When Ohio University graduate student Tiffany Bowden initially became interested in Mary Kay cosmetics, it was because she liked the way the brand's foundation matched her skin tone.
However, her interests quickly changed when she realized selling cosmetics was a quick way to make money during a recession because of the demand.
You might be in a recession
but consumers don't want it to show Bowden said.
During the last months of 2008, lipstick sales increased by 40 percent. During the Great Depression, cosmetic sales increased 25 percent and in the months following Sept. 11, 2001, lipstick sales doubled, according to a New York Times article on Nov. 9.
The Leading Lipstick Indicator - a term coined by Estée Lauder Chairman Leonard Lauder - states that the purchase of cosmetics, especially lipstick, is inversely related to the strength of the economy.
Charlene Kalenkoski, an economics professor at OU, said the Lipstick Indictor could be influenced simply by price.
I opened up an Avon catalog and they are lowering prices on lipstick. When prices go down you buy more
Kalenkoski said.
She also said lipstick could be considered an inferior good - something that is purchased more as income decreases, because the product is less expensive.
Lipstick is something you can usually switch
Kalenkoski said. Anti-aging creams and foundations aren't cheap. Even foundation at Wal-Mart isn't cheap.
Kim Little, a women's and gender studies professor at OU, said while income obviously impacts purchases, the reason most women purchase more makeup during tough times is because cosmetics are affordable and a quick, noticeable way to change their image.
Things are bad and you want to feel better about yourself
Little said. You may not be able to buy expensive shoes or clothes
but most women can afford an inexpensive lipstick.
A recent study featured in Science Daily suggested men are more attracted to women who wear red, like red lipstick, but both Kalenkoski and Little said they did not think the increase in lipstick purchases had anything to do with women looking for men.
That is an outdated model. Women work now and aren't just looking for men to take care of them
Kalenkoski said.
Erin Cunningham, a sophomore studying hearing, speech and language sciences realizes lipstick dramatically can impact a person's appearance and confidence. She owns one tube of red lipstick that she only wears when she goes out on the weekends.
There's a connection between how you look and your self-esteem - obviously I'm feeling pretty good right now because I'm wearing sweats instead of makeup
Cunningham said. There is definitely connection between wearing makeup
looking pretty and feeling good.
