According to this very Telegraph article, “The theory was first identified in the Great Depression. Between 1929 and 1933 industrial production in the US halved but sales of cosmetics rose.”
Now, how do we put lipstick into Chinese?
Here’s a rule of thumb when it comes to addressing Western expressions to which we don’t have a ready equivalent in Chinese: Translate them into Chinese verbatim and then explain and elaborate.
Lipstick effect即所谓的“口红效应”,指经济衰退时期一奇特现象,即化妆品等廉价奢侈品销售继续看涨,尽管高档奢侈品以及其它商品销售大幅下降。
Hit this link for the Telegraph article in full (http://www.telegraph.co.uk/finance/financetopics/recession/3899999/Lipstick-effect-in-full-swing-economists-say.html).
Economists believe that during hard times people forego extravagant purchases like cars, holidays and kitchens and instead spend their money on small luxuries like make-up.
Recent sales figures from some of the world’s big cosmetic companies - L’Oreal, Beiersdorf and Shiseido - bear out the theory. In the first half of the year L’Oreal sales were up 5.3 per cent.
The theory was first identified in the Great Depression. Between 1929 and 1933 industrial production in the US halved but sales of cosmetics rose.
RAB Capital analyst Dhaval Joshi said: “The evidence shows that when budgets are squeezed people simply substitute large extravagances for small luxuries.”
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