WE’VE all seen those extreme makeover programmes where the prematurely aged woman subjects herself to radical, painful cosmetic surgery in a bid to look 10 years younger.

She’s typically a middle-aged female smoker whose garish blue eye-shadow and harsh red or pink lipstick only serves to enhance her wrinkles and downtrodden demeanour.

But as we marvel at the transformation from hag to fab we wonder whether the make-up artist’s brushes contributed as much as the surgeon’s knife to those dramatic ‘after’ shots.

It’s a suspicion given further credence when the cameras revisit the woman at home a couple of weeks later only to find she doesn’t look nearly as good as she did immediately after the hair and beauty experts had worked their magic.

That comes as no surprise to 52-year-old American beauty guru Bobbi Brown, who’s worked in the industry for 30 years and is credited with transforming the way women apply their make-up. She encouraged them to ditch red lipstick in favour of more flattering browns, pink foundation for yellow-based tones to achieve a more natural look.

She said: “When I turned 40 I discovered first hand the tremendous difference make-up makes, that it could have the same – or better – effect on a woman as a face-lift. Since everything falls and fades, the trick is to lift and add life back to your face with the right textures and colours and use the correct technique.

“Women in their forties and fifties often get stuck in a make-up rut and haven’t really changed their foundation or eye shadow since their twenties. Foundation should match your skin complexion exactly. Avoid pink tones – which can make you look like you’re wearing a mask.

“Concealer is the one beauty product that dramatically improves a woman’s appearance. It is the best way to lighten dark circles to look rested – even when you are not.

“Plastic surgery is ultimately a matter of choice, but it’s definitely not for me.

“I think that the danger of plastic surgery is that some women see it as a way to feel better about themselves and the truth is that self-esteem has to start from within and not with a scalpel. Also, I find that plastic surgery seldom looks natural.”

Bobbi Brown is a well known name in British women’s make-up bags, but the UK’s biggest brand is still No7, 75 years after it was launched by the Nottingham-based Boots chain of pharmacies.

From today, at the Trafford Centre, shoppers will be able to see a selection of pictures and advertising images from the archives showing how beauty products and our attitudes towards them have been shaped down the decades.

Although the first evidence of women wearing make-up goes back to 3,500bc in Ancient Egypt curator Sophie Clapp, says: “Cosmetics didn’t really take off in Britain until the 1920s with the advent of Hollywood and a generation of post war women who wanted to feel feminine again.

“Women had worked in the War, they had more money.” Rather than being a sign of female subjucation – an accusation often levelled at the make-up industry in our post feminist world – it was a means of empowerment in the early days.”

She added: “The Suffragettes – whose movement started in Manchester – wore red lipstick as an act of defiance.

“No7 was predominantly a skin care range at first, colour cosmetics were introduced in 1938. It was branded as prestigious but affordable.

“In the 1970s Boots developed No17 for a younger market because it was understood there was a generation of girls with their own money who couldn’t find fresh young colours and styles on the market.

“By the 1970s, working women were becoming the norm and make-up became very portable.

“Before that, powder came with a massive powder puff designed to be displayed on your dressing table.”

No7 is still at the forefront when it comes to the holy grail for all women – looking younger. Their Protect and Perfect anti ageing cream caused a sensation two years ago after dermatologists from Manchester University tested the product and found it did live up to wrinkle-busting claims.

But, as Bobbi Brown says, make-up or skincare products can only do so much to help womankind.

“Beauty is more than looks,” she says. “It’s a state of mind, a positive outlook and a way of living. It’s about being who you are.

“Women should focus on what they like about themselves rather than whay they don’t like. Self-confidence is key- it makes a person glow from within.”

• Artefacts and original packaging of No7 and No17 brands will be on display at lower Regent Crescent in the Trafford Centre from today. Bobbi Brown’s Head of Artistry – Paul Herrington will be demonstrating on the main stage on Thursday. To find out more go to www. traffordcentre.co.uk/beautytheatre.