Wearing Lipstick Makes You Smarter
The Fashion Tech Podcast
English - October 20, 2020 07:28 - 12 minutes - 15.1 MBBusiness Technology fashion amazonfashion beautytech fashionapp fashioninnovation fashiontech fashiontechnology retail retailtech retailtechnology Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed
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Learning notes from this episode:
A Harvard study from 2017 showed that women who wore make up to take an exam performed better than those who did not. (Here's the link to the study). This shows that the main audience the consumer needs to impress is themselves. Wearing something changes their view of who they are and boosts confidence. In economics, the lipstick effect describes the fact that consumers buy small luxury items even during an economic downturn. These psychological and economics insights are great for brands and retailers in a pandemic because even in lockdown and during a recession, consumers still want to buy fashion and beauty. But, the product and marketing message must give consumers a feeling of transformation, and not focus on image alone.
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