飓风圣翼酷拼视频:口红里的经济学

服装设计师和水晶眼镜设计师在当下这么艰难的经济环境下生存艰难。但口红设计师则是另一番天地。在2001年，被雅诗兰黛名誉董事长Leonard Lauder称为“口红指数”反映出，在经济衰退期口红销量激增。

Lately, the lipstick theory hasn't been holding up. Lipstick sales – on the decline since 2007 – continued to fall in 2010, according to the latest data on the product released by market research firm Mintel. That throws lipstick out the window in the hunt for measures of recessionary spending in the Great Recession. I caught up with Lauder today to ask him what gives with the bomb in lipstick sales and whether that upends his theory.

最近，口红理论却失效了。根据市场调研公司Mintel的最新数据显示，自2007年起口红销量下滑一直持续至2010年。为了应对经济萧条而缩减开支，减少口红更新。今天我联系到Lauder来采访他是什么导致口红的爆炸式增长，现在是否已经终止销量增长了呢？

Lauder's response? Nail polish is the new lipstick. And lipstick wasn't really the point. "We have long observed the concept of small luxuries, things that can get you through hard times and good ones. And they become more important during harder times. The biggest surge in movie attendance came during the 1930s during the Depression," says Lauder. That trend is similar to the uptick in lipstick sales during the 2001 recession and other colorful cosmetics like nail polish in this one.

Lauder是这样回答的：指甲油是口红的替代品。具体是不是口红并不是重点。他说，“我们通过很长一段时间观察发现，小型奢侈品成为经济衰退时期人们热衷的产品，在艰难的时期 对人们显得尤为重要。这就好像上世纪30年代的经济大萧条时期电影院观众激增。"自2001年的经济衰退以来，像口红和指甲油这种颜色选择繁多的产品销售便有节节攀升的趋势。

Sales of nail-enhancing goodies like nail polish are up 65% since the first half of 2008, according to market research firm NPD Group. The shift, Lauder surmises, has to do with the glut of lipsticks in women's boudoirs and the pick-me-up associated with donning color. "The idea of a brand new lipstick shade used to excite everyone. Today people have so many, they don't want to try a new one." Women, he says, would rather "shop their closets" for what they already have rather than buying more of the same.

根据调研公司NPD集团的数据，08年上半年起，指甲油专柜的销售量增加65%。Lauder猜测，取而代之的是女人们屯了大量不同色彩的口红来做搭配服装。他说，“以前，新的口红品牌总能吸引每个人。如今消费者已经拥有很多支口红，已经不想再增加新的了。”女人宁可购买许多不同风格来丰富她们的衣橱也不愿买更多相同的款式。

Nail polish is another affordable pick-me-up, but it now offers all kinds of crazy new shades to inspire the recession-prone splurge. "I picked up this signal from my grand daughters. All of a sudden there was nail enamel in these strange colors. That's the way the world is going: Notice me."

指甲油是另一个实惠易购的化妆品，现在经济衰退时不断推出新奇色彩来刺激消费。“就拿我大女儿来说，最近她涂的指甲油颜色都很新奇。这给出了一个世界的动向：关注我。”