Unless you’ve been living in seclusion on a deserted tropical island for the last year (lucky you), you’re quite aware of the Big R: Recession.  We’re in one, it’s ugly and it looks like it might get a lot uglier.  People are cutting back on everything from travel to buying new appliances, rediscovering frugal activities like gardening and do-it-yourself repairs, and clipping every coupon in sight to try and save money.  You may already be doing some or all of those things yourself in an effort to survive the tough times.  So what are we to make of this news?

According to a survey of more than 11,500 people in more than a dozen countries including Brazil, Greece, Mexico, the Netherlands, Russia, Turkey, Britain and the United States, people are still spending the same amount on cosmetics and other beauty products as they did before the economic collapse.  The data show that 41% of the people surveyed planned to maintain their spending levels on beauty products such as cosmetics, skin care products and hair care products, while 55% of respondents said they would spend more on healthcare products and only 17% would spend less.

What does this say about us?  Does it makes sense that we’re cancelling vacations, not buying cars and washing machines and counting pennies at the supermarket, but still shelling out for Garnier and Neutrogena?  We think that it does.  Everyone needs to feel they have a sanctuary, especially when times are hard or frightening, as they are now.  For women, that sanctuary often becomes the knowledge that no matter what else happens, we are taking care of our appearance and our health.  It’s an aspect of control; we cannot control the Dow Jones average, the housing market or whether we’ll be laid off next month, but we can control how we care for our skin, watch our diet, style our hair and so on.  Paying attention to and money for self-care products gives us a psychological safe harbor for our Inner Beauty, a little bit of armor for the world that lets us say, “At least I look and feel good,” no matter what else happens.

So shop smart and save where you can, but if you feel the drive to care for your looks and your health while you’re cutting back everywhere else, don’t feel guilty.  Allow yourself a little indulgence.  Keep taking your vitamins and omega-3s, keep using moisturizer and sunscreen, and treat yourself to some time getting your hair or nails done once in a while.  It doesn’t make you wasteful.  It makes you wise.  Spending a few dollars on beauty is a small price to pay to keep your spirits up and help you feel like you can take on an increasingly harsh world.

Stay beautiful,

Debi & Eva