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Tadija / featurepics.com
Putting on makeup to get a man may not be the most feminist concept, but it may also be hard-wired into women's brains.
When the economy goes sour, women stock up on products that can enhance their looks, a new study shows.
The reason is that women, consciously or not, are seeking to make themselves more attractive to the dwindling supply of men with good jobs, researchers say.
And in a bad economy, this suggests that companies selling beauty-enhancing products such as lipstick and designer jeans ought to hype the notion that with them you’re more likely to land a man, says study co-author Sarah E. Hill, an assistant professor of psychology at Texas Christian University.
“We may not consciously think we’re buying them to make ourselves more desirable to men,” Hill says. “But our lizard brains go after these things even when we think we’re too smart to be lured in by manipulative advertising claims like, ‘these jeans will help get you a man.’”
Hill and her colleagues got the idea to look at beauty enhancing products after she read an article describing the surprising success of Mary Kay, Inc., back in 2010 – a time when the rest of the economy was tanking.
To see if the so-called lipstick-effect was broader than just one company, Hill and her colleagues examined 20 years of data scrutinizing the relationship between unemployment rates and sales of products that could be used to increase attractiveness, such as cosmetics, perfumes, and designer clothes.
“I was expecting to find sales of these products to at best be flat when unemployment was high,” she says. “That would have been interesting enough. But when we found that people were actually spending more during times of high unemployment, I thought that was fascinating.”
Data on sales of makeup, skin care, and fragrances in department stores echo the trend seen by Hill, with an increase in sales when unemployment was becoming bigger and bigger news. Sales rose 9 percent between 2009 and 2010 and another 11 percent between 2010 and 2011, according to The NPD Group, a market research company.
Next, the researchers ran a series of experiments to see if fears of high unemployment would affect the buying habits of men and women. In one, they asked 154 college students to read either an article on architecture or one on the economy, which was a modified version of a Wall Street Journal story that had originally been headlined “Worst Economic Crisis since the ‘30s With No End in Sight.”
Related: Do you make $30,000 a year or less? We want to hear from you.
The student volunteers were then asked to indicate their level of desire to purchase six products. Half the products – form-fitting jeans, form-fitting black dress (or polo-shirts for men), lipstick (or men’s facial cream) were chosen because they could be used to enhance physical appearance. In contrast, the other half were products such as, a wireless computer mouse, a stapler, and headphones.
Sure enough, women who read the story about the tanking economy were more likely to want to purchase beauty-enhancing products than women who read about architecture. Interestingly, choice of reading matter made no difference to the men.
Hill suspects the lipstick effect only impacts women because men in our culture don’t care whether their mates make a lot of money.
“There’s no impetus for men to make themselves more physically attractive to potential mates,” she says.
What Hill would like to know – and that may be the subject of a future study – is whether men who do have good jobs will be looking for ways to advertise that fact to women they want to date.
“Perhaps if they have a good job in a recession they might do things to advertise that, such as wearing a flashy wristwatch or buying a fancy car.”
Leave a Comment:
Really? It's about snagging a man with a good job? Maybe they're just trying to cheer themselves up.
I have to agree with you Daisy. I am a lipstick and mascara junkie. I probably buy every new one out there. I have a makeup bag in my purse just for lip stain, lip balm, lip stick, you name it, I have it. I try them out and if I don't like it I usually end up giving them to my daughter. She just laughs at me.
Daisy~You are correct...it is that women are trying to cheer themselves up. Looking your best is a great way to give yourself a boost in a down economy especially. Women buying lipstick in a down economy is nothing new. Women in the 1920-1940's did the same thing...how do I know? My grandmother and my mother told this to me when I was a teenager-a long time ago! Was it to get a man? Maybe. But when I learned this, my grandmother and mother, obviously, were both married. What do men do to cheer themselves up in a lousy economy? New tie/clothes? Drink more beer? Ask out more women wearing red lipstick?
Jack off.
They should test this hypothesis by using a group of women who are already in a relationship with an employed man. See if they differ from the single women.
Gee, when the economy gets tough I open my own business AND put lipstick on.
The entire report is a a joke and a waste of time and money. Typical TCU mentality, all about snagging a man.
