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The Pleasure Principle & Retail Therapy go Hand-in-Hand
The world has turned upside down and inside out the last couple of years, with shutdowns and closures making us long for the way things were. But luxury shopping, it seems, has thrived, providing a sense of happiness and well-being to consumers. Perfume and make-up sales have remained particularly strong. Coty fragrance revenues jumped 12% to 1.58 billion in sales in 2021. L’Oréal reported an increase of 15%. Why? Consumers are reporting they feel better following make-up and beauty treatments. Many fragrance companies have decided to take advantage of the beauty boom and have taken their products back in-house. The power of scent can change a mood instantly—and we all want something simple to make us happy.
This Pleasure Principle is also at work with luxury products beyond perfume. Research shows shoppers get a big dose of dopamine when shopping, with high-end luxury brands providing an even bigger buzz. The heart starts pounding when you walk away with a $2,500 handbag or $900 pair of sneakers. Those on a smaller budget may get the same luxury buzz with a high-end scarf or belt. My research shows you also receive a BIG serotonin boost when you give a gift. I’m willing to provide my husband with a serotonin rush and guide him toward a high-end gift for me! I’m just selfless that way.
Dopamine Dressing
Dopamine Dressing started popping up in my feeds this year. Seems buying new clothing and spraying on a clean perfume provide a psychological mood enhancer that ties-back to positive memories. Colorful clothing may also provide a positive impact on our moods. In order to get an even bigger dopamine buzz, step out of the norm and buy something that is out of the comfort zone; it can trigger dopamine.
So, shop fearlessly. Take risks and see if you can get a good feeling from those Louis Vuitton Sneakers you have been eyeing. Pull the trigger and make your heart pound—even if the bill at the end of the month does the same thing. Down a big glass of wine and cheer yourself on because dressing with intension will boost your mood.
Trending for 2022
Fashion statements trending this year include oversize shirting, ballooned silhouettes, puff-sleeved dressing, and anything black & white. More to follow on trends when I post what is up and coming for summer 2022. Until then keep on shopping!
Source: Harper’s Bazaar, Vertical Response, Total Retail
AUTHOR
Kim Kelley, Marketing Guru
Kim Kelley is the Principal at Creative Marketing Arts. With over 30 years in the Shopping Center industry, Kim offers creative ideas blended perfectly for REIT Advertising and Marketing. With an eye for perfection and creative flair, Kim offers all clients Out of the Box solutions.