So a big “duh” study was published about how emotions, more than rational choice, drive our purchases in the cosmetics category. As someone who works with cosmetics brands, that’s truly a no brainer. And as someone who has been purchasing and playing with cosmetics for decades, that’s OLD news. Sure, cosmetics have a very purposeful role – hiding dark circles, enhancing the sex appeal of our lips, or highlighting our eyes, to name a few, but more than anything, they appeal to our aspirations.
What was interesting, and particularly relevant to me from this study, however, was that it was proven that “consumer satisfaction is greatest when the cosmetics brand helps strengthen positive emotions through the perception of ‘caring for oneself.’” In other words, use of cosmetics isn’t only to project an image but to enhance our rituals of self-care.
I’ve discussed the notion of self-care in other posts (One More Minute Please), but I can’t emphasize how important I think it is that we physically care for bodies and our beauty (I’m actually writing an article about it!). When we touch, caress, adorn and pamper our bodies, we are connecting with them and, eventually, our spirits too. Caring for our bodies is soothing and uplifting at the same time.
No need to put on a full face of make-up. If we just spend a few minutes admiring, touching and enhancing our faces and bodies, I believe we will all feel happier as a result.