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First, I can assure you that this article will not be about the product lipstick. The Lipstick Effect is a scientifically studied phenomenon relating economic hardship to people’s tendency to purchase items and services that enhance their appearance. Another significant detail in this theory is that the focus is not on high cost luxury goods such as expensive procedures or a diamond watch. The goods being referred to are low cost luxury goods. These include spendy hair and skins products, high end cosmetics, professional salon services, and so forth. In summary, it has been proven through economic studies that people spend more money on low cost luxury goods during times of national financial hardships.
Many business investors have the possibility of recession weighing on their minds following the chaos caused by the pandemic and recent inflation. Mimosa Salon Suites would like to educate potential franchisees on the Lipstick Effect because it directly relates back to our franchise potential.
The term Lipstick Effect first originated in 2007 by Estee Lauder. It was found that consumers were driven towards “pick me ups” when the economy was unstable. Experts reported that consuming small inexpensive luxury goods provided people with a sense of satisfaction that they were unable to buy in other ways during difficult periods of time. Even during the pandemic when masks were mandated, nail polish and perfume sales continued to rise while lipstick became virtually unnoticed. This is important to note because the name of the effect can bring too much conclusion on lipstick alone when the factor includes a broad spectrum of low-cost luxury goods and services.
In 2022 we saw high end beauty products being preferred over big box store brands. This was a huge plus for small business salons and consequently attracted clients in for services too. The pandemic also brought an increase to social media presence, which additionally contributed to this demand. Selfies and constant picture taking on popular apps, such as TikTok and Instagram, made a flawless portrait a top priority. View our blog Beauty Demands from Millennials and Generation Z for more information on this connection.
Beauty industry entrepreneurs were able to use this trending demand to their advantage and as a result saw a consistent rise in requested products and services. This led to these professionals excelling in their profits and eventually demanding studios and private leases to branch into or expand their small business. Mimosa Salon Suites franchisees have been successfully leasing to full capacity at our locations despite the current inflation and our coming out of a recession.
While our franchise is not immune to an economic downfall, studies prove it to be effortlessly resilient. In fact, this safeguarding was also recognized when the beauty industry was announced as one of the fastest growing markets in 2022. This is direct evidence that the industry is not only surviving recessions and inflation but thriving! If you are a franchisee looking for security in the specific industry you choose to invest in, the beauty sector is perfect.
The salon suites at Mimosa have leasing fees comparable to salon booths while also maintaining a luxury environment. This makes our suites one of a kind in the market and ensures that beauty professionals can make maximum profits from their services and products. Mimosa Salon Suites is centered in an unbreakable industry and we will provide all the support and resources needed for our franchisees to take full advantage!