Because of the current economic woes, cosmetic giants, like L’oreal, Shiseido and Estee Lauder are reporting greater sales of cosmetics.
It’s believed that during these hard times, as most of us have to give up the extravagant purchases, (new bathroom, holidays, Chanel handbags…ahem) Ladies have been giving themselves little boosts by buying little affordable treats – like Lipsticks!
Recent sales figures from some of the world’s big cosmetic companies – L’Oréal, Beiersdorf and Shiseido – bear out the theory. In the first half of the year L’Oréal sales were up 5.3 per cent.
The theory was first identified in the Great Depression. Between 1929 and 1933 industrial production in the US halved but sales of cosmetics rose.
RAB Capital analyst Dhaval Joshi said: “The evidence shows that when budgets are squeezed people simply substitute large extravagances for small luxuries.”
In the US the number of people working in the cosmetics industry actually increased during the recessions of 1990 and 2001 as demand for make-up rose.
And during the long period of stagnation in Japan since 1997, spending on accessories has risen 10 per cent.
After the 9/11 attacks on the US sales of lipstick doubled.
For us make up junkies, maybe we can’t tell the difference between a lipstick as a
necessity, and as a treat! But for average ladies, buying cosmetics is still a bit of a treat and a boots to an otherwise dull day.
Ok – tomorrow the world will unravel at the seams. You can pick up a booster lipstick to take with you. Which would it be?
For me, this moment in time? Nars Flaming Dust – a sheer red with gold flecks. What about you?