In the early Nineties, at the height of the last recession, I had a part-time job in the Oxford Street branch of the Body Shop. Each morning, the same woman would walk through the door. She would march straight up to the Barbara Daly make-up counter, put her face on, check her hair in the shop mirror and leave without buying so much as a fruity soap. Once she even had the gall to complain that we had not yet put out the make-up brushes.

Eventually, the manager put a stop to her admirable cheek, and we never saw her again. As money-saving measures go, it was an ingenious one; but it would appear that the lady was in a minority. When money is tight, make-up sales increase (Estée Lauder and L’Oréal’s lipstick sales are up): same retail high as a new handbag, less strain on the current account. Plus, of course, that all-important ego boost. You may be behind on your loan repayments and dining by candlelight for all the wrong reasons, but at least your lips look pretty – even if the only people to notice are the bailiffs.

Almost two decades on and money is once again in short measure. Barbara Daly no longer does a range for the Body Shop – but for Tesco instead, and at Tesco prices (call 0800 505555 for store details). Except there is nothing cheap about it – in fact, given the choice between a £16 lipstick and a £5 one from Daly’s range, I would probably choose the latter. The packaging is not as fancy, of course, but the product inside is just as good. And Daly’s colours are superb – they were back in the Nineties and still are today.

For the past few days, I have been wearing nothing but Tesco, and the reaction has been excellent. On the way back from a school trip with my daughter (sweaty coach, screaming children, lunatic driver – so quite a testing environment), one of the other mums commented on my mascara. “Probably top of the range, knowing you,” she added, a little tartly. “No, actually,” I replied proudly, “it’s Tesco.”

The mascara, which is indeed excellent (long-wearing, fantastic brush, good lengthening and thickening action, all for £5) is the least of it. Before leaving home that morning I had applied Face Lift (£6) to my crumpled face. This is an amazing product, an illuminating moisturiser containing a variety of anti-ageing ingredients and an SPF of 10 that brings a lovely dewy glow to even the most fatigued and pasty of complexions. Also outstanding are the eye shadows, in an array of flattering colours that really stay put. The new Designer Eyes compacts (£4.75) are great for defining and shaping. Try Graphite, a versatile trio of greeny/greys. Last but not least is the Souffle Blush (£4.50): a light, glowing cheek colour. All that, for not much more than the price of a single luxury lippy. My bank manager would be proud.

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