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BEGINNING PRESS: MAKEUP ADDICTION: NEVER PRETTY ENOUGH

 SEATTLE, March 11 /PRNewswire/ -- Do you buy face creams that claim to "repair" skin? Do you insist on buying the "best" and most expensive cosmetics because you won't put "cheap" products on your face? Do you own a drawerful of unused makeup? Is it hard for you to resist cosmetics sales pitches?
 If you answered "yes" to more than one of these questions, you may be suffering from what author and makeup expert Paula Begoun calls "makeup addiction" -- purchasing cosmetics in the vain hope of finding one that will change your looks and your life, according to Beginning Press.
 Begoun is the author of "Don't go to the Cosmetics Counter Without Me" and "Blue Eyeshadow Should Absolutely be Illegal," (over 500,000 sold) and sees how cosmetics companies mislead women. "They use every trick in the book," stated Begoun. "The ads sound so factual and positive. How could these products not work? The fact is, most of them don't, at least not the way women expect.
 "The true makeup addict believes that there is a skin care product or makeup that will bring her the beauty and self esteem she craves," said Begoun. "The search never ends because the issue isn't the products, it's a quest to fill some emotional need."
 Begoun admits that there is nothing harmful about makeup addiction as far as your face is concerned. But your pocket book and self esteem can suffer. Begoun estimates that the average cosmetics drawer contains $500-$700 of seldom, if ever, used cosmetics. An addict can own more than twice that amount and yet never be satisfied with her appearance.
 Begoun's bi-monthly newsletter, "Cosmetics Counter Update," tests and reviews new lines of makeup and tells you exactly what's in face creams, cleansers and makeup, all in an effort to sort through the hype and provide a challenge to the misleading ads produced by cosmetics companies. "I don't mean you should never wear makeup," said Begoun, "but you can save a lot of money and learn to enjoy cosmetics without being preoccupied with them or wasting money."
 A recent issue of "Cosmetics Counter Update" addresses makeup addiction and provides some suggestions to help you avoid traps at the cosmetics counter. Next time you go in search of youth and beauty from cosmetics, remember these 10 tips:
 1) Spending more money doesn't mean you'll be more beautiful. Knowing how to apply makeup is the key to looking put together.
 2) Always use a moisturizer with a sun screen rating of 15 during the day. If it's lower, it won't protect your skin adequately to prevent wrinkles. Don't waste your money on specialty creams -- you can use the same moisturizing product for your face and your body.
 3) Wrinkle creams don't work. Period. There is no product on the market today that will banish wrinkles permanently. Searching for and buying "anti-aging" products signals a tendency toward makeup addiction. The only true "anti-aging" product is a good sunscreen. See tip number 2.
 4) Beautiful skin is skin that has been protection from the sun and is wrapped around a body that eats sensibly, drinks a lot of water, exercises, doesn't smoke, and gets enough sleep. No makeup in the world can fake that look.
 5) Don't get pulled into the craze of "spa treatments" for skin. There are no quick repairs for the skin. Just take good care of it every single day. See tip number 4.
 6) The information you get at the cosmetics counter is rarely accurate, particularly when it comes to skin care. Remember that the cosmetics sales person's only goal is to sell more products.
 7) There is no such thing as a perfect cosmetic or line. Many of them have one or two products that will work for you. Don't be afraid to mix and match products from different lines. Be satisfied when you find a product you like. Use it until it's gone and then replace it.
 8) It is a waste of money to buy more than one or two shades of any color lipstick, foundation or eyeshadow. After all, how many coral lipsticks do you need?
 9) Find ways to feel good about yourself that don't have anything to do with your appearance: hobbies, volunteering, reading, singing, visiting with good supportive friends. Then when you wake up feeling unattractive -- everyone has those days -- you'll have other things to boost your self esteem.
 10) Last, but not least, there is nothing wrong with shopping for makeup. But be mindful of how much energy (and money) you spend trying to look glamorous that you could spend getting out and becoming more beautiful by enjoying life.
 For a free introductory copy of the "Cosmetics Counter Update" or to order Begoun's books, call or write to Beginning Press, 5418 S. Brandon St., Seattle, WA 98118, 206-723-6300. For a one-year newsletter subscription, send $25 (checks, money orders, VISA or MasterCard charges accepted).
 -0- 3/11/93
 /NOTE TO EDITORS: Paula Begoun is available for phone interviews by calling 206-723-6300./
 /CONTACT: Margaret Liddiard of Beginning Press, 206-233-1491 or 206-723-6300/


CO: Beginning Press ST: Washington IN: PUB SU:

LM-SW -- SEFNS1 -- 4936 03/11/93 07:31 EST
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Date:Mar 11, 1993
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