Luxury in the Face of Gloom
I gave up cable at the end of last year when we moved. On top of it seeming too expensive for what it is, I was also beginning to feel overwhelmed by all of the programs my DVR had waiting for me every time I turned it on. It was like having another dog, always eager to have me home, and dying to play with me. Watching network TV has its own problems (commercials, nothing on), but it's also brought public television specials back into my life.
And so it was earlier this week that I caught an interesting documentary on Elizabeth Arden and Helena Rubenstein, "The Powder and the Glory". The story of these two women couldn't have come at a better time, when luxury goods manufacturers are struggling to figure out how to remain relevant to consumers. Both women made their fortunes primarily during the Depression years, and made those fortunes by realizing that people didn't stop desiring nice things when bad times hit. In fact, the inability to afford new clothes and other more expensive items channeled all of that desire into the smaller, more affordable "luxury" cosmetics peddled by the two brands. Were you a pretty, landed, blue-blooded Arden girl, or were you the urban, stylish Rubenstein gal? Either way, it just cost a few dollars to buy into the dream. A similar marketing strategy has worked for many of the current luxury goods companies, allowing consumers to buy into the lifestyle with the purchase of a handbag rather than a season's worth of clothes.
The documentary got me to thinking a lot this week about concept of the "Little Luxury", and how that could translate today. At first, I wasn't inclined to believe that we'd see another cosmetics boom. Makeup, after all, is far more common these days, and it's hard to imagine women putting that much more makeup on just because of a recession. But then I started thinking about the other avenues of cosmetics marketing -- the anti-ageing serums, the teeth whiteners, the pore shrinkers. Could Creme de la Mer and Strivectin sales be on their way up? After all, stress takes it toll, but you most certainly don't want it to show in your interview for that new job. And what other small pleasures, outside of the cosmetics realm, might enjoy a similar surge in popularity? I'm on the lookout.
I gave up cable at the end of last year when we moved. On top of it seeming too expensive for what it is, I was also beginning to feel overwhelmed by all of the programs my DVR had waiting for me every time I turned it on. It was like having another dog, always eager to have me home, and dying to play with me. Watching network TV has its own problems (commercials, nothing on), but it's also brought public television specials back into my life.
And so it was earlier this week that I caught an interesting documentary on Elizabeth Arden and Helena Rubenstein, "The Powder and the Glory". The story of these two women couldn't have come at a better time, when luxury goods manufacturers are struggling to figure out how to remain relevant to consumers. Both women made their fortunes primarily during the Depression years, and made those fortunes by realizing that people didn't stop desiring nice things when bad times hit. In fact, the inability to afford new clothes and other more expensive items channeled all of that desire into the smaller, more affordable "luxury" cosmetics peddled by the two brands. Were you a pretty, landed, blue-blooded Arden girl, or were you the urban, stylish Rubenstein gal? Either way, it just cost a few dollars to buy into the dream. A similar marketing strategy has worked for many of the current luxury goods companies, allowing consumers to buy into the lifestyle with the purchase of a handbag rather than a season's worth of clothes.
The documentary got me to thinking a lot this week about concept of the "Little Luxury", and how that could translate today. At first, I wasn't inclined to believe that we'd see another cosmetics boom. Makeup, after all, is far more common these days, and it's hard to imagine women putting that much more makeup on just because of a recession. But then I started thinking about the other avenues of cosmetics marketing -- the anti-ageing serums, the teeth whiteners, the pore shrinkers. Could Creme de la Mer and Strivectin sales be on their way up? After all, stress takes it toll, but you most certainly don't want it to show in your interview for that new job. And what other small pleasures, outside of the cosmetics realm, might enjoy a similar surge in popularity? I'm on the lookout.














