A beauty counter is a good place to ask an unglamorous question. How long does this take?
Biodance’s new counter is now open in the ground-floor Beauty Hall at Selfridges London. Announcing the opening this week, the Korean skincare brand said dedicated beauty advisors would offer consultations without an appointment. For anyone curious about its masks, that is an opportunity to ask a person the questions a product photograph leaves unanswered.
The obvious place to start is the Bio-Collagen Real Deep Mask. It comes with a commitment that deserves space beside the price: several hours of wearing time.
The time belongs on the shopping list
Selfridges’ online listing showed £14.90 for a pack of four when checked on 4 November. Its application directions say about three to four hours. Biodance’s own daytime instructions specify three to four hours, or until the mask becomes transparent; the brand separately gives an overnight option. Check current price and availability before a visit or order.
That is a substantial portion of an evening, even if you are free to do other things while wearing it. For somebody who enjoys a long skincare ritual, the format may be part of the attraction. Somebody who wants to wash, moisturise and go to bed may feel differently. Neither shopper needs persuading that their preference reveals how seriously they take their skin.
Before choosing a mask, imagine the evening you would actually use it. Would you enjoy wearing something on your face for that long? Do you want a scheduled ritual, or a product you can apply without reorganising anything? Those are perfectly respectable beauty questions. They are also easier to answer than whether a photograph of luminous skin looks appealing.
Make the counter earn its place
Ask to see the directions and ingredient list on the pack you are considering. Ask what the particular format is designed to do, and how it differs from another product you already own. If there are testers or demonstrations available, ask what you can try before buying.
We have not visited this counter or tested the mask for this article. A retail opening cannot tell us whether a product feels comfortable through a full evening, or whether its finish suits an individual face. Those remain product questions, however handsome the display.
There is plenty beyond the familiar mask to tempt a browser. Selfridges currently lists Biodance eye patches, toner pads, serums, creams, cleansers and mists online. Arriving curious about one product need not end with replacing an entire routine.
Go in with one question you want answered. It might concern the wearing time, the texture, the ingredients, or simply whether this is a step you would enjoy repeating. Give yourself permission to leave with the answer and think about the purchase later.
The promising thing about a skincare brand moving onto a beauty counter is the possibility of slowing the purchase down. There is room for a follow-up question, a closer look and a polite “I’ll think about it”.
Biodance’s new address is news. Whether its long-wear mask belongs in your evening is the more interesting decision.