Tough economic times are boosting sales of beauty products and
designer jeans as women put more emphasis on looking good and
attracting a partner, according to a university study.
Researchers in Texas found that a downturn in the economy has a
positive impact on the beauty industry, in what has been dubbed the
"lipstick effect" and that price is not an issue.
"Although both men and women downsize consumer spending in
response to recession cues there is an exception to this and this
is beauty products," said Sarah E. Hill, an assistant professor of
social psychology at Texas Christian University in Fort Worth.
"Women have an increased desire to purchase these products in
response to recession cues," she added. "Even though they are
closing their purse string for other things, they are wanting to
splurge on things that can make them attractive."
A downturn in the economy has been linked to an upswing in
beauty sales since the Great Depression, according to Hill, whose
research is published in the Journal of Personality and Social
Psychology.
Figures from market research company NPD Group Inc support the
phenomenon. Their numbers show that skin care, makeup and fragrance
sales increased 11% in the United States in 2011 compared with the
previous years.
China, Mexico and Argentina also had double digit rises in
beauty product sales last year, while sales increased 9 percent in
Britain and 3% in France.
Hill and her team examined how and why economic recessions
influence women's consumer behaviour in a series of experiments.
They used real world spending data and asked consumers whether they
would buy a series of products after giving them recession
cues.
They found that men did not want to buy anything. Women also
showed no interest in products that did not enhance their
attractiveness.
"But we did find that there is this robust lipstick effect," she
said.
Hill believes it is the first time the lipstick effect has been
demonstrated in experiments and that it is driven by a desire
attract a partner.
"Women consciously want to do something that makes them feel
good about themselves, but ultimately we found that it is these
things that make them feel good about themselves that make them
more attractive to mates," she added.
