Luxury is about perception, aspiration, and how people choose to invest in themselves. It never disappears, it just transforms.
My first job was at the Macy’s Clinique counter when I was 17. I had no experience with makeup, sales, or any of the skills I would eventually learn but the moment I put on that signature white coat, I realized I wasn’t just starting a job—I learned my first lesson in success: Opportunity is everywhere. It’s up to me to see it and seize it.
On my first day, my new manager asked, “Robert, what’s one non-essential thing people actually bought more of during the Great Depression?” I guessed movie tickets—people want to feel good and escape hardship. It was a good guess—because, at its core, the right answer was about the same things: comfort, confidence, and feeling good.
The right answer? Lipstick.
When times are uncertain, people tend to refrain from big-ticket indulgences, but they continue to enjoy smaller, more accessible luxuries—in short, the Lipstick Effect. Audrey Hepburn captured the sentiment when she reflected, “On a bad day, there is always lipstick.” It’s not about spending less; it’s about spending differently. We still want to feel in control, and especially in times like these, we crave a sense of normalcy.
If you look at any news source, it’s clear why the U.S. Consumer Confidence Index recently experienced its most significant drop in over four years. Brands are evolving to meet shifting consumer behavior. Burberry, for example, announced a renewed focus on its heritage pieces like trench coats and scarves while pulling back on high-ticket fashion and handbags.
What’s the strategic takeaway?
To grow, we sometimes need to look outside of the box. And at other times, the most lucrative place to look is right in the box.
Now, more than ever, is the perfect time to focus, strategize, and (as a great mentor Alexandra Cristin instilled in me) prepare for growth. While the world feels shaky, opportunities exist for those able to recognize where value is shifting. Growth doesn’t always require reinventing the wheel; the smartest move is to lean into what already works, what we already love, and what makes us feel good.
Whether in beauty, fashion, or beyond, the key to sustained success is recognizing that luxury isn’t about price—it’s about perception, aspiration, and how people choose to invest in themselves. Luxury never disappears, it just transforms.
So, let’s take Coco Chanel’s advice, “If you’re sad, add more lipstick and attack!”
Let’s connect. How are you seeing this shift in your industry?
#Luxury #Beauty #MarketingStrategy #LipstickEffect #BusinessGrowth