Pittman’s article states that the December trade retail sales figures from the US Department of Commerce reveal that the personal care category is a shining star amid poor overall figures. This article validates the point I made last week in my blog titled, “Downsized But Not Down!” Early in my beauty career I was a trainer for Elizabeth Arden Cosmetics. I’ll never forget the great stories we heard and passed on, depicting how Ms. Arden…Charles Revson (of Revlon fame)…and other depression-era beauty giants made their biggest money (relatively speaking) during the depression years! In fact, many later referred to it as “the golden years” of cosmetics, reminiscent of the ‘golden years’ of Hollywood. Many of us were stunned to learn that the beauty houses declared such healthy profits at the time, that the government issued a special cosmetics and fragrance tax to tap into the huge wealth amassed by our industry! So, for all of my industry ‘compadres’ that have been recently downsized or laid off, as I too have been…. take heart and listen up! Consider our industry’s history and know that we have been down this path before. Take comfort in the realization that during those bleak times, our wonderful profession remained strong and in many cases, truly flourished. I, personally, remain very optimistic about our collective future and destiny. Why? Because I believe that we have all (serendipitously) chosen to hitch our wagons up to an amazing industry; one that will never truly decline as it is deeply connected to each of our core “chakra’s: the chakra of self-esteem!
The chakra of self love/self confidence and self esteem is a core component of our psyche and psychological health. Beauty enhancement of any kind sparks one’s deepest feelings about one”s self and ignites feelings of hope, optimism and joy in a truly unique, immeasurable and incomparable way. The magic that we offer the public— will NEVER recess or decline, if we continue to market and promote the benefits our goods and services in a fresh, yet aspirational manner. It is up to each of us to keep reminding our buying audience of the special, emotionally uplifting powers that our beauty elixirs are endowed with. We are the keeper of the message and the treasure!
Yes, the recent impressive revenue stats (referenced in Pittman’s article) illuminate the potential and the resiliency of our incredible industry. In fact, one analyst recently declared that: “The beauty industry is proving to be a shining star in an otherwords down-turned economy“.” However, as members of the professional beauty community, it’s our individual and collective responsibility to make certain that this star shines brightly for a very long time to come. Wouldn’t you agree?