The Lipstick Effect, a phenomenon that emerged more than 20 years ago, has captured the attention of consumers during economic downturns, including the 2008 banking crash and global recession. A New York Times article titled "Hard Times, but Your Lips Look Great" highlighted the effect. Recently, market research firm Kantar Worldpanel found that UK sales of lipstick were nearly 10% higher year-on-year in the 12 weeks leading up to 18 September.
Several studies and observations have supported the existence of the Lipstick Effect, according to Zubin Sethna, professor of entrepreneurial marketing and consumer behavior at Regent's University London and author of Consumer Behavior. Although he warns that it's "not a universal law and may not apply in all situations or for all consumer products" – factors such as cultural norms and the nature of the economic downturn will have an impact – Professor Sethna says it provides "an interesting insight into how consumer behavior can adapt during challenging economic times".
Several studies and observations have supported the existence of the Lipstick Effect, according to Zubin Sethna, professor of entrepreneurial marketing and consumer behavior at Regent's University London and author of Consumer Behavior. Although he warns that it's "not a universal law and may not apply in all situations or for all consumer products" – factors such as cultural norms and the nature of the economic downturn will have an impact – Professor Sethna says it provides "an interesting insight into how consumer behavior can adapt during challenging economic times".
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It might be more than 20 years old, but the concept captured the consumer consciousness to such an extent that it’s been wheeled out as a marker during subsequent economic downturns, most notably after the banking crash and global recession of 2008 . A flurry of articles appeared, including a New York Times piece called “ Hard Times, but Your Lips Look Great ”. The theory resurfaced again as recently as 2022 , when market research firm Kantar Worldpanel found that UK sales of lipstick were nearly 10 per cent higher year-on-year in the 12 weeks leading up to 18 September.
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