BASE INSTINCTS: “I’m a poster girl for makeup, a poster girl for base,” said Joan Collins with a smile after accepting the 2011 Lifetime Achiever Award from Cosmetic Executive Women UK on Monday night in London. “I believe in the power of cosmetics.” Collins was guest of honor at the annual CEW UK Achiever Awards, where other winners included Jane Bruton, editor of Grazia UK, and Aude Appolinaire, regional marketing director of Chanel.

Collins — all fluttery eyelashes, red lipstick and white fur — held court at a dinner later that evening, signing copies of her latest book, “The World According to Joan,” and chatting with her London pals. Asked during the evening about her own approach to cosmetics, she said: “The more the better.”

This story first appeared in the October 12, 2011 issue of WWD.  Subscribe Today.

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