What is the 'Lipstick Effect' in luxury marketing?

The 'Lipstick Effect' refers to the phenomenon where consumers continue to spend on small luxury items, such as cosmetics, during economic downturns. This behavior reflects a psychological coping mechanism where individuals seek affordable indulgences to maintain their sense of luxury and comfort in challenging economic times. People may forgo larger luxury purchases, like high-end cars or designer handbags, but instead invest in smaller luxury products that offer a lift in mood without requiring a significant financial commitment. This concept highlights the resilience of certain luxury markets, where the demand for small luxuries remains robust, even in the face of economic hardship.