The Lipstick Effect: Small Luxuries Shaping Economic Trends

Are you familiar with the consumer tendency to indulge in small, affordable luxuries during economic downturns? This trend is called the lipstick effect. For small business owners, understanding this phenomenon can unlock new opportunities for attracting and retaining customers, even when times are tough. This guide will show you how to leverage the lipstick effect to boost sales and keep your business thriving during economic challenges.

What Is the Lipstick Effect?

The lipstick effect refers to increased consumer spending on small, affordable indulgences during economic downturns. Instead of making big-ticket purchases, people indulge in minor treats like cosmetics, specialty coffees, or inexpensive fashion items. This behavior is driven by the desire for a morale boost and a sense of normalcy in uncertain times.

The mindset behind the lipstick effect is slightly different from doomspending, where people’s fear of future economic difficulties drives them to increase frivolous spending. With the lipstick effect, consumption is driven by the need for small comforts and normalcy, whereas doomspending is driven by fear and anxiety. Also, the lipstick effect tends to involve lower-value purchases that are still considered rational spending, while doomspending involves more impulsive and irrational purchases.

Origins of the Lipstick Effect

The concept of the lipstick effect can be traced back to the Great Depression of the 1930s, when despite widespread economic hardship, the sales of cosmetics, particularly lipsticks, saw a surprising increase. This trend caught the attention of economists and psychologists, who began to explore the underlying reasons for such consumer behavior.

The term “lipstick effect”—also called “lipstick theory” or “lipstick index”—was popularized by Leonard Lauder, chairman of Estée Lauder, in the early 2000s. Lauder observed that lipstick sales tended to rise during recessions, suggesting that consumers would buy small treats to lift their spirits when they couldn’t afford bigger expenditures.

The lipstick effect also appears to extend beyond cosmetics to other small, discretionary items. The underlying psychology is that consumers seek affordable ways to treat themselves and maintain a semblance of normalcy when facing financial uncertainty. These small indulgences serve as emotional compensation, providing comfort and a temporary escape from economic stress.

Related:

• What Is Impulse Buying & How to Leverage it 
• Millennial Consumer Behavior 

Real-world Examples

There have been numerous anecdotal references through the years that support the lipstick theory. Here are some instances when it was observed in real-world scenarios:

• The Great Depression: During the Great Depression in the 1930s, the sales of lipstick increased despite the large decrease in industrial production in the US.
• Post-9/11: Following the 9/11 attacks, the demand for lipstick increased by 11%.
• 2008 Global Financial Crisis: There was an increase in the sales of high-end makeup and skincare products during the global financial crisis in 2008.
• COVID-19 Pandemic: The lipstick effect showed up differently in 2020 during the pandemic. Because of mask-wearing, people were not keen on purchasing cosmetics and instead, turned to eye makeup, perfume, candles, scented oils, and skincare products.

Economic growth continues to slow down post-pandemic, with the UN Trade and Development forecasting 2.6% for 2024, just slightly higher than the 2.5% “recession threshold.” The lipstick effect is showing up as an economic indicator, shown by the increase in demand for lipstick and recreational activities. The health and beauty sector is reaping the benefits of the lipstick effect, as sales and growth in this industry continue for 2024. Learn more beauty industry statistics.

Factors Affecting the Lipstick Effect

Several factors contribute to the prevalence and impact of the lipstick effect on consumer behavior during economic downturns:

• Economic conditions: The state of the economy, including recessions or periods of economic uncertainty, plays a significant role. When disposable incomes decrease or consumer confidence wanes, individuals tend to prioritize smaller, more affordable indulgences over larger purchases. Learn how to recession-proof your business.
• Psychological needs: Consumers often seek emotional comfort and a sense of normalcy during stressful times. Small purchases like cosmetics or specialty foods fulfill these needs by providing a tangible boost to mood and well-being without significant financial strain.
• Affordability and perceived value: Products categorized under the lipstick effect are typically affordable and perceived as offering good value for money. This makes them attractive choices for consumers looking to treat themselves without compromising their financial stability.
• Marketing and branding strategies: Effective marketing emphasizing the emotional benefits and value of products typically associated with the lipstick effect can amplify its impact. Brands that position their products as accessible indulgences can capitalize on consumer desires for comfort and enjoyment during challenging economic times.

Impact on Small Businesses

The lipstick effect may present significant opportunities for small businesses. Adopting practical strategies can help them navigate economic uncertainties.

• Consistent revenue: Businesses that align their product offerings with the lipstick effect tend to experience more stable sales during economic uncertainties. Although offering the necessities will still provide consistent revenue, offering products considered ‘extra’ for your consumers will appeal to their urge to get small treats and contribute to your revenue stream.
• Customer loyalty: Positioning products as accessible indulgences that provide emotional comfort can strengthen customer loyalty. Businesses that effectively meet consumer desires for smaller treats during tough economic times are likely to build lasting relationships and benefit from repeat business.
• Effective marketing: Tailoring marketing strategies to highlight the emotional benefits and value of products associated with the lipstick effect can boost consumer engagement. Brands that resonate with consumers seeking moments of pleasure and normalcy amidst economic challenges are better positioned to maintain market presence and attract new customers.

@watchintheknow Everyone deserves a little treat ✨ #littletreat #littletreatculture #tiktoktrending ♬ I Can Feel It (Christmas Instrumental) – Nick Sena and Danny Echevarria

On TikTok, “little treat culture” is a trend with over five million posts, often appearing with phrases like “self-care” and “deserve.” In these posts, users share little things that make them happy or help them manage stress more easily.

• Opportunity to diversify: Small businesses can expand their product range to include items that fit the affordable luxury category. Diversifying offerings reduces dependence on high-cost items and broadens appeal to a wider consumer base.

What Small Businesses Can Do

For small business owners, leveraging the lipstick effect involves implementing practical strategies that can help boost sales during economic downturns. Here are some practical, easy-to-implement strategies:

• Expand affordable luxury products: Add items that are small but luxurious, like specialty coffees, scented candles, or high-quality skincare products. Keep prices attractive to appeal to customers looking for budget-friendly indulgences. Consider cross-merchandising to drive sales of different products in different categories.
• Emphasize emotional benefits in marketing: Highlight how your products can bring comfort and joy during tough times. Use customer testimonials and stories to create a personal connection with your audience. Learn emotional selling techniques to influence your customer’s purchasing decisions.
• Design attractive displays of your affordable luxury products: Create eye-catching displays for your affordable treats near the checkout area or in high-traffic sections of your store to encourage impulse buys. For online stores, highlight these products on your homepage and use pop-ups or banners to draw attention to them. Implement some easy and eye-catching decor ideas and visual merchandising strategies.
• Offer limited-time discounts and bundles: Run promotions such as “Buy One, Get One Half Off” on small luxury items to make them more appealing. You may also create product bundles like “Self-care Kits” that combine multiple small niceties into one attractive package at a discounted rate.
• Collaborate with micro-influencers: Partner with influencers who focus on beauty, lifestyle, or self-care to promote your affordable luxury items. They can create authentic content that resonates with their followers. Learn more about influencer marketing and how you can use it for your business.

Bottom Line

The lipstick effect highlights how small luxuries can drive consumer spending even in tough economic times. For small businesses, tapping into this trend by offering affordable indulgences and strategically marketing their emotional benefits can boost sales and customer loyalty. Understanding and leveraging the lipstick effect can help businesses navigate economic challenges and alleviate the impact of reduced consumer spending on larger, high-cost items.