Let’s talk about lipstick.
I know what you’re thinking. Lipstick is not the weightiest topic I could be writing about. But it’s a pretty good reflection of how our lives have changed since March.
A few years ago, I wrote about something I called “The Lip-Kick Effect.” At the time, we were working our way out of a financial recession, and many Americans still felt stuck in neutral or worse. I wondered: How do we cope? By buying more…lipstick?
The improbable answer was “Yes.” Researchers had concluded that the more insecure the economy, the more women tended to spend on beauty products, especially lipstick. They dubbed this phenomenon the “lipstick effect.”
(I preferred to call it the “lip-kick effect.” When one of my daughters was quite small, she pronounced “lipstick” as “lip-kick,” and her mispronunciation struck me as an even better moniker for the “lipstick effect.”)
Five separate studies confirmed this hypothesis. They found that during recessions over the previous 20 years, women had reallocated their spending, deciding to spend their money on beauty products instead of other items.
Why did women confronted with economic hardship seek out new beauty products? The researchers came up with a host of reasons. Most significant: a desire to attract men, especially men with money.
Another reason? Wearing lipstick could boost a woman’s morale.
In that blissful time BC (before Covid-19), I cheerfully admitted that I was a (credit-)card-carrying member of the latter group. Like many women, I got a kick out of wearing lipstick. I added that “while uncertainty reigns, we women get our kicks where we can.”
Believing that a brand-new lipstick could be a mood-changer, I bought into the notion that lipstick could make women feel better. And lipstick was a pretty cheap thrill. For just a few dollars, I could head to my local drugstore and choose from scores of glittering options.
That was then. This is now. A very different now.
In 2020, lipstick has become expendable. If you’re still staying-at-home, sheltering-in-place, or whatever you choose to call it, most makeup has become expendable.
By April, I had pretty much given up wearing lipstick. When I wrote about wearing scarves as face-coverings, I added: “One more thing I must remember before I wrap myself in one of my scarves: Forget about lipstick. Absolutely no one is going to see my lips, and any lip color would probably rub off on my scarf.” [https://susanjustwrites.wordpress.com/2020/04/06/join-the-ranks-of-the-scarf-wearers/]
The same goes, of course, for masks.
A former believer in the lip-kick effect, I now gaze at my collection of colorful lipsticks and immediately dismiss the idea of applying one to my lips. I’m not alone. When many of us decided to adopt masks and other face-coverings, sales of lip products fell. As a market research analyst noted, “Nobody wants lipstick smudges inside their masks” (quoted in The Washington Post on June 15th). Today, as cases of coronavirus spike in many parts of the country, there’s an increasing urgency to wearing masks, even legal requirements to do so.
I wear a mask or scarf whenever I leave home. Now, viewing my wide array of all sorts of makeup, I primarily focus on sunscreen and other products that protect my skin when I take my daily stroll.
Instead of lipstick, I’ll apply a lip balm like Burt’s Bees moisturizing lip balm. For the tiniest bit of color, I might add “lip shimmer.” But neither of these has the look or feel of a true lipstick. The kind I used to view as a morale-booster.
For a boost in morale, I now rely on sunshine and the endorphins produced by my brisk walking style.
Wearing lipstick right now? Forgeddaboutit.….
Now let’s think about lipstick in a new light. When a vaccine is proven to be safe and effective, and a vanishing pandemic no longer dictates the wearing of face-coverings like masks, will women return to adding color to our lips? Will we enthusiastically rush to retail establishments that offer an array of enticing new lipsticks?
The answer, for now, is unclear. Many women, adopting the almost universally accepted cultural norm that lipstick will make them more attractive to others, may happily put their dollars down to buy those bright tubes of color again. Some women may continue to view wearing lipstick as a morale-booster. But others, after some contemplation, may decide that buying lipstick and other types of makeup isn’t where we should direct our hard-earned cash.
Maybe at least some of our dollars are more usefully directed elsewhere: To help our neediest fellow citizens; to bolster causes that promote long-sought equity; to support efforts to combat climate change and polluting our planet; to assist medical research that will cure diseases of every stripe.
The future of lipstick? Who the heck knows?