Case Studies

Issue No. 46 - April/May 2009

‘Lipstick Index’ an act of charity

Tough times bring out the best in some sectors. Sales of comfort goods such as alcohol, cosmetics and confectionery can rise as people indulge in small luxuries but skip bigger ones.

This trend is known as the ‘Lipstick Index’, a term coined by Estee Lauder chair, Leonard Lauder, who observed lipstick sales went up in tough times. SA makeup artist Gabrielle Boulton hopes this lipstick factor will help market her new cosmetic brand.

Gabrielle has worked in the beauty industry for many years with large makeup companies from retail, to training and sales. Most recently working purely as a

makeup artist, she has heard first-hand what clients want and need, using this information to develop her G Cosmetics range.

“I believe if your product is the best quality, combined with a strong business plan and effective marketing strategy, you will always be successful - regardless of the economic situation,” she says.

“I’m busier than I have ever been whi...

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