Gen Z is more obsessed with smelling good than ever—and Burberry, Gucci, and Chloé bottles are raking in cash
The lipstick effect's appeal lies in consumers' need for control over their appearance during uncertain times, offering emotional relief amid broader chaos
Ian Baer, former ad executive and founder of the strategic behavioral consultancy Sooth, shared with Fortune on Tuesday that the allure of the lipstick effect lies in consumers' desire for control during times of financial strain. “When it feels like there’s so much in this world we can’t predict, people have a tendency to seek control in specific aspects of their lives—and personal appearance is always high on that list,” he explained. “I may have no say in the future of my job or the next global health crisis, but if I can control how I look or feel at a certain moment there’s a type of emotional salve that comes with it. When everything around us feels chaotic and unpredictable, there is tremendous power in controlling even tiny, predictable outcomes as a way of getting through difficult times.”