Lipsticks, blushes, and bronzers, oh my! Ever walk through that pretty, cosmetic-lined aisle of the mall department store on your way to the car, and somehow come away with three lipsticks you didn’t really need and $100 less in your pocket? Yeah, we feel you.
As it turns out, you’ve been tricked by the devious minds of the experts like retail consultants Alan O’Neill of Kara Change Management and Karl McKeever of Visual Thinking, who are basically responsible for goading you into impulse buys. (Whaaaa?)
Want to know some of the sneakiest stuff they’re up to? Good, because we’re appalled and want to gossip about it.
THEY WEAR WHITE!
Have you ever noticed the salespeople are all dressed like docs and lab technicians? It’s because they want you to think of them as an expert, like a dermatologist prescribing a miracle skincare regimen, instead of just someone pushing moisturizer on you.
THEY SELL IN THREES!
It’s a visual game! People love the number three, according to O’Neill, so the salespeople are taught to sell in that quantity. Like, think, “This eyeliner is totally meant to go with this mascara, which would look great with our new lip palette.” Ah, three. It really is the prettiest number, isn’t it?
THEY GIVE YOU FREE STUFF!
You thought that free sample was a goodwill offering? Ha. Hahaha. Once you test that new mascara, those cosmetic experts know you’re going to get hooked (or feel guilty), and thus definitely pull out your wallet for some legit retail therapy.
THEY MAKE YOU LOOK YOUNGER!
One word: lighting. To be more specific: bright, white lighting. Just like the supermodels at a cover shoot for Vogue, the LED lighting at a cosmetics counter is pure, super-high tech and designed to bring back that vibrant complexion of your younger years.
…We know, right? Shocking! But doesn’t getting tricked feel kinda good if you get a great Chanel rouge out of the deal? (Sometimes?)
You can read the rest of these O’Neill and McKeever’s spilled secrets over at The Daily Mail. And the next time you lose a chunk of your paycheque to that airbrush-like foundation… don’t say we didn’t warn you.