Smartphones and social media have turned the concept of work-life balance into something more like a work-life continuum over the past decade, and judging from the beauty industrys newfound obsession with 24-hour-wear makeup, cosmetics companies have clearly taken note.

As if to keep pace with a consumer who never stops working, these foundations, lipsticks and eye makeups promise frictionless, cruise-controlled beauty that goes way beyond long wear. The latest standard: a full 24 hours of sweat-, humidity- and transfer-resistant coverage.

Makeup companies are hustling to adopt the daring 24-hour verbiage, going so far as to retrofit existing products to fit into the category: Makeup For Evers Ultra HD Foundation and MACs Studio Fix Fluid now claim 24-hour wear time, as does Diors family of Forever foundations . Thus, its difficult not to wonder: Is this new crop of 24-hour foundations just a marketing ploy? Or is there something new and wonderful at play in these products that sets them apart?