Celebrity feeding off cosmetics feeding off celebrity ...

The effect of seeing their Hollywood idols' faces up-close on a huge screen was mesmerising for early cinema-goers and increased their desire to emulate movie-star looks. Max Factor, the Oscar-winning Hollywood make-up artist, was the first cosmetics giant to cash in on star appeal, by securing the industry's biggest names to get behind his products. Sales soared.

Now, the Factor effect seems to have come full circle. As the worship of the lifestyles of the rich and famous continues, star endorsement can make or break a product, with certain items acquiring cult status as soon as they hit the shelves.