Pale and interesting: New Moon stars Kristen Stewart and Robert Pattinson are fuelling the boost in white make-up sales
It has long been seen as the ideal – a sun-blushed complexion signifies beauty and good health, leaving the pale-skinned English rose struggling to achieve the bronzed look.
But now the classic Saint-Tropez tan is being shunned in favour of a more sinister trend.
A deathly pale complexion – achieved with the help of powders or foundation – is the new ideal, as women take inspiration from the vampire film New Moon.
The second installment of the Twilight blockbuster saga, featuring British actor Robert Pattinson, 23, and 19-year-old American Kristen Stewart, has taken the country by storm. And now the ‘Twilight effect’ has hit women’s make-up bags.
Sales of pale make-up rose 200 per cent over the past month, according to online beauty shop FeelUnique.com. Their best-selling product was a fine, pale pink illuminating powder by Bare Escentuals called Mineral Veil.
Sales of L’Oreal’s True Match powder in rose ivory have also risen by 133 per cent in the run-up to the film’s UK release on November 20, FeelUnique.com said.
New Moon tells the story of the romance between vampire Edward Cullen and Bella Swan, played by real-life lovers Pattinson and Stewart.
The movies are based on a series of books by U.S. author Stephanie Meyer and have captured the collective imagination of filmgoers around the world. They are tipped to become more popular than Harry Potter.
Kristen Stewart is leading the pack of pale-faced beauties, which also includes Nicole Roberts and Anna Friel
Earlier this month the small American logging town Forks, in Washington, saw a 1,000 per cent increase in tourism thanks to the vampire blockbuster being filmed there.
Last year the first film in the series made more than £50m pounds in its first three days at the box-office. It has since gone on to make more than £300m.
Other celebrities have contributed to the penchant for pale skin.
Vamping it up: Sales of pale make-up rose 200 per cent over the past month, since the second installment of the Twilight saga was released
Girls Aloud singer Nicola Roberts topped a FeelUnique.com poll of 1,000 people to find the most beautiful un-bronzed celebrity. She was closely followed by flame-haired model and Cambridge University student Lily Cole.
Kristen Stewart from New Moon came third, followed by actresses Anna Friel, Anne Hathaway and Nicole Kidman.
The trend will come as good news for campaigners against the use of cancer-causing sun beds, which were revealed to be as dangerous as cigarettes earlier this year.
Siobhan McDermott, of FeelUnique.com, said: ‘Porcelain skin is a classic, chic and glamorous look but has long been shunned in favour of bronzed skin.
‘It is great to see that this trend is making women proud to be pale and those who aren’t, envious.’