The “Lipstick Effect” that occurred during the US Great Depression in the 1930s has now appeared in Taiwan.
According to a study by AVON Cosmetics Taiwan, the local lipstick champion, over 50 percent of female respondents are very unsatisfied or unsatisfied with their personal economic situation. The biggest reason is the imbalance between income and expenditures, and almost 30 percent also say they have been laid off or had to take pay cuts or unpaid leave.
As incomes shrink in the economic downturn, Taiwanese women must tighten their budget for cosmetic products. This has caused the relatively cheaper lipstick to buck the trend with increasing sales. Last year, the domestic sales figure for lipstick was almost NT$1.2 billion (about US$365 million), with 3.29 million lipsticks sold, the highest in a decade.
AFP PHOTO/ MANAN VATSYAYANA
Using Avon’s sales figure as an example, Avon General Manager Karen Wang says the average individual lipstick purchases increased by 55.5 percent last year, and she expects double digit growth this year. The “Lipstick Effect” has reached Taiwan.
Chen Li-chin, the CEO of Perfect Image, an image management company, says that a historic view of the beauty industry shows that the beauty and make up of women has had a significant impact on social atmosphere. By applying lipstick to look good in difficult times, they cheer people up, as did those women who applied lipstick to fight the suffering of World War II with a happy face.
Apart from the “Lipstick Effect,” US economist George Taylor also proposed the famous “Hemline Theory” in 1926, claiming that stock prices move in the same direction as the hemlines of women’s skirts: Lower hemlines means lower stock prices, while a mini skirt fashion means surging stock markets.
PHOTO: AP/CHRISTOPHE ENA
However, Chanel and Louis Vuitton, two leading French brands, made completely opposite predictions in their spring/summer collection shows.
Led by fashion emperor Karl Lagerfeld, Chanel displayed a more conservative and pragmatic style at the Paris Fashion Week. Not only did the long skirts trail on the ground, but they were also black-and-white. This is in line with the theory that claims long skirts will be in fashion in a downturn.
Louis Vuitton, however, fought recession in its collection, where over 70 percent of the dresses were super-miniskirts with bright colors.
Fashion critics say the two extremes are not necessarily the designers’ predictions of the economy. Whether recession-hit consumers want to dress conservatively or boost their morale by wearing miniskirts, all depends on their personal choice.
(LIBERTY TIMES, TRANSLATED BY EDDY CHANG)
經濟不景氣，一九三０年代、美國經濟大蕭條時的「口紅效應」也出現在台灣了。
根據國內口紅銷售冠軍品牌「雅芳 AVON」調查，有超過五成以上受訪女性完全不滿意或不滿意個人經濟狀況，其中最大的原因是自認「收入與付出不成比例」，也有近三成原因是遭公司減薪、裁員或休無薪假。
不景氣、收入減，台灣女性只好緊縮化妝品預算，反而造成單價較低的口紅銷售逆勢成長，去年台灣口紅銷售額近十二億元、賣出三百二十九萬支，是近十年來最高。
雅芳總經理王子云說，以雅芳銷售額為例，去年平均每人口紅購買金額逆勢成長五十五．五％，今年預估還會有兩位數成長，「口紅效應」已出現在台灣。
Perfect Image形象管理學院總監陳麗卿指出，從美容歷史經驗來看，女性裝扮美麗對整體社會氣氛的影響非常巨大，不景氣時期使用口紅裝扮，能振奮人心，正如同二次大戰時期，女性搽上口紅裝扮快樂的面容用以對抗戰爭的痛苦。
其實除了口紅理論，一九二六年美國經濟學家喬治．泰勒也有個知名的「裙襬理論」，裙子越長股市越低迷，而迷你裙盛行，往往正是股市一飛沖天的時刻。
但是對於這個知名的「裙襬理論」，法國兩個代表性品牌香奈兒和路易威登（LV）在春夏大秀裡，則做了截然不同的預測。
由時尚大帝卡爾拉格斐領軍的香奈兒，在巴黎時尚週中，展現保守實穿的風格，裙襬拖長及地，顏色更是以黑白為主調，完全符合裙襬理論中，經濟不景氣長裙將大行其道的說法。
不過LV春夏大秀，則力戰經濟不景氣，有超過七成的服裝以超迷你裙為輪廓，顏色也十分鮮豔。
時尚評論者說，兩種極端的創意，不見得是設計師對景氣的預測。不過消費者在景氣蕭條時刻，到底是要穿得保守低調，還是要以迷你裙提振士氣，就得看消費者自己的選擇。（自由時報記者高嘉和、方惠宗）
Scientists have made a groundbreaking discovery in the depths of the Pacific Ocean: oxygen production without the involvement of living organisms. Four kilometers below the surface where sunlight cannot reach, researchers have found metallic lumps generating what they term “dark oxygen.” This form of oxygen is produced through a process independent of photosynthesis. Unlike the traditional photosynthesis process, where organisms use sunlight, carbon dioxide, and water to create energy and oxygen, the newly discovered phenomenon operates in complete darkness. The accidental finding occurred during a study of metal-rich lumps in an abyssal plain between Hawaii and Mexico. These lumps, known as
A: What were the highest-grossing films globally last year? B: “Inside Out 2” was the highest, followed by “Deadpool & Wolverine,” “Despicable Me 4,” “Dune: Part 2” and “Moana 2.” A: “Inside Out 2” was also the highest-grossing film in Taiwan. B: It grossed nearly US$1.7 billion worldwide, or NT$55 billion, becoming the best-selling animated film of all time. A: I can’t believe I missed the movie last year. A: 去年全球最賣座的電影有哪些？ B: 冠軍是《腦筋急轉彎2》，其後是《死侍與金鋼狼》、《神偷奶爸4》、《沙丘：第2部》、《海洋奇緣2》。 A: 《腦2》也是去年台灣票房冠軍耶。 B: 這部鉅片狂賣近17億美元，約550億台幣，成為全球影史最賣座動畫電影！ A: 真不敢相信我錯過了這部強片。 （By Eddy Chang, Taipei Times／台北時報張聖恩）
A: In addition to “Inside Out 2” at the top, what were the other highest-grossing films domestically last year? B: “Gatao: Like Father, Like Son” was the only Taiwanese movie among the top 10 blockbusters, which included five animated films. A: I’m surprised that the Taiwanese hit “The Pig, the Snake and the Pigeon” wasn’t on the chart. B: But it grossed over 500 million Chinese yuan in China, which is nearly NT$2.5 billion. The figure was five times higher than that of the best-selling film in Taiwan. A: Its success shows that Taiwanese movies should go international. A:
A Cameroon-flagged cargo vessel “Shunxin-39” was believed to have caused damage to an undersea cable of Taiwan telecoms operator Chunghwa Telecom on the morning of Jan. 3. It was suspected that the Chinese merchant ship, which was registered with the nationality of another country, deliberately cut off the cable by dragging the anchor over it. While the incident is still under investigation, China has a long history of using maritime tactics to sabotage Taiwan’s infrastructure. In February last year, two cables linking Taiwan to its outlying Matsu Islands were damaged within days of each other by a Chinese fishing
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