Exploring the post-COVID lipstick effect: a short report

Aurore Bardey (), Daniel Almaguer Buentello, Jekaterina Rogaten, Anastasiia Mala and Ameerah Khadaroo
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Aurore Bardey: BSB - Burgundy School of Business (BSB) - ESC Dijon-Bourgogne, CEREN - Centre de Recherche sur les Entreprises - BSB - Burgundy School of Business (BSB) - ESC Dijon-Bourgogne
Daniel Almaguer Buentello: UDEM - Universidad de Monterrey
Jekaterina Rogaten: UAL - University of the Arts London
Anastasiia Mala: UAL - University of the Arts London
Ameerah Khadaroo: UAL - University of the Arts London

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Abstract: The ‘lipstick effect' has been referred to as increased sales of beauty products post-crisis. The phenomenon happened after the Great Recession of 2007-2009 and even after the Great Depression of the 1930s. To date, no research focused on studying the post-Covid lipstick effect. Our study aimed to explore and quantify the post-Covid lipstick effect, with three studies exploring the long impact of the pandemic on clothing and beauty practices. Using qualitative analysis, Study 1 showed an impact of the first two lockdowns on fashion and beauty practices in women but not in men. Female students spent considerable time exploring their relationship with fashion and beauty products with a link to self-identity, while male students did not change their fashion and beauty practices. Our Study 2 showed that female participants chose a more vivid and wider range of colours since the Covid pandemic. Our Study 3 highlighted that female participants used a lower quantity with less frequent makeup since Covid. Our report highlighted, for the first time, a specific lipstick effect post-Covid, namely the ‘self-centred lipstick effect'.

Date: 2025-07-01
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Published in International Journal of Market Research, 2025, 67 (4), pp.385-393. ⟨10.1177/14707853231201856⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05798742

DOI: 10.1177/14707853231201856

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