Trying to paint your own nails perfectly is tricky - but, as beauty brand Julep discovered, women tend to blame themselves for their messy manicures, rather than their tools. So it redesigned its nail polish bottles, making them easier to use and master.

From being accustomed to renting our homes, and that power drill you only need once, we now don’t mind renting a nail polish that someone else has already had their hands on, or not owning our washing machine. But why aren’t people so keen to own material possessions anymore?

In urban areas, renting can be more practical than owning. General Motors are giving six million drivers the chance to rent out their cars to others, showing how brands can capitalise on a consumer shift from ownership to access.

While it may seem that paying for celebrity endorsements will instantly make an item popular, many people actually distrust celeb campaigns, especially when it comes to beauty products. Instead people are more likely to buy a lipstick if family and friends recommend it.