A Beauty- full Distraction

Kate Benson, of Martens & Heads!, NYC, discusses how new beauty product offerings are a symbol of happiness and optimism in the face of hard economic times.

By Kate Benson

Ok – admit it. How many of you find yourself window shopping or aisle perusing and are tempted again? You know what I’m talking about – before you know it, you’re standing at the counter, your hands full of slim boxes of glosses, liners, plumper’s, sparklers, avoiding your fellow shopper’s wide-eyed stare. It feels pretty good – to have that little thrill and get something that you want, convincing yourself you need it.

With the holidays upon us, it’s time for cosmetic brands to pull out the big stops again, anything to attract the consumer’s eyes…or hands.

What’s going on out there? Paper eyelashes? Fiery lips? Metallic eyes? All packaged in shiny boxes, something more closely resembling a feat of architecture than the cardboard it is. Are we all feeling adventurous? The product offerings we’re seeing in the stores and across the internet are a symbol of happiness, optimism and yes, let’s say it – a tiny bit of hedonism.

It’s like the beauty industry has come back to its senses and realized what it’s all about: making people feel good. And quite frankly I think it’s great. If you read the papers you become panicked about the economy. Unemployment is up, housing sales are down and the markets keep tumbling…it’s nerve-wracking to say the least. So to make myself feel better – I shop. And you know what? I am not alone. Most of the time I have plenty of company at the counter. People may be avoiding the big ticket items, but the smaller, fun ones are the products primarily seeing the cash flow.

Sure I’ll try those fake lashes. Emerald green shadow on me? Why not? It feels good to have a choice of lipsticks in my pocketbook (7 is average, right?). I recently went shopping with a girlfriend – we were going downtown to check things out – hadn’t been there in a while, and figured it was time. We were just looking – taking the retail temperature, so to speak. What happened next was embarrassing – seriously. Every store we went into we found something to buy. I think we bought out SoHo and the Village. We didn’t just find things, we did damage. Before I knew what was happening, I was sitting in a chair getting a whole makeover…on a Tuesday, for no reason. But, it felt good – and it worked, I found myself back at the counter, hands full.

Consumers are able to interact with the products; the packaging is finally fun and lighthearted again. There is a commingling of consumption, culture and frivolity. Great products are being packaged not only on the floor, but in innovative means within digital landscapes as well. Brands are figuring out ways to grab their customer on a myriad of mediums, heightening and exceeding our expectations.

We love the accessibility to the stock, the visual communication, the newness that is always highlighted. In times of such strife, just buy some more gloss – you’ll forget about everything else soon.

AUTHOR BIO: Kate Benson is founding managing director, Martens & Heads!, NYC