Lipstick in the Time of Corona: Psychosocial Musings
Keywords:Self-Confidence, Lipstick, Feminism, Lipstick Effect, Self-Esteem, Body Image, COVID-19
This article is a psycho-social musing regarding the importance of lipstick as an item of makeup at a time when its primary area of usage, the face, has been covered due to demands of health and safety as a result of the coronavirus pandemic. Being a musing, the article does not follow any strict methodology and has been written based only on certain day-to-today observations. By looking at the continued sale of lipsticks on online platforms and the ideas regarding its importance and usage as explicated by online beauty personalities, this paper tries to understand the importance of lipstick as a tool of women’s self-esteem, body image, self-confidence, emancipation, beautification as well as a symbol of consumerism in the current times when it cannot be flaunted due to the face masks. By using theories of feminism, especially post-structural feminism, consumerism and psychological theories such as those related to self-esteem and defence mechanism, the article has tried to put forward a psychosocial explanation of the use of lipsticks in the pandemic times.
BBC Network (2021). Make-up: A Glamorous History. https://www.bbc.co.uk/iplayer/episode/m000vcbw/makeup-a-glamorous-history-series-1-1-georgian-britain
Bousquel, P. (2021). The Lipstick Market Beyond 2020: What to Expect? https://www.aptar.com/news-events/the-lipstick-market-beyond-2020-what-to-expect/ (accessed on 4/8/2022 at 5.58 PM)
Collins, R. (1998). ‘The Sociological Eye and its Blinders’, Contemporary Sociology, vol. 27, no. 1, pp. 2-7.
Lauren Gurrieri & Jenna Drenten (2021). ‘The feminist politics of choice: lipstick as a marketplace icon’, Consumption Markets & Culture, vol. 24, no. 3, pp. 225-240.
Lazar M.M. (2011). ‘The Right to Be Beautiful: Postfeminist Identity and Consumer Beauty Advertising’, in R. Gill and C. Scharff (eds) New Femininities, London: Palgrave Macmillan, pp. 37-51.
Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco. (2017). ‘Service Quality, Behavioural Intentions and Lipstick effect. Evidence from a Masstige context’, Mercati e Competitività - Journal of the Italian Marketing Society, vol. 2, pp. 1-27.
Mills, C.W. (1959). The Sociological Imagination. New York: Oxford University Press.
Morgan, C.T. et al (2019). Introduction to Psychology. Chennai: McGraw Hill Education (India) Private Limited.
The Times of India (2020). Lipstick Sales Take a Dip, thanks to Coronavirus face masks. https://timesofindia.indiatimes.com/life-style/beauty/lipstick-sales-take-a-dip-thanks-to-coronavirus-face-masks/articleshow/76963127.cms
Truong, Yann & Mccoll, Rod & Kitchen, Philip. (2009). ‘New luxury brand positioning and the emergence of Masstige brands’, Journal of Brand Management, vol. 16., pp. 375-382.
Veblen, T. (1899). The Theory of the Leisure Class: An Economic Study in the Evolution of Institutions. New York: Macmillan.
Wolf, N. (1991). The Beauty myth: How images of beauty are used against women. London: Vintage.
Copyright (c) 2022 Artha Journal of Social Sciences
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.