“The desire for gold is the most universal and deeply rooted commercial instinct of the human race.” Gerald M Loeb

When we think of gold, we naturally think of timeless, elegant jewellery, tough enough to truly stand the test of time. These days, however, gold has found itself a new market, the beauty industry.
Making stellar appearances in both make-up and skin care, gold is the must-have for this season.
With the southern hemisphere on the brink of winter, praying for the rains to come, the dewy, bronzed looks of summer are no longer applicable. Not completely out the window, however, the ideas of dew and shimmer have been re-worked and transformed into the looks for the winter season.
In the make-up world, the strong looks this season are the metallics. Seen all over the world on the latest catwalks, metallics of silver and gold are everywhere. The strength of this trend is apparent when seen gracing the catwalk at Chanel’s Spring/Summer ‘07 collection. Chanel’s make-up looks for the past few seasons have been the strict black and white to echo what we see from Karl Lagerfeld’s designs. This year, however, in a bold move, we saw the eyes lined with the golds and silvers of the season.
From strength-to-strength, this trend also forms the basis of Revlon’s limited addition range available for the whole year of 2007. The range features luminous metallics throughout its collection; in their foundation, face powders, liquid and powder shadows and liners.
It is, however, the skin care industry that is truly capitalizing on the luxurious sense that gold embodies.
Swiss brand La Prairie has just released it’s Cellular Radiance Concentrate Pure Gold Serum, retailing at $930 for 30ml. Not for the faint hearted, granted, but fascinating to see the properties of gold being used in such a form. The serum is a member of the anti aging revolution, with the flecks of 24-karat gold said to take care of the skins radiance. As we get older, the natural ‘glow’ in the skin diminishes, so any little helping hand to give that youthful glow back to our complexion is always welcome. If , however the monthly budget doesn’t quite stretch to give you a spare $930; no need to fear, there are other options.
To get that optimum radiance of the skin, it is recommended that we eat plenty of foods rich in omega-3’s. These foods are rich in natural oils which promote healthy, glowing skin, nails and hair. Yet the cosmetic industry also has an answer, to apply a light reflecting product topically. Many creams available will have luminous particles in them to some extent, but if your moisturizer doesn’t have these, then a primer is what you are after. A Primer is used over the top of your moisturizer, but under your foundation. The key job of a primer is to even out the tone of the skin, and help to bind your foundation to your skin so it will last longer thoughout the day. As well as this, in may cases, a primer will also have luminous flecks in it to reflect light and give your skin that healthy glow we all desire. In a more affordable price range is MAC’s strobe cream, retailing at $55 for 50ml and gives a beautiful, silky, radiant finish.
In a shock appearance though, gold is seen not just in the beauty industry, but also in the chocolate industry! Available at Chocolateria San Churro in Brunswick Street Fitzroy, Melbourne, is a truffle containing 70% Venezuelan single origin chocolate, Moet & Chandon Vintage champagne, encrusted in 23-karat edible gold. If luxury is what you are after, then this definitely ticks all of the boxes; however, you will need a spare $490 for four of these little delicacies!
So, to get the seasons latest make-up looks, sciences latest findings in the fight against aging, or the taste of luxury in your mouth, look no further than the apparent multi-functional properties of gold. Though some may feel more comfortable just leaving it to the experts who use gold for what is known best, and wearing it in a stunning piece on the wrist, neck, ears or finger!