Sales, Psychology And The Beauty Consumer

Remember those old movies where the heroine took off her glasses, put on some lipstick, let down her hair, and immediately went from town frump to town knockout. It seems to me at least one of them starred Lana Turner, and in all of them, from that day forward, the heroine’s appearance totally changed. Thus transformed, she of course walked off into the sunset with Mr. Right, whoever he might be. These movie metamorphoses were probably the first acknowledged makeovers, and from them many women got the message that everything could change with the right cosmetic advice. Women get lots of psychological messages like that about makeup and skin care products. With cosmetics, these psychological messages have everything to do with sales. And that’s what this article is about the kind of subtle psychological messages that women receive about cosmetics and how, if we are not careful, these messages will influence our attitude when we shop for makeup and skin care products.