Despite what some pundits may say, much of our economy is still mired in a recession. Efforts to budge the numbers upward have had some success, with thousands more private jobs created in recent months.
But many Americans still feel stuck in neutral or worse. How do we cope?
Researchers at several universities recently concluded that the more insecure the economy, the more women spend on beauty products, especially lipstick. They’ve dubbed this phenomenon the “lipstick effect.”
I prefer to call it the “lip-kick effect.” When one of my daughters was quite small, she pronounced “lipstick” as “lip-kick,” and her mispronunciation became family legend. It now strikes me as an even better moniker for the “lipstick effect.”
Five separate studies confirmed this hypothesis. They found that during recessions over the past 20 years, women have reallocated their spending from other items to beauty products.
Why do women confronted with economic hardship seek out new beauty products? The researchers came up with a host of reasons. Most significant is a rational desire to attract men, especially men with money.
Another reason? It’s simple: Lipstick can boost a woman’s morale.
I cheerfully admit that I’m a (credit) card-carrying member of this particular group. Like most women, I get a kick out of lipstick. And while uncertainty reigns, we women get our kicks where we can.
A brand-new lipstick can be a mood-changer. How many times have we witnessed women in the movies or on TV applying lipstick in front of a mirror, then smiling at their reflection? That scene rings true. Lipstick can make women feel better. And lipstick is a pretty cheap thrill.
Leonard Lauder, chairman of the Estée Lauder Companies, reportedly announced that lipstick sales went way up after 9/11. I’m not surprised. Estée Lauder lipsticks, at 18 or 20 bucks each, are a bargain compared to a $300 pair of shoes or a $900 designer handbag.
But some lip-kicks are even cheaper. When women need a quick pick-me-up, we can saunter down to our neighborhood drugstore and head for the cosmetics section. The dizzying array of available lipsticks can put a smile on almost any woman’s face. There’s the usual overabundance: lipstick, lip gloss, lip stain, lip liners, all in countless colors and textures that are constantly changing.
For $8 or $10, we can choose from scores of glittering options. Many purport to last longer than ever before. And now there are the plumpers, lipsticks that claim to have the improbable ability to puff up one’s lips. In the past, puffy lips were sometimes viewed as less than glamorous, but fashions change, and today it’s chic to have plump lips, leading some pouty stars of movies and TV to obtain them via collagen injections. (Ouch!) A plumper-lipstick sounds like a much better idea.
Women feel even more triumphant when they enter the drugstore armed with its weekly ad, featuring a sale price on a new lipstick. Two-for-the-price-of-one sales have disappeared, but most of us will settle for buy-one-get-one-50%-off, especially if a manufacturer coupon deducts another dollar or two off the price. Sometimes these smart-shopper techniques enable us to walk out of the drugstore with two lipsticks for $4 or $5 each.
Aside from sugary candy bars or high-fat French fries, where can you buy another indulgence for so little?
Sure, like most Americans, I’m concerned about our fragile economy, the war in Afghanistan, turmoil in the Mideast, and all of the other pressing issues of our time. But drugstore cosmetics clearly provide a happy (albeit temporary) distraction.
There’s a popular saying: “Slap on a little lipstick…you’ll be fine.” Women like me heartily agree. I’m smiling just thinking about the one I’ll buy tomorrow.