More likely, they need the lipstick along with nice conservative clothing in order to land good jobs for themselves. That is reportedly one of the reasons why skirt hems go down during bad times.
The best indicator of a recession is seeing attractive women working. When the chips are down these parasites have to fend for themselves - unfortunately for the less attractive women the beauties are hired first. Once the economy is back in the black the girls are back to their "shop and lunch" world.
HUH?
I thought it was illegal.
The most privileged people in the world are attractive white women. They know it and use their beauty to get what they want. It is only when their sources dry up do they need to consider working and only then until the fiscal crisis is over. Other than acting as window dressing, they seldom contribute to the greater society.
Yes they "cheer" themselves up by getting a man that has a job and money they can spend.
Illegal??? There is nothing in the EEOC, ADA or any other Federal reg that says that you cannot hire a hottie over an average looking but more qualified woman or man.
Hey Michael_from_Bishop - why don't you tell Oprah, Gail King, or Condi Rice your theory?....(and then wait for them to stop laughing at you so they can respond.) If the woman has what it takes to be successful, being white and beautiful is not needed!
Back to the article, I'm with Daisey. We are cheering ourselves up. You won't find the best guys in the nightclub scene. They will be the ones out there working.
"Women now have choices. They can be married, not married, have a job, not have a job, be married with children, unmarried with children. Men have the same choice we've always had... work, or prison." ~ Tim Allen
Dressing to impress makes very good sense for these women. Who was it that said?
"It is better to marry money than to earn it"
"Interestingly, choice of reading matter made no difference to the men."
Are they saying that men were not as likely to by form fitting jeans, makeup and other beauty inhancing products...... astounding research.
.......and men buy alcohol to make the women more attractive.
Daisy in St. Louis wrote "Maybe they're just trying to cheer themselves up."
.. because women feel better when they are able to draw more attention from strangers, primarily male strangers.
I have not read anything as stupid as this story for a long time, seriously?
Not to say that the desperate ones would not go to those measures anyway.
I would never let clothes fool anyone who is actually behind them, ahem in them.
So, is this what the author Linda does? LOL, hahahahahaha
Anyone who dresses to impress will have a 50% better change of getting that job.
Yes, dressing to impress in bad times can either land you the job or help you stay in it. Although, if we're all choosing mates with our lizard brains, it's no wonder there's so much divorce! haha
P.S. What is it with folks who write posts that don't address the issue and/or make no sense? Are they simply chasing chaos, or what?
Exactly, as more women are out there looking for a job, more women will need to start buying clothes and makeup, why does it have to be about finding a mate?
Sad but true Logic-physicists. If businesses hire by dress code or vanity and ignore such things as intelligence, work ethic and integrity it's no wonder many businesses are so screwed up. Personally I like to think that women aren't that vain.
And getting that which she really desires .....
Aardvark Potato Soup.
wHORES...... tell me something we don't already know
Sometimes I think this is why Muslim countries make their women cover up so much, just so they don't get to the point where American women are.
It's American women who say, "I should be able to walk around in a push up bra, high heals, and booty shorts and if people have a issue with it or think i'm a whore that's their problem".
Jw;
Actually, you are not far from correct, according to a documentary that I once watched. An interesting quote in that documentary too...
One Muslim was accused of oppressing their women, and he simply asked, "Have you ever asked a Muslim woman if she felt oppressed?" (crickets chirping)...
The Muslim woman in the documentary explained quite 'matter of factly' the very point you just mentioned. It was an interesting documentary to say the least. She went on to explain how men are more attracted by sexual luring and that it was proper for them to cover up due to that very fact.
This is a ridiculous assumption with no foundation. To what data does the researcher point to conclude the purchase of make-up and other beauty products are related to "getting a man".
Wouldn't you think an increase in beauty product sales could have something to do with job hunting?
Men don't wear cosmetic facial products, though men do put in time nearly every day to remove a later of facial hair. What is it with women? Do they believe that they will be ignored (read = treated equally with men) because they are so dirty and smelly that they need to apply colored face paint and apply fragrances? Or is it easier to coast by leveraging femininity instead of putting in the hours?
It sounds like a lack of priorities to me.
