English Composition
1 December 2015
The Fight Between High-End and Mass Retailers
From 2007 to 2009 the world experienced the worst global recession since
World War ll. During this recession people started losing their jobs, having less
money, and some of them even became bankrupt. The way society spent their
money changed. People had to spend less because they had less. This affected
numerous businesses, but at the same time helped some others grow. The mass-
market beauty was one of them. Since women had less money, they started to buy
cheaper makeup which benefited this industry enormously. Today, this period is
finally over. People have money again, and they are going back to their old
spending habits. Now women are willing to spend a little extra money to get the
total holistic beauty experience which has left the drugstores alone. Mass retailers
are trying to win back the market but for the past two years they have been losing
the market to prestige beauty .
In December of 2007 was when the recession started. This was the worst
recession Americans have ever experienced in their lifetimes. People started losing
their jobs and as time passed the situation didn’t seem to be getting any better, in
fact, it was just getting worst. People were not prepared for this big hit; they were
scared and feared for the future of their families. When the financial crisis hit, 64%
of Americans admitted they were scared and unprepared while only 45% said they
felt that they were prepared for this big hit. As the situation got worse families had
to change their spending habits. Since no one knew when it was going to get better
the number one priority was to save as much money as possible. People stopped
buying unnecessary things and conformed with having just what was elemental.
Due to the financial crisis America was going through, women had change
their spending habits. Times were really hard, but they still needed to buy their
everyday necessities which included makeup. Women considered that looking good
gave them the confidence they needed to fight trough this hard times. For that
reason the turned to drugstore makeup, a cheaper alternative that provided their
everyday makeup such ass their mascara, foundation, blush, and gloss. The
