Kiwi-owned and operated Green Cross Health (Life Pharmacy) has responded with ‘Big Beauty Week’.
The Lipstick Effect is an economic phenomenon that has already gained traction on an international scale in 2024. It was previously noted in the Global Financial Crisis of 2007 and as far back as the Great Depression of 1929. Aware of this trend and the general economic sentiment across the country, Kiwi-owned and operated pharmacy group Green Cross Health has launched "Big Beauty Week”.
The trend suggested that while consumers may veer away from larger luxury purchases during sustained economic uncertainty, they are still likely to indulge in smaller, discretionary items such as cosmetics and well-being products that provide a welcome boost without blowing the budget.
The Lipstick Effect has also noted the psychological impact of spending on more minor, self-care luxuries, such as cosmetics, that provide much-needed emotional uplift amidst challenging times.
The power of simple red lipstick to transform an outfit or a fresh spring scent to lift the mood—the impact can feel the same even if the budget doesn’t run to a new outfit or pair of shoes.
Running across its network of 51 Life Pharmacies and online, it will offer Kiwis more accessible price points across a range of well-loved beauty and fragrance brands, alongside the expert care and advice they have provided to their communities since 1995.
“Our Life Pharmacy has always been committed to helping New Zealanders feel their best and receive the right care and advice every time they visit (one of their local community Life Pharmacies),” said Rachael Newfield, Group CEO of Life Pharmacy.
“We know it has been a challenging time for many Kiwis, but even a small treat to themselves or an investment in their self-care can greatly impact how they feel. With that in mind, we have decided to launch Big Beauty Week.”
With a focus on beauty, they will also offer in-store and the opportunity to spin the wheel online to win a prize.
Newfield hoped this initiative would allow even more New Zealanders to enjoy a little luxury.
“For some people right now, it might just be about popping in to speak with one of our beauty experts to get some free advice or fresh inspiration, and our team encourage that.”
Green Cross Health will run Big Beauty Week from Wednesday, 11th of September, to Tuesday, 17th of September 2024.