She can spend $700 on a Gucci purse but I want to buy a new TV that everyone uses....more often...and I'm unreasonable?
More importantly, I'm unreasonable for even asking to get a TV, and when she shows up with the new purse I'm a terrible controlling person for expecting her to have discussed it before she got it.
Well I doubt she was a penny pincher when you met her.
You need separate accounts.
Well purses are to women like cars are to men!!! sorry true to be told we are crazy about purses. Please refer to "Women's bill of rights" LOL
Yeah, I concur with jje, get separate financial accounts. My wife doesn't spend much money, but I think I lucked out, she's a very fiscally responsible person.
If she wasn't, and we did separate accounts, she'd always be asking me for money... because her job pays $9/hour (which she doesn't even need anyway), and mine pays about four times that.
Marriage is a joke. No reason for it. I can love someone just as much and give just as much and care just as much without a 10k ring on her finger.
Rick -
It's a shame she's not into substance over the material (which means she's high maintenance and self serving). $700 to flash a name on a purse sickens me. I'd rather pick up a thrift store find (recycled is fine) and then donate some funds to a homeless shelter. You'd still get your TV and a sexy movie to boot. You picked the wrong girl.
The 10k ring is the unnecessary joke. You can marry someone without buying them one of those.
Rick wrote "She can spend $700 on a Gucci purse but I want to buy a new TV that everyone uses"
Correct. Women's gifts are valuable to them when absolutely no one else in the family can use them. In fact, the more useless they are (diamond rings), the more valuable they are to women.
You can put what ever spin you want but there are some things that our brain and our libdo are wired for. Sex and hunger.You cant fight against basic human desires and things that bump in the night.
Blake-2644321
what about your off spring do you not care that your children would be labelled as bastards. There was an old english saying something like this" Ah to have been born on the right side of the balnket a kingdom could have I..."
that's how they play the game mate...... live with it.... or don't, but you can't.... so you're screwed.... literally.
Money rules, always has... How many beautiful women do you see with poor men? I can answer that, double that number and you come up with the number of beautiful women with rich men.
James -
I'd rather pick a poor man with compassion and character than a man who is poor in those qualities. Not all chicks are into what's in your wallet. A man is either passionate about life (and me) or not. Besides, the pot of gold is what he offers in the bedroom, anyway.
Okay, I'll take you up on that offer and ask you out on a date. LOL
JW - are you flirting with me???
Shared Nest, amen! I'd prefer the guy who makes a somewhat decent amount of money and is a responsible, attentive, caring lover who is crazy about me, over the millionaire who is never home to pay attention to me because he's too busy screwing everyone and their grandmother and just hands me money to keep my mouth shut because he thinks he's doing his job as a good mate.
Hot, I noticed you still made mention of the man having to make a required amount of money... gold dig much? Proof that its in women's veins and to opine otherwise is to be dishonest to say the least.
Hot-in-Miami: I look at it this way: what gives me the most joy in life (besides my beautiful daughter)? A lot of laughter, sharing intellectual thoughts or dreams, and hot sex with someone I'd adore. What more could a girl ask for???
I'd give you all of that plus a bowl of ice cream!!!
JW - I can only have half a bowl to keep this figure. However, I like mint chocolate chip.
I'll have to disagree with this assessment in real-life scenarios. The hot-chick with rich-guy might look right in hollywood as well as perhaps publicized mega-rich figures of old men dating hot young chicks while "upgrading", but real-life is different.
In reality, most "well off" couples aren't like that. Usually most well-off couples are compatible mates with similar life goals and they are usually rich because they are focused on careers vs. "the social scene" and don't care about thier looks as much. Thus they look "average" with no real noticable contrast between the attractiveness of the man and woman.
And many "attractive" girls and guys with similar life goals...or at least those who go through lengths to make themselves attractive, are not "well off" because their ambitions aren't as high in terms of productivity. In other words, the "hot waitress" snagging a "millionare customer" is mostly exclusive to hollywood romance flicks.
SharedNest wrote "'I'd rather pick a poor man with compassion and character than a man who is poor in those qualities."
At least for a six year marriage. Women file for 70% of divorces, which means that for every man that files for divorce, two women file for divorce. Forbes magazine posted that the tipping point for the spike (40% increase) in divorce rate occurs when a woman's pay check is at least 20% greater. So, a "poor man" is a man that makes at least 80% of what a woman makes.
