The lipstick effect is the theory that when facing an economic crisis consumers will be more willing to buy less costly luxury goods.[1] Instead of buying expensive purses and fur coats, for example, people will buy expensive cosmetics, such as high-end brands of lipstick.[2] The underlying assumption is that a certain portion of consumers will still buy luxury goods even during a bad economy. When consumer trust in the economy is dwindling, consumers will buy goods that have less impact on their available funds. Outside the cosmetics market, consumers might be tempted to purchase other high-end goods such as expensive beers, or smaller, less costly electronic gadgets.
口红效应（Lipstick Effect）是指在经济不景气时期，人们减少了在昂贵奢侈品上的消费，而转向购买价格较为便宜、能满足一定心理需求的商品，如口红、化妆品等。
