When it comes to our beauty purchases, we’ve always had a bit of help (sometimes subconsciously) from catalysts towards making that final choice. Whether it’s asking your hairdresser to give you bangs like Brigitte Bardot or that instinctive lure towards an exact shade of red lipstick you probably grew up watching your mum wear, connections help us foresee the benefits of beauty products through someone else’s experience, thus making it easy to believe, and want.