Why do women get intimidated at the cosmetic counter? First of all, there are those magnifying mirrors showing every pore and every wrinkle. Faced with that much self-exposure, who doesn’t want to start reaching for another “miracle” cream, and the faster, the better. And then, of course, there are the salespeople or the beauty representatives.
Sometimes I ask new clients about their experiences in buying cosmetics, and most of them express strong feelings about the way in which they react to cosmetic salespeople or “beauty experts.” When the average woman buys a dress or a pair of shoes, she doesn’t feel diminished if the salesperson isn’t emotionally responsive to her shopping needs. This is not the case when she shops for cosmetic products, and all sorts of insecurities are apt to reveal themselves at the cosmetic counter.
Many women react to the experience by a feeling of being on display. They find themselves wanting approval, and they worry that they don’t look “pretty” enough to get it. I recently spoke to one novice cosmetic consumer who said that she equated femininity with the ability to apply makeup, and that her lack of expertise made her feel inadequate. She also said that cosmetic salespeople often made her nervous and asking them questions made her feel even more klutzy.
