Dior counter is a foundation called Diorskin Forever.

Worn by consultant Lauren Brown, who swears by its long-lasting properties, it's a designer cosmetic at a designer price (pounds 24.50) but with a low cost-per-wear.

"It gives good medium coverage but feels really light, so you don't need to keep applying it. A little goes a long way and a bottle lasts for a long time," says Lauren. "So it represents good value for money." Diorskin Forever has an SPF of 25, offering high protection from damaging UV rays.

Body butters come in a wide range of scents - most of which smell good enough to eat so it is no wonder the are popular with celebrities

'You can get away with a lick of lipstick and mascara, because mascara opens up your eyes and makes them look wider'

CAPTION(S):

CITRUS TANG: Body Shop manager Samantha Staunton with the ever-popular range of body butters (zzhud200109samantha); MEET THE EXPERTS: Apply mascara with a zig-zag motion, says Max Factor consultant Jo Burke (above left); Lauren Brown, Dior consultant at House of Fraser (above right); Elizabeth Arden consultant Susan French (right) and (left) Mineral make-up is easy to use, says Carol Haigh, No7 consultant at Boots