Termed as ‘the lipstick effect’, research shows women spend more on beauty products during an economic slowdown in order to improve their dating chances

Vanity, matters!

Termed as ‘the lipstick effect’, research shows women spend more on beauty products during an economic slowdown in order to improve their dating chances

Could lipstick be an economic indicator? Research conducted at an American university shows that women are more likely to spend on cosmetics, stylish clothing, shoes and perfumes, during an economic slowdown. Dubbed as the ‘lipstick effect’, the study shows that women prefer investing in beauty products during such times, in order to enhance their appearance and attract a financially suitable partner. This phenomenon dates back to the Great Depression, and could be seen even more recently a few years back, when tough times meant a boom in sales for cosmetic companies. Women were said to consciously or not, doll themselves up to increase their chances with the limited number of men with well-paid jobs. Varkha Chulani, Clinical Psychologist says during a financial slowdown, women realise that they need to invest more in themselves as the dating numbers are lesser. “Money can change one’s outlook and attitude. In order to stand out, women need to be well-groomed and so by purchasing such products, they are deliberately maximising their ability to bag a wealthy man,” adds Varkha who says this could be a trend in the larger metros in India. Relationship therapist Rachna Kothari says enhancing one’s physical attractiveness is the underlying rationale behind indulging in beauty products. “But it’s wrong to say that they do so because they want to multiply their dating chances with men. Cosmetics, clothes or perfumes, are all intended to make you look and feel better. There are various reasons for purchasing beauty products; it completely depends from one woman to another,” says Rachna. Clinical psychologist Dr Kanan Khatau Chikhal feels even though times maybe tough economically; the one thing that seems to be selling is luxury. “The more luxury sells, the more people seem to be finding love in brands sub-consciously. The inner void seems to be so huge that we erroneously fill it with a brand. When a man looks to fall in love, he tries to mirror what he experiences inside, to the outside as well. Doing so, he gets attracted to a woman who just like him caters to the brand. Thus, the dynamic seems to work well. For a woman, she’s also setting a standard when she is looking for a man,” says Kanan.