The Spray Tan Indicator
How Spray Tans Could Serve as the New Economic Indicator during COVID-19
The past few months have been stressful, to say the least. As a small business owner in Boston I have dealt with the effects of COVID-19 daily, from the personal side of self-quarantine to business portion in temporarily shutting down Brightbar, all in an effort to keep us safe.
During this time, I have studied and followed different trends and indicators economists track around the world as the virus progresses. One economic indicator that struck me was the “Lipstick Effect” - when the economy is sliding into a recession, sales of cosmetics and specifically lipstick rise. In 2001 Leonard Lauder, Chairman of Estée Lauder, noticed lipstick sales rose 11% in the period post-9/11, and coined the term. The Lipstick Effect was seen again in 2008, when L’Oreal’s sales grew 5.3% during the heart of the Great Recession. A psychology study conducted in 2012 suggests that this phenomenon may be genetic – during times of hardship, women are looking for ways to look more attractive to an affluent partner.
But in 2020, things are different as we wear masks to cover our faces and practice social distancing. People aren’t buying lipstick because, well, what’s the point? People we see on a daily basis are those that we live with, so purchasing and wearing makeup isn’t the top priority.
Rohit Banota, founder of health and beauty branding consultancy StorySaves, created a digital survey to assess current beauty habits, and found that skincare or body care products could be the next true economic indicator, not lipstick. Google searches for face masks are up 83%. As for lipstick? Sales were down 62.4% as of April 4.
So, what does all this tell us? In the age of COVID-19, women still purchase products that make them feel good. We still look for budget-friendly luxuries as a stress reliever from the day and add a pep to our step. But things are different. No one can see under our masks, so our focus is more on long-term skin care and beauty.
This is where spray tans come in. It’s inexpensive, makes you feel good, and is good for your long-term skin health. Ultimately, a spray tan checks all of the boxes of an economic indicator for a COVID-19 time. And whether you’re on a Zoom call, standing in line at the grocery store with your mask, or social distancing in the park, everyone can see your beautiful glow.
Per Governor Baker’s orders, Brightbar can reopen in Phase 2. We plan on fully reopening the week of July 1st and are excited to see you all in the studio very soon!