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“Lechany” is a consumer trend that covers the “daily luxury” costs to more, confirming life.
Costs on “Pick-Ups” is a well-established recession resistant to recession, and consumers often turn to shopping modest personal things like makeup, perfume and candles-or even collectibles rubber ducks or Dolls from Labub – To enhance the moral state when times are difficult or uncertain.
No wonder then that the consumer trend has long been regarded as a bell for how consumers relate to a wider economic background, which is currently characterized by inflation, steadily high interest rates and problems regarding growth and jobs.
The phenomenon is not new; For example, the “lipstick effect” is the theory that lipstick sales are increasing during economic downturn – for almost a century. It was first recorded during the Great Depression in the 1930s, this term in the 2000s, when Leonard Lader, former Estée Lauder Makeup chairman, said the spike on sales after the September 11 terrorist attacks.
“The lipstick effect mainly means that buying small treats when you are under financial pressure,” said John Stevenson, retailer at Peel Hunt, Tuesday CNBC.
“You can’t afford a new dress or outfit, but you can always get a new lipstick. You can’t afford to get a new sofa, but you can get a throw or some pillows. You can’t redo the house but you get a new tablecloth,” he said, this is why the retail category is much more durable. “
Shanghai, China: The woman checks the lipsticks in Shanghai, August 16, 2004.
Liu Gin | AFP | Gets the image
The COVID-19 pandemic, as well as the reassessment of personal well-being and what creates enrichment and unforgettable life, caused a trend with consumers who want to make daily victims to have “experience”, especially disposable events such as $ 200 and more than a ticket on Taylor Swift Oasis.
“Leathomics is almost another step (than the lipstick effect), if you reduce everyday life costs, you reduce the basics, perhaps you buy more own brands in the supermarket, but thus the tokens you go and make an OASIS concert for the output and spend £ 500-00 (up to $ 1330).
What is “protecting”?
Economists agree that the tendency of inceptions has been able to flourish in the era of economic uncertainty and shaky confidence in consumers.
“This lift” Ladonomics is also called the “small culture” of General Z on Tiktok-less about “guilty pleasures”, and instead of introducing moments of joy that does not bring life to life, “said the Senior Director of the Retail Company on Tuesday CNBC.
“It’s like a” lipstick effect “on steroids, because consumers have an enhanced sense of uncertainty in combination with additional options and access than if you earlier to turn everyday solutions into everyday decisions into the ability to treat. To make joy in inter -lap.
Smith said that traditional stages of life, such as marriage, ownership, workplace achievements and retirement, now looked different for “almost every living generation” and were rethinking or disappearing, “because of their desire or because they are no longer achievable.”
This caused a shift from the ability to celebrate “milestones” to the celebration of more “inch stones”, which led to this rapid lift of the incense.
“For example, for those who cannot afford the house up to 40, the treatment was a welcome respite and a way to express themselves in their midst when the milestone passes them,” Smith said.
“For those who do not have a partner and children, instead of celebrating weddings and children’s souls, they throw their energy into breaking parties, dog birthdays, high -level welfare, and much more. At work. “
A woman who celebrates the dog’s birthday.
Urbazon | E+ | Gets the image
In a similar note, millennia and Gen z since childhood turned to “Kidulting” – enjoying adult versions of joys – that “catapulted LEGO, seeing that some spend up to $ 1000 on kits,” Smith added.
Consumer confidence underlies the mood
In the UK, GFK consumer confidence index measures a number of attitudes towards consumers, including expectations of the general economic situation and financial positions of households, as well as views on the creation of large purchases at home. In July 2025, he fell to -19, declined at one moment since June.
Meanwhile, the US confidence in consumers in July is a slight increase. Overall, however, consumer confidence level remains humiliated “below last year”, Stephanie Guhard, senior economist of global indicators at the conference council that produces consumer trust data In a statement last week.
According to economists, protracted pessimism is in the trend of sweets, that is, more affordable and perhaps more enjoyable purchases and experiences will remain attractive.
Customers look at the Labubu dolls, which are put up at the new POP Mart in Las Vegas on July 12, 2025.
Guilder Kara | Las Vegas Review-Magazine Tribune News Service | Gets the image
The index of the uncertainty of the Global Economic Policy of Cantor, an indicator of the degree of uncertainty related to the economic policy at the world level, “announced the current era of one of the” great uncertainty “relative to the last 40 years. Life feels uncertain, without light at the end of the tunnel,” Smith.
Cantor predicts volatility and uncertainty, which we feel likely to not dissipate over the next five -eight years.
“It gives us strong signs that the treat will be stored at least three or five years of hath we can count on seeing the trends in a” small treatment culture “to move faster and becoming more fragmented geography and cultural niches. This is a problem for brands that should be agitated.”
