Labels & Labelling, August 2012
‘Recessions change the relationship between brands and their consumers,’ says Amy Bridgman, Director of creative and strategic brand planning consultancy at pi global.
The good news is that while other markets are experiencing a downturn in sales, consumers are still splurging on cosmetics to treat themselves. Bridgman explains, ‘A powerful reaction to lean economic times is “the lipstick effect” where, still needing to reward, consumers are seeking out smaller ways to make themselves feel special. Cosmetics and toiletries are the perfect solution. A new lipstick, beautifully packaged, can reward as much as a new outfit or handbag, without the financial guilt.’