7 min read
CYL - Oct 30, 2023

Consumer Sentiments on Masstige Cosmetics

In the continuously evolving landscape of the beauty industry, recent market trends have highlighted the enduring impact of the "Lipstick Effect" and the burgeoning significance of the "masstige" beauty category. 

The Lipstick Effect

The concept of the lipstick effect proposes that, during economic downturns, consumers facing financial constraints tend to prefer buying reasonably priced luxury brand lipsticks, cosmetics, and other accessible luxury items.

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Even amid a climate of economic prudence and cautious financial habits, the transformative power of lipstick remains a driving force in consumer spending habits.


The enduring influence of the lipstick effect has transcended its initial economic and sociological implications, solidifying its position as a psychological and consumer behavioral phenomenon within the beauty industry. According to Forbes, Larissa Jensen, Vice President and Beauty Industry Advisor at NPD underlines the transformative power of lipstick, emphasizing its unique ability to create an instant impact on one's appearance.


Unlike more time-consuming makeup routines, the application of lipstick offers a swift and effective means of enhancing one's facial features, amplifying the allure and charisma of an individual's overall look. The simplicity and immediacy of a single swipe of lipstick have positioned it as an indispensable tool for enhancing self-confidence and projecting a vibrant, polished image.




What is Masstige?

The dynamic emergence of the masstige beauty category has disrupted traditional market segments, blurring the boundaries between mass-market and luxury goods. Coined by industry expert Ajay Kumar, masstige brands epitomize a fusion of prestige and accessibility, introducing a novel paradigm that democratizes luxury for a broader consumer demographic. By upholding their premium status without compromising on affordability and accessibility, masstige brands have reshaped the perception of luxury, emphasizing inclusivity and consumer empowerment.


Masstige Brands


A pivotal aspect of masstige brands lies in their ability to offer products that are both categorized as luxury or premium while occupying a price point that caters to the middle ground between mid-market and super-premium segments. This price positioning is achieved without compromising the quality or quantity of ingredients, ensuring that customers receive the desired efficacy without exorbitant costs. Additionally, excluding excessive marketing expenses and extravagant packaging contributes to a more cost-effective purchase for consumers.


Celebrity Impact in Masstige Cosmetics

The role of celebrities in the realm of masstige beauty has revolutionized the dynamics of the industry, amplifying brand visibility and consumer engagement through the powerful amalgamation of star power and relatable narratives. Selena Gomez, founder of Rare Beauty, and Rihanna, founder of Fenty Beauty, have leveraged their global influence and personal narratives to establish profound connections with their consumer base, transcending traditional notions of celebrity-endorsed products. Through their respective brands, they have pioneered a paradigm shift that prioritizes diversity, inclusivity, and social impact, setting new benchmarks for the masstige beauty sector.


Consumer Sentiments: Fenty Beauty


Fenty Beauty, under Rihanna, has garnered widespread acclaim for its remarkable commitment to inclusivity, exemplified by its groundbreaking range of over 50 diverse shades. By challenging the industry norm and advocating for diverse representation, Fenty Beauty has championed a transformative narrative that celebrates individuality and self-expression.


The brand's impact extends beyond the realm of cosmetics, symbolizing a powerful movement that advocates for inclusivity and equality within the beauty industry and society at large. Rihanna's visionary leadership and unwavering dedication to fostering a culture of diversity and empowerment have positioned Fenty Beauty as a trailblazer in the masstige beauty sector, reshaping industry standards and consumer expectations.


Consumer Sentiments: Rare Beauty

Similarly, Selena Gomez's Rare Beauty has resonated with consumers on a deeply personal level, propelled by the artist's candid portrayal of her struggles with mental health and self-esteem. Through her brand, Gomez has cultivated a community-driven approach that prioritizes empathy and understanding, fostering a sense of shared experiences and emotional connection with her audience. Rare Beauty's commitment to promoting mental health awareness and inclusivity is reflected not only in its product offerings but also in its thoughtful and accessible packaging designed to accommodate users with disabilities.


This empathetic approach has garnered widespread praise, positioning Rare Beauty as a beacon of authenticity and empowerment within the masstige beauty landscape.


What this means:

The profound impact of celebrities in the masstige beauty sector extends beyond product endorsements, representing a cultural shift towards a more inclusive and empowering beauty narrative. By leveraging their personal stories and cultural influence, celebrities like Selena Gomez and Rihanna have redefined the parameters of celebrity-driven brands, advocating for social change, self-acceptance, and diversity within the beauty industry. Their visionary leadership and commitment to fostering inclusive beauty standards have resonated with consumers, fostering a sense of community and empowerment that transcends traditional notions of beauty and glamour. As such, their contributions have not only transformed the masstige beauty sector but have also instigated a broader cultural conversation surrounding representation, inclusivity, and empowerment within the realm of beauty and self-expression.

As the beauty industry continues to evolve, driven by consumer-centric approaches, inclusivity, and innovation, the integration of these critical insights and strategies will remain pivotal.


Digimind's social listening tools are indispensable for brands, offering a comprehensive understanding of consumer sentiments, preferences, and emerging trends that significantly impact the industry's trajectory. By leveraging the power of social listening, beauty brands can gain valuable insights that foster sustained growth and enable them to cultivate enduring relationships with consumers.

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Written by CYL