Fashion Trends / Pure Products / False Eyelashes / Liposuction

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How should they wear their hair? What color should they smear on their lips? In which gadgets, potions and even surgical procedures will they wistfully deposit their hopes of eternal youth?

More than 500 image makers from 13 countries - makeup artists, artificial-tanning experts, wig designers and even plastic surgeons - weighed in on these questions at Madrid’s annual beauty fair, Look, earlier this month. They are the people and products that govern women’s grooming rituals and often shape their most intimate aesthetic aspirations.

Cameron’s new collection, dubbed Pure, is only one of many beauty trends in store for the image-conscious consumer.

In the realm of everyday hair, for instance, multinational salon giants such as Vidal Sassoon and Toni & Guy have news for women who diligently straighten and streak their shoulder-length locks: That Jennifer Anniston look is out, out, out.

The operative style is somewhere between a 1960s Andy Warhol and the bobbed look of Posh Spice Victoria Beckham. Anthony Edge, international artistic director for Toni & Guy in London, calls it “expensive-looking hair.”

“What we see for the next year are bolder, stronger shapes, more bobs and a lot more width,” he said, while flipping through photos of the new Toni & Guy collection, which features lots of bangs, wig-inspired split-levels and one asymmetric, tilted bob that looks like a tipped beret. “

Posh hair also translates to fewer blond highlights - just full heads of rich, uniform color. Vidal Sassoon’s palate this year is inspired by the gold, red and green tones in the paintings of Gustav Klimt.

Makeup, meanwhile, is moving in the same dramatic direction as hair with the resurrection of the 1940s sophistication of Audrey Hepburn and Lauren Bacall, according to representatives of international brands such as Make Up For Ever.

That means bright red, well-defined lips are back, along with eyeliner and dark, matte eye shadows. And anyone who feels nostalgia for their mother’s makeup table will be happy to known that a new generation of false eyelashes has joined the mix, but they are applied as extensions in half-hour salon sessions, and they are supposed to last two months on the lid.

The country’s 900 state-certified plastic surgeons perform about 500,000 tummy tucks, facelifts and other procedures a year, more than any other country in Europe, according to the International Society of Aesthetic Plastic Surgery. The industry is among the five largest in the world along with the United States, Argentina, Mexico and Brazil. Europe’s Botox leaders are France and England, however, according to the Spanish Society of Aesthetic Medicine. Spain ranks third, although the injection rate is swelling as quickly as some celebrity lips.

This year, however, many of the star developments in body-perfection technology do not involve an operating table - including a “non-surgical nose job” technique, Rinolook, touted by a Madrid-based surgeon.

Liposuction also faces competition with a method called “vacuum-therapy,” and, indeed, it looks like something that escaped from a Hoover commercial. It works by wielding a glorified vacuum over flabby thighs and buttocks, moving cellulite to places where it will supposedly break down more quickly, according to the technician at one demonstration on a woman with no noticeable bulges.

Another innovation is the do-it-yourself facelift with an Italian device called the iLift. It resembles a cellphone that you rub on your skin and eliminates wrinkles using the same ionization technology that surgeons use to remove scars, according to the 21-year-old company sales representative, Nuria Linares.

“I used it for acne,” she confided.

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