Bevis' team hopes to add 50 more GPS stations to its current 25 to better measure the movement and deformation of the crust that will continue for years.

Bevis Man of the British Skin Foundation said it was not always obvious when make-up had passed its prime, so it may not occur to people to replace their products.

Philip Bevis, chief executive of Arundel books, which sells online and in its Seattle store, said he did not believe such customized agreements would extend to small booksellers like him.