Vincent -
My father was disabled in an accident when I was 9 and that greatly influenced my outlook on life. He lived in pain and barely walked with a cane. Becoming poor overnight wasn't the tragedy - losing the man I called "Daddy" was because of the demons he had to battle. I learned how to live frugally and put myself through college (no loans, aid, etc). I became very independent as well. The thing in life that matters the most to me is the soul of the man, period.
So how do you explain the fact that I am the one who makes the most money between me and my husband. It has been this way since we met. Does that mean he should be the one trotting around wearing makeup and me wearing flashy expensive watches? Rubbish. Yes there are superficial women, but the majority of us just want to have something to cheer us up that doesn't cost a ton. Ever thought of that smarty pants!
annsrum, no, he already got his prize ! You as a breadwinner !
Annsrum
most rules are not absolute. There are some exceptions. You're an exception to the rule
Annsrum: I have also always brought home about twice what my husband has been able to earn--and I'm grateful it doesn't create problems between us. It would bother most men, I think.
rkb5555: We're exceptions only because we earn more than our mates. Since there are more women than men in the work force, at about the same ratio as there exist women to men, the 'kept woman' many men posting here believe to be the norm is woefully incorrect! And, if women received equal pay for equal work, any discussion regarding the 'kept woman' would swiftly prove obsolete.
Men apparently resent the burden of being family breadwinners? Then why do they so heartily resist equal pay for equal work? Can't have it both ways, gentlemen.
This study is mortally flawed because it leaps to an assumption that women only want to look good for the opposite sex, and then only to find a spouse--in a complete absence of evidence on either point.
There is no resistance of 'equal pay for equal work'. That's just old liberal feminist nonsense that N.O.W. constantly prints to keep their membership and finances up, and I've read their articles. They are very greatly over exaggerated.
If you REALLY think about it, though it is greatly equalizing now, the fact that there WAS such a thing explains much. I rarely see young CEOs for major corporations. It makes sense that the old men, who had occupied such positions in the past, would indeed make more money and have more experience in the higher paying jobs.
Another interesting article I had read not long ago was that once a woman gets up the corporate ladder in power, it appears that SHE is the one that keeps other women from getting up the ladder much more than any man.
annrsum wrote "So how do you explain the fact that I am the one who makes the most money between me and my husband."
There are not many of you.
lol funny study. I was thinking that instead of going on vacations, they buy make-up for a little boost in the happiness department. We, men and women, all want to look and feel our best for many reasons regardless of the economic conditions.
I saw in a recent study that when the economy goes sour, women treat themselves to nice "make-up" as a way to feel glamorous and good about themselves without breaking the bank, and without having to spend big money on expensive clothing.
Even in a good economy I still dress like crap, but since I'm a nerdy scientist, I fit right in with the rest of us.
Matt - FYI: Nerdy scientists are the new sexy.
Julie - I agree with you. I like to challenge myself in how good I can look for next to nothing and get a double happy bang out of that. No need to spend much to feel pretty, regardless of what is going on around me.
Yes, Shared Nest. A little flirting. LOL
@Shared: Really? Could've fooled me...
Though scientist women are HOT. I love their big brains and they way they talk quantum mechanics to me...
Matt,
That's too funny. Seriously, subjects like the transcription of RNA or cellular respiration are very appealing. Environmental science is hot, especially on the issue of global warming. Okay, so that was dry. Regardless, chicks who matter dig brains and intelligent conversation. I should know - I'm a girl. It's the way you say stuff that matters. Try a bedroom voice, wearing snug jeans. The baggy pants hides your essentials.
@Shared Nest:
I'm a computational chemist. So maybe I can fool some people telling them I'm in the modeling business, but then if they ask "what kind," I have to tell them, "molecular."
Matt,
You've got a great sense of humor. Very quirky, and that's very sexy. When you tell a girl that, slowly remove your glasses if you have them and do a hand rake through your hair. If you don't have glasses, get a pair. You can use them as a teasing tool. I'm getting happy just thinking about it.
