Lipstick loses its gloss in battle for a brave face

Published on Saturday 11 April 2009 20:13

WOMEN are kissing goodbye to their traditional answer to hard times in favour of flawless skin.

It has long been argued that during an economic recession, women buy more lipstick as a relatively cheap pick-me-up.

But now cosmetic experts have claimed that British females are far more likely to plump for foundation.

The chairman of cosmetics group Este Lauder, coined the term "Lipstick Index" during the 2001 recession to highlight the link between economic downturns and lipstick sales. "When lipstick sales go up, people don't want to buy dresses," he said at the time. "When things get tough, women buy lipstick."

But L'Oral, the world's largest beauty company, has found in the UK market that foundation has edged out lipstick as the "must-have" product for women, with more than one third of 18 and 19-year-olds citing it as their most essential beauty product against 8% opting for lipstick.

The only age group which still appreciates the glamour of painted lips is the over-60s, with 40% of those surveyed citing lipstick as the most treasured item.

In the UK, foundation sales rose 15% last year, against 2.5% for lipstick, according to market research group Nielsen. TNS Worldpanel, another consumer research body, reports foundation sales are up 25.3% in the year to February against a 5.7% decline in lipstick sales.

Despite the downturn, sales of beauty products are continuing to rise around the world.

Encouraging women to look good in hard times is a tried and tested marketing device. During the Second World War, the cosmetics company Tangee promoted lipstick as a product that would help women "put on a brave face".

Analyst Kim Feil said: "Cosmetics are an affordable luxury women just won't live without."