Martinez, Luis Manuel da Silva Pereira FructuosoTura, Nicoletta2022-05-302022-05-302022-01-192021-12-17http://hdl.handle.net/10362/138954The crisis brought by the latest Covid-19 pandemic has affected many different aspects of our everyday life, challenging and changing the way we do things. Our make-up behaviours we reno exception. In previous periods of recession, cosmetic sales were used as a proxy to outline the economic situation –a phenomenon known as the Lipstick Effect. The aim of this paper is to record women’s cosmetic habits in the aftermath of Covid-19 and to inquire if the Lipstick Effect can still be considered a valuable economic indicator. We conducted a questionnaire study completed by 232 women and we collected pre-and post-pandemic data for comparison. Make-up usage decreased both in terms of frequency of application and purchase. The focus shifted from the lip to the eye area: mascara and eye make-up boomed, while the implementation of face masks disrupted females’ cosmetic behaviour and forced women to adopt new make-up habits (#maskmakeup).engConsumer behaviorBehavioral scienceCovid-19 pandemicMakeup habitsLipstick effectFacemasksmaster thesis202974146