From lipsticks to concerts, the ‘treatonomics’ trend is booming
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“Teanomics”-‘daily luxury’ is a consumer trend that covers the spending of life-rather life-confirming experiences-people explodes while looking for a mood in ongoing economic times.
Spending small-matter ‘pick-me-ups is a well-established stagnation-resistant tendency, consumers usually turn to the purchases of modest personal belongings such as makeup, perfume and even candles-or even collection rubber ducks or labubub dolls.
At that time, it is not surprising that consumer trend is seen as a bell about how consumers feel about the wider economic ground written with inflationary prints, constantly high interest rates and concerns about growth and jobs.
The phenomenon is not new; “Lipstick effect” – the theory that lipstick sales increase during economic decline – for example, almost a century. This term, which was first documented during the 1930s in the 1930s, had a Renaissance in the 2000s, where Leonard Lauder, former president of the make -up brand Estée Lauder, realized that there was an increase in sales after the September 11 terrorist attacks.
“Lipstick effect is basically under financial pressure,” Peel Hunt retail analyst John Stevenson said on Tuesday, “Lipstick effect is mainly under financial pressure.” He said.
“You can’t meet a new dress or outfit, but you can always get a new lipstick. You can’t afford to buy a new sofa, but you can get a shot or pillows. You can’t redefine the house, but you can get a new tablecloth,” he said, why the homewares retail category is much more harmonious than people imagined.
Shanghai, China: A woman controls the lipsticks in a store in Shanghai, August 16, 2004.
Liu Jin | AFP | Getty Images
Covid-19 PANDEM and re-evaluation of personal welfare and re-evaluation of what for a enriching and unforgettable life encouraged the trend of treatment with consumers who want to make daily sacrifices to make “experiences” for a ticket for Taylor Swift concert or Oasis Reunion tour.
“Teczafi is almost one step further [than the lipstick effect] Where you leave the daily living costs behind, you cut the basic information, perhaps you buy more of your own brand in the supermarket, but you will also make an Oasis concert for the weekend and spend £ 500-1000 (up to $ 1330). “He said.
What is ‘Treatment’?
Economists acknowledge that treatment tendency can develop in the age of economic uncertainty and shaky consumer confidence.
Retail Analysis Firm Kantar said in a statement on Tuesday, “Gen Z’s Tiktok ‘small treatment culture’, also called this ‘treatment’ this rise, ‘guilty pleasures’ and instead of injecting the moments of innocent joy to life is less.”
It is like a ‘lipstick effect’ on steroids, because consumers have this increasing sense of uncertainty combined with more options and access to turn their daily decisions into a treatment opportunity. As a result, people are romantic, how they wear and decorate their homes, and treat themselves as a ‘mental health’.
Smith said that the traditional milestone stones of life, such as marriage, household, workplace success and retirement, look different for “almost every life generation” and “except desire or because they can’t be reached anymore.
This has caused this rapid rise, which was treated rapidly, to celebrate more ‘inch stones’ than being able to celebrate ‘mileage stones’.
“For example, for those who could not meet a house before 40, a pleasant respite for those who could not meet a house before 40, and a way to express themselves in their environment.” He said.
“For those who have no partners or children, instead of celebrating their weddings and baby shower, they throw their energy to their parties, dog birthdays, high effort -oriented treatment routines and more. We have seen an increase in ‘resignation parties’ in China, a separation in the United States and Europe, and even after the diamonds, the divorce parties,” divorce parties, “
A woman celebrating her dog’s birthday.
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In a similar note, Millennials and Gen Z, ‘Enjoy adult versions of joys from childhood – “LEGO threw the adult offer, some spent up to $ 1,000 for kits,” he added.
Consumer trust forms the basis of mood
In the UK, GFK’s consumer confidence index measures a number of consumer attitudes, including the advanced expectations of the general economic situation, and the views of households’ financial positions and the views of large households. In July 2025, one point fell from June.
Meanwhile, consumer trust in the US saw a slight increase in July. In general, consumer confidence levels continue to stand as “under the head levels of last year”, and the senior economist of global indicators on the Conference Board, Stephanie Guichard, produces consumer confidence data. In a statement last week.
Economists say that more affordable and perhaps more satisfactory purchases and experiences will be attractive.
Customers are looking at the labubu dolls on 12 July 2025 in the new store of Pop March in Las Vegas.
Black Gildea | Las Vegas Review-Journal | Tribune News Service | Getty Images
Smith, Kantar’s global economic policy uncertainty index, a measure of uncertainty surrounding the global level of economic policy, declared a ‘great uncertainty’ compared to the last 40 years.
Kantar is not likely to disintegrate the volatility and uncertainty we play for the next five to eight years.
“This offers us a strong indicator that the treatment economy will continue for at least three to five years-but we can expect to see the tendencies to move faster by geography and cultural niches.
