nsychological research shows that women are likely to be vulnerable to the "lipstick effect' with them. splurging on cosmetics no matter what. During a recession, they can cut spending on other items but not their beauty budget. One theory proposes that it's a natural instinct that helps ladies ward off depression during an economic downturn, whereas another theory relates cosmetics purchasing to help them look prettier in order to attract men when times get tough. In this regard, red rules as the most seductive lip colour associated with love and fertility. According to Shiseido, each woman has to find her perfect red by testing the variations to pick one suited her skin tone. The Japanese brand's colour-payoff technol- ogy can create a range from ethereally diffused to deeply, intense reds, with the 16 variations resulting in the latest Rouge Rouge collection. Chanel global creative make-up designer Lucia Pica pays tribute to reds a pillar colour for the French brand in her debut Le Rouge Collection Nol autumn/winter 2016. The colour symbolises the power of femininity, as Coco Chanel, once said ofred: "If you're sad, add more lipstick and attack.