Lips Don’t Lie

When Scarlett O’Hara asked Mammy to make her a flattering dress out of the portieres, she had a very specific purpose in mind; to charm Rhett Butler. It’s a pity she didn’t use the lipstick instead.

The real reason behind a simple incident born in the thoughts of Margaret Mitchell in 1939, and was lost equally easily in the pages of ‘Gone with the Wind,’ was elaborated upon by a curious group of researchers almost seven decades later.

Amidst the 2008 recession when unemployment went through the roof and a great many companies, in almost all sectors, registered record plummeting of sales, one industry did not just stay afloat but actually saw an increase of almost 6% in sales. This was none other than the cosmetic titan, L’Oréal. Those who sat to speculate could not attribute L’Oréal’s success to any incredible business strategy; rather the answer came from evolutionary psychology, especially the mating psychology of women and may be, lies somewhere in our concept of beauty.

Make-up, especially lipstick, is not a vain modern invention. Tinting lips in face decoration has played a very important role in civilizations for thousands of years. Both men and women of the Ancient Sumerian civilization used gemstone powder, a luxury only the rich could afford, to tint lips in an attempt to attract the opposite sex; a very powerful emotion in evolutionary psychology of mankind.

Each civilisation has witnessed periods of abundance and scarcity alike. Where periods of abundance may trigger different mating patterns in humans, ferocious competition arises during scarcity. Beautification during scarcity was mainly to attract a resourceful mate. This principle pretty much holds true even today. Signs and symbols that were explicit in the ancient times may have been reduced to mere innuendoes as the world has progressed and has become more civilized, nonetheless, have not been wiped out and never will. Scarcity in the ancient world, which could be the times of famines or droughts, signified a man’s inability to provide food for his mate and offsprings. For single women, it also meant nonavailability of quality mates. So during these times, the efforts to attract a quality male partner are amplified. Today it entails unemployment or lack of monetary support and security that a man can provide, which is often the case during economic recessions.

‘The lipstick effect’ as it was termed, apparently had not occurred for the first time in 2008. During the Great Depression (1929-33) cosmetic sales rose while US industrial production was cut by 50%. All employees in Beiersdorf kept their jobs while unemployment was on the rise in Germany. Japan saw a 10% rise in the sales of accessories while the disposable income remained stagnant or has even reduced since 1997. Stock market investors can rest assured if they have invested in the cosmetics industry. This is a recession-proof industry; numbers don’t lie.

While the hypotheses itself falls short on the number of factors that are at play in the game of attraction; it does present an aspect of human behaviour and the primal instincts of homo sapiens. It articulates the importance of security needs which is pretty much ingrained in our DNA. 

A Lesson in Grooming

I was in my early twenties and it was 2009, the recession. Just finishing college, I was trying to make the best of an opportunity as a PR I was lucky enough to find. Since it was a small company, we strived hard to maintain a media presence. For one such event, a press conference, I was incessantly networking with the most influential in the art world of Bangkok.

As a PR this was my big day. I was a student with a student's wardrobe (if you know what I mean...) and no make-up barring a lip gloss. To prepare, I shopped for a perfect (or that's what I thought...) pair of grey trousers, a nice black top and a blazer to finish the look. The next morning, satisfied with my look, I started for the venue where my employer had already reached and was giving finishing touches to the set up. I knew she'd be happy and surprised by my professional turnout and boy oh boy, surprised she was.

What happened at the press conference is a distant memory. Everything was over in no time. How I packed up and came home remains a mystery to me; I have no memory of it. All I remembered was the reaction and comment of my employer. I remember her looking up at me, smile deserting her face, her scuttle towards me and her callous pull at my arm. I remember her, telling me that I make her look bad. Why couldn't I spend some time on myself? Why didn't I wear a skirt? (weird but true...it's a Thai thing) For God's sake... I was the PRO!!! I represent her in the media... Why didn't I groom myself? Why couldn't I look my best?

Another look in the mirror and a different perspective cleared the haze. I wasn't my best. I looked like a timid person with low self esteem. I didn't love myself enough to groom myself. How would anyone entrust a dismal being with the image of their company? The thought stuck with me.

No, I wasn't fired but realised that dressing and grooming are the most pronounced forms of self expression. How one presents oneself is a subtle display of ones personality traits, positive and negative.They are the giveaways of our deepest feelings and misgivings. Whether you are complacent or a go-getter, it will be reflected in the way you dress and groom. It is a subconsciously acknowledged fact that people who dress and groom well exude confidence, have high self esteem and climb the success ladder faster than those who don't. They have a sense of self efficacy and self-sufficiency. And it's not just professional success that makes grooming important. People who take care of themselves are better caretakers too. Confident people are able to maintain healthy relationships as they can voice their opinion and hold a regard for others simultaneously. Confident people trust themselves and therefore are capable of trusting others.

Lastly, beauty attracts beauty. While we all have different perceptions of beauty; to me it simply means being at your best. I can write and write about grooming and turn this article into a thesis and I'm tempted to include a gamut of topics about grooming here, but some other time.... :)