The Psychology of Beauty Product Consumption

It is no secret that the way a woman feels about herself is greatly affected by the way she looks. Study after study proves that the better a woman feels about her physical appearance the happier and more comfortable she will feel. It's no wonder women spend so much money on beauty products. A study done in the UK claims that a woman will spend ₤25,776 on pampering themselves throughout their life (ElixirNews.com). If you also factor in the value of the US $ compared to the United Kingdom ₤ that number is closer to $50,760. Now that is a lot of money.

The February issue of Vogue UK features a story about the psychology of beauty product consumption. The article acknowledges the subtle psychology that companies use to entice consumers. The chances are much greater that comsumers will buy a product if they somehow believe they need it or that a product will make them feel better about themselves.


Since working in research and marketing, I am familiar with the terminology "creating a story" for advertisers. Basically in the beauty world, editors call a well-packaged product with a creative marketing plan a "story." People relate more to a "story" than merely a bottle of hand creme. If advertisers can convince a consumer that they will look more youthful, attractive, and fix certain 'flaws' then the chance of them buying the product is much greater. There is no doubt that people have preconceived notions about skin care and beauty that affect their buying. For example the popularity of French products like Estee Lauder, L'Occitane en Provence, Lancôme Paris, L'Oréal Paris, etc. En general these products exude the perception that they are high quality and exceptionally effective. Is this necessarily the case? I do not doubt the quality of such products however I do not think that the mere fact that they are from France makes them any more exceptional than any other brand.


Still companies are very aware of the fact that women interact with product by processing signs and building ideas of product image in their minds. For this reason, packaging is extremely important. Jars are seen as higher than tubes, and if you notice most high end skin care lines will come in jars, not tubes. Other products call for the consumer to appy the product with an applicator. Is this necessary? Definitely not. Putting on a creme with your hands is just as effective, however the applicator makes the product seem well, of higher quality. Scents and essential oils are also an important part of a consumer's decision to buy a product as well as the company's decision as to what image they want to portray. Natural products will attract a certain audience of consumers that are health conscious rather than the consumer who is looking for the latest technology to get rid of wrinkles.


It is impossible to be fully disaffected by the images we receive from clever advertising. A lot of what we know about a product surrounds it's image and the way it's advertised. A product junkie like myself, I know that I have been affected by such tools plenty of time, the key is to never loose track of what you are searching for and get caught up in all the hype.

Laura Mercier - Seduction Collection

Laura Mercier's new collection is out and what better name than Seduction. The dark, smoky colors for eyes and bright colors for lips are a perfect selection for the new spring season. The violets, maroons, and greens are especially complimentary for brown and black eyes.

The Eye Color Quad comes in two sets, Shy Violet and Wild Violet. The colors are a mix of eggplant, mauve, pinks, and maroon. These colors glide on smooth and stay on the lids all day. Both of these sets are limited edition, so make sure to get them this season.

The Brilliant Eye Liner comes in four brilliant colors. The liner glides on smooth and is water resistant. Each color has a slight shimmer and in each variety for any eye color. The rich, jewel-toned hues will make eye color pop.

The Lip Colour Creme and Shimmer are bright and will get you noticed. A perfect match for the brilliant lip colors that were seen on the runway this season. The creme and shimmer contain Vitamin A & E as well as antioxidants in order to keep your lips healthy and smooth. The shimmers provide a light sheen if you prefer a less intense color.

The Nail Lacquer colors are dark, Avant Garde and Daring. The polish is formaldehyde free and fast drying.

Insider Tip - Open up your eye area

It does not take much effort to open up your eye area and make your eyes more noticeable and beautiful.

1- First choose an undereye cream that will moisten the area and prepare the skin for makeup application.

2- Apply a concealer one to two shades lighter than your natural skin tone and blend well under your eye. You can also apply some concealer lightly on the eyelid. This opens up the eye even further.

3- Now use a highlighter and lightly dot over the concealer in the inner corner of the eye. One of my favorite highlighter's is Laura Mercier's Secret Brightener. Her brightener opens up the eye area and smooth out the skin. The highlighter reflects light and gives the skin a youthful appearance.

4- Apply eye shadow to the inner rim of your eye. Make sure to use a light color such as cream or lavender. Remember that light colors make the eye open up, where as dark liners and shadows make the eye recede.

Bobbi Brown- Pink Raspberry Face Palette

Bobbi Brown has a new color this Spring, Pink Raspberry! I am a huge fan of Ms. Brown's cosmetics and this new vibrant color doesn't disappoint. With Spring just around the corner, this new bright palette gives us something to look forward to, perhaps also some warm weather. Bobbi Brown claims that these colors are universally flattering and judging from what I've tested in the past I'd say this to be true. The Pink Raspberry will make any one's face pop. Lightly sweep the Pink Raspberry blush unto the apples of your cheek in order to get a touch of color. Use the Navajo eye shadow to cover the whole eyelid and under the brow. Then you can take the Fog eye shadow to line your eye. Lastly choose one of the lip sheers and finally you have a new spring look!

Christian Dior Diorshow Black Out Mascara

Christian Dior Diorshow Black Out Mascara

If you want long dramatic thick lashes Diorshow Black Out should be your mascara of choice. The Black Out line uses authentic kohl that creates the dark black look giving the eye some intensity. Kohl has been used since ancient times to create the dramatic beautiful eye. For a fuller look you can apply the mascara between the lashes.

Bobbi Brown Shimmer Brick

Bobbi Brown's shimmer brick is a very versatile product. Each shimmer brick comes in a variety of shades that you can blend and apply to your cheeks after blush to create a natural, shimmery glow. I loved this product and I gave it as presents to many of my friends hoping to share the Bobbi Brown love. My only complaint about the product is that it is very fragile. Be careful not to drop it because the separate strips from the brick will break apart and come loose.

As an added bonus you can also use your shimmer brick for eye makeup. The five different shades can create a nice effect on the eye.



Shades
Pink Shimmer, Bronze Shimmer, Apricot Shimmer, Beige Shimmer, Rose Shimmer.

Limited Edition
Gold Shimmer and Pink Quartz Shimmer.

Pink and rose are best blended with neutral and pink blush shades. Bronze is best blended with deeper blush colors. Apricot and beige are best blended with neutral and peachy blush colors.