Small luxuries, big impact: Life Pharmacy responds to the “Lipstick Effect” - and we’re all winners

In beauty circles, the Lipstick Effect, also called the Lipstick Index, is claimed to be the category’s leading economic indicator. The concept is that in times of a recession and other economic stresses, women will indulge in discretionary purchases that provide an emotional uplift without breaking the budget. Lipstick most definitely fits the bill.
It’s a phrase that has changed with time however, after being first posited by economics and sociology Professor Juliet Schor in her 1998 book The Overspent American. She found that when money is tight, women would splurge on luxury brand lipsticks that are used in public, like semi-public restrooms and after dinner in a restaurant, and forego higher-priced beauty products that are applied in the privacy of home, like facial cleansers. Nowadays, the Lipstick Effect has grown to include most beauty purchases, which we are increasingly indulging in as opposed to big ticket items.
All of which brings me to a new initiative from Kiwi-owned and operated Green Cross Health – AKA Life Pharmacy – who have just unleashed ‘Big Beauty Week’ to provide giveaways, fun, free in-store experiences and even more accessible price points for Kiwis in challenging times.

Running across their network of 51 Life Pharmacies - from Invercargill all the way to Whangārei - and online, it will offer Kiwis more accessible price points across a range of well-loved beauty and fragrance brands, alongside the expert care and advice they have been providing to their communities since 1995.
Rachael Newfield, Group CEO of Life Pharmacy, says “Our Life Pharmacy has always been committed to helping New Zealanders feel their best and receive the right care and advice every time they visit (one of their local community Life Pharmacies). We know it has been a challenging time for many Kiwis, but even a small treat to themselves or an investment in their own self-care can have a big impact on how they feel. With that in mind, we have decided to launch Big Beauty Week.”
“We hope this initiative will allow even more New Zealanders the opportunity to enjoy a little luxury whether that be vitamins to help them feel good on the inside, to a new lipstick to refresh their look. For some people right now, it might just be about popping in to speak with one of our beauty experts to get some free advice or fresh inspiration, and our team encourage that.”
I’m all for little treats and taking ‘me’ moments when we can, and when they are accompanied by affordable price points it’s even better.

Green Cross Health will be running Big Beauty Week at Life Pharmacies nationwide from Wednesday 11th September to Tuesday 17th September 2024, in store and online.

Main image: Nathan Powers on Unsplash