Shared Nest,
I wear glasses all the time, but if I do a hand rake through my hair, it'll get stuck in some random disheveled orientation. Part of my "grooming style" is using my fingers for a comb in the morning. I don't know that anything I do would be "sexy," but maybe I should "accidentally" drop one of my books on QM methods and hope one of my publications fall out from between the pages.... that might impress, right?
OOPS! I guess you'll have to do the hand rake, etc. for your wife. That was embarrassing! Anyway, she's a lucky gal to have such a funny, intelligent guy who is a "molecular model". And the publication is very impressive, indeed.
Haha, no problem... I don't think my wife finds me "sexy" but I think she does enjoy my company -- else she would have left by now. I don't think nerdy in guys is sexy -- it takes no effort. Thought you knew I was married, but then just scrolled up and realized I mention her in a different comment thread. *facepalm*
I have to differ on your take on nerdy guys. You'd be surprised - I love science and learning about it even though my major was in International Studies (started out in the sciences). In a day and time when there is so much polarization, science - and intelligent conversation - offers a nice diversion. Anyway, it's been fun (I'm such a Scarlett) and I sent a FR. Maybe your wife would like the slow hair hand rake? It is sexy. Just put a brush through your hair first. :)
My hair is so short, all a brush would do is likely scratch my poor sensitive scalp...
I used to have long hair, not fitting the scientist stereotype -- it was in a ponytail. She liked it when it was long and lustrous, but seems to like it now, which is more a military-style cut. I like it because it only requires a toothpaste-amount of shampoo to wash it. And also, I don't have to do anything with it. (Though I guess I probably should.)
I agree with the polarization, namely political. I'm always interested in talking science, though outside of my workplace, there's very little opportunity to do so. And I accepted your friend request.
hahaha... you people. Please carry on. I have popcorn available now for some more entertainment.
Julie,
This has been a fun thread! I love pop corn and I'm even going to get ice cream out of the deal! Yeah me!!
This is a correlative study only. And they could have very well likely extracted the wrong conclusion.
How about reverse psychology of denial? Could the person try to deny the fact they are facing hard times by spending more on themselves?
To prove the original researchers conclusions are correct, they should track data from dating sites and gyms to see if the number of women have increased. This would be a strong correlative indicator to the original conclusion.
Well, the girl at the Burger King drive-thru was lookin pretty hot yesterday, and I know I'm a sexy bitch. That's it! She wants me!
Isn't this just biology? Men want the most suitable females. Women want the most suitable males. There is always a competition both ways. Obviously modern society has influenced how we perceive this but it's still just animal sex.
Is there something wrong with that? If you want to be a feminist and make it about something else there is nothing wrong with that, but your just interfering with natural biology. Yes we've evolved. But the drive to procreate is alive and well, and if that dies the human race dies with it.
I read this article and start looking around the page for the glossy ad for the new '63 Studebaker Avanti. That'll get her attention! -;)
LOL! Thanks, Paul!
The title of the article should have read, "Natural Born Gold Diggers"
Sorry to burst your bubble but many of us buy with our own money . No man needed to buy my purses ( G.Ch, Dior etc). We went to school all the way...LOL
Way to recylce stories MSNBC. Leonard Lauder, using his "lipstick index," has been saying this for years.
Our "lizard brains" ??? as in what, Lot Lizard? come on...
'Lizard brain' is colorful short hand for our lower level, instinctual brain functions. Meaning we evolved from tadpoles/frogs/lizards/whatever and it is a remnant of that point in human brain evolution.
Women have standards and don't want a loser. Who would have ever thought that?
Because money is the best way to decide, right?
Because the man who is making a decent wage right now always will, right?
If they're smart they're also looking for things like degrees. A degree gives an idea of how sustainable someone's income is. A salesman or real estate agent can have a great year every once in a while but a doctor has a great year every year and always will.
Really, the actual job someone holds is the only thing that should matter to a gold digger (unless they can also get some idea of the guy's investment portfolio which is unlikely). Half the guys out there driving Benzs and wearing designer clothes are a paycheck away from a homeless shelter.
bg nailed it- whatever the observable measurement of the suitability of a male might be at any point in time (or history) inevitably males will strive to obtain and display it at any opportunity. Including put themselves into whatever debt a bank will allow. Lots of fakery in this arena.
