I’ve heard that in a down economy, lipstick sales rise. It’s called “The Lipstick Index.”
The theory is that when women aren’t able to splurge on much, they still want to buy themselves something pretty and special. Lipstick, even at a higher price point such as Chanel or Chantecaille, is a manageable splurge for most women. It makes you feel glamorous and pretty before you even put it on your lips.
The high end department stores totally get this and make it work to their advantage. They make buying that $30 tube of lipstick a whole experience.
From the shiny glass and chrome beauty counters, to the attractive sales associates, it’s all meant to stimulate your senses and make you get out your wallet. You feel fabulous and spoiled.
If you are having a hard time imagining this, think about Julia Roberts in Pretty Woman. Just try walking into the beauty department at Sachs 5th Avenue and walk out of there not buying something. They know our type and see us coming a mile away! When you leave there clutching your tiny bag, you don’t care that you just spent your entire week’s grocery budget on a small tube of colored cream.
There are plenty of well known B2C brands that are killing it on social media. Wendy’s has gained thousands of followers and fans with their