Drugstore beauty challenge

The same "high-low" impulse that has women comfortably mixing J.Crew with those Jimmy Choos is working its way into their makeup routines, replacing some department store buys with mascaras and lipsticks found at the drugstore.<br>
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With traditional drugstore brands incorporating high-end innovations in low-cost product lines, the drugstore is becoming the <a class="taxInlineTagLink" id="ORSTB000006" title="H&amp;amp;M Chicago" href="/topic/services-shopping/clothing-accessories-shoes/h%26m-chicago-ORSTB000006.topic">H&M</a> of the cosmetics world for everyday makeup. <a href="http://www.latimes.com/features/image/la-ig-drugstoreintro9-2009aug09,0,4415273.story"><b>Read more</b></a><br>
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-- Melissa Magsaysay<br>
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<i>Pictured: L'Oréal Colour Riche Lipsticks, $8.49</i>

( Ricardo DeAratanha / Los Angeles Times )

The same "high-low" impulse that has women comfortably mixing J.Crew with those Jimmy Choos is working its way into their makeup routines, replacing some department store buys with mascaras and lipsticks found at the drugstore.

With traditional drugstore brands incorporating high-end innovations in low-cost product lines, the drugstore is becoming the H&M of the cosmetics world for everyday makeup. Read more

-- Melissa Magsaysay

Pictured: L'Oréal Colour Riche Lipsticks, $8.49

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