I just read an interesting article in the NYT about the “hard times lipstick phenomena”. When the economy is shaky (following 9/11 is case in point) sales increases as women boost their mood with inexpensive lipstick purchases (instead of 500$ shoes).
In this way, lipstick purchases are a way to gauge the economy.
It makes perfect sense. Lipsticks are small indulgences and morales boosters. 18$ lipstick is the perfect feel-good substitute to a couple hundreds clothing article which can press hardly on the guilt button during recession. So while sales of big purchases are on the down, lipsticks (and probably other small indulgences) are on the up.
So what would be the male equivalent of lipstick? In hard times like the current economic climate (everyone says we’re heading there if not already there) when we think at least twice before switching the card for the new £300 gadget, what is our small $18 instant gratification object?
It would be wise for brands to invest these days in “lipsticks for men” ideas. Most likely technology and gadget accessories that can have the instant gratification effect of the lipstick. A cheap game? 20$ useful software? New memory card?
Or maybe we should realy have lipstick for men?
Comments 4
Socks. Nice socks. I’ve bought 2 pairs of £10+ socks in the last month. You should try it. Stripy ones made of high quality Merino wool are my weakness
Posted 26 May 2008 at 8:20 pm ¶A T-shirt; a fish for the aquarium (quite niche, I know); a DVD (but than again, why should you when it’s all available for free?); A book for crying out loud. I guess the question remains open. I’ll keep on trying. That’s a good time for Apple to come up with something as few Shuffles at £30 don’t make much sense.
Posted 27 May 2008 at 2:56 pm ¶Booze. Not only is it cheap, it helps you forget about the credit card debts you racked up buying useless gadgets.
There’s research that shows that light drinking increases across a population during economic downturns.
Posted 29 May 2008 at 8:58 am ¶Yes we should have lipstick for men.
Posted 13 Nov 2008 at 9:10 pm ¶It is a good idea!
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