Even if the pandemic and the heavy use of face masks has seen less lipstick action, it does not mean that consumers are abandoning their lipsticks in a forgotten drawer.
Actually, the interest in red lipstick is steadily rising.
Why does this happen?
The lipstick effect is a proven phenomenon that takes place especially in times of crisis.
It happens when consumers still spend money on small indulgences during recessions, economic downturns, or when they personally have little cash. Even if they do not have enough to spend on big-ticket luxury items, many still find the cash for purchase for small luxury items, such as premium lipstick.
Furthermore, putting lipstick on not only boosts one’s confidence and mood, but it is also part of that routine that fosters a sense of normalcy, especially during this endless home office. The fact that interest in red lipstick is rising is quite understandable, consumers want to escape their casual home routine and wear something fancy and also uplifting.