Unfortunately it works. I can measure like a sine wave how much more 'attractive' I am whether I'm driving the benz or the toyota. And these aren't gold diggers, these are respectable women seeking suitable mates. It just that this is the first, most obvious measurement so it warrants further interest.
I use to find it kind of repulsive, but I understand it a bit more now. A suitable mate to most more traditional females is one that is capable of earning a decent living. If I called every woman who wanted that a gold digger there would be very few left.
SaintGeorge wrote "Women have standards and don't want a loser"
Woman's equal is a man that makes at least 20% more. That holds true even for Feminists.
Oh good grief! It's the networking thing. You never know who you'll meet while you're out that could lead to another decent job.
This is what passes for news? The lone professor who put this "study" together is projecting her own theory on her "data." I'd like to see what questions were actually put to the people in this "study." The woman obviously had nothing better to do. And the fact that she teamed with Mary Kay says a lot.
Yup, then you accidentally marry one only to come home one day and find her on the couch in a pink husband beater, bag of cheeto's in one hand and bottle of merlot in the other. Your friends stop inviting you to do stuff because they know you aren't allowed, your browsing history is no longer private and neither are your emails or texts. Good times.
Some women fall in love with and want to marry serial killers in prison. They want a man in their life, to get married, then they drive them to drink with their B.S. Don' t fall for their outer beauty and seductiveness. Women are just plain crazy !
I believe that Estee Lauder and her competitors (even before she founded her later more famous company, but earlier in her career) discovered this effect during the later years of the Depression and in the economically restricted WWII years. The thought process (at that time) was "when you can't buy a fur, or a silk dress - or even silk stockings, you can at least buy cosmetics." The original analysis was not specifically laden with issues like "man-hunting" or job competition but just about quality of life in a very general sense during challenging times.
I'm actually surprized that these earlier conclusions were not referenced in the study or at least in the article's description of the study. Either the study authors of the article writer - or both - didn't do their homework. There's nothing new in this study except some shaky conclusions. "Lizard brain"? How automisogynous.
I was with you until the end. "Lizard brain" is a euphemism for the amygdala. Hardly misogynous, auto or otherwise.
Yes, I know.
Just suggesting that it's a bit harsh to characterize reasonable behavior in response to economic conditions in such organic terms, particularly as a generalization of a gender and then to use a term that in the context of hte use has denigrating overtones. So, maybe just "crass" in this case, and not necessarily mysogynistic.
Denigrating only if you have no familiarity with it. If I dumbed down my vocabulary to the point that the least educated could easily understand it I would just sound like one of them too.
Chicago, stop. You used a lot of big words there, but you and I both know that you didn't know what the "lizard brain" was when you posted that. It's OK.
Please don't let this study shape your opinion or all research. There are plenty of labs doing important, meaningful, rigorous research.
A tube of lipstick at a drug store costs maybe $7 and at a makeup counter in a department store maybe $20. This is a pick me up that won't break the bank.
When the economy is bad and I've cut back on my cell phone and discontinued the cable subscription, and stopped eating out, and cancelled the summer vacation, buying a new tub of "lipstick" is cheap and makes me feel good. Like I've done something nice for myself.
On the other hand my husband buys beer or golf balls or both. Everyone deserves something nice just for them that makes them feel good.
The best indicator of a recession is seeing attractive women working. When the chips are down these parasites have to fend for themselves - unfortunately for the less attractive women the beauties are hired first. Once the economy is back in the black the girls are back to their "shop and lunch" world.
I keep seeing women on here saying that they agree that some makeup is just a pick-me-up or something to cheer themselves up with. I find it fascinating though that these women are feeling better about themselves by buying something that changes their natural appearance to some degree. Why is that? Men don't generally go beyond taking a shower and combing their hair to feel better about themselves. What thought process is going on behind this need in some females to change their appearance? Yes, I realize they are not consciously doing it to please a man or even other women but I think this is why the author of the article referred to the lizard brain that we all possess. Putting a coat of red wax on your lips does not light up any pleasure centers in the brain in the same way that eating a can of Pringles does or even getting a massage. Obviously something else is going on in the brains of these people.