Beauty in the mirror of occupations in Iran: who spends more, and why?

This chart offers an interesting picture of beauty spending patterns by the household head's occupational group in 1402 (2023/24); a combination of two indicators: average spending in rials and its share of the household budget. At a glance, income level and the nature of the occupation appear to have strongly influenced both indicators, but subtler points are hidden within the chart.

 

At the top of the table are groups such as "legislators and managers," "clerical experts," and "scientific and technical specialists," who have not only spent the most in rials on beauty products, but have also allocated a substantial share of their budgets to this area. This can be attributed to a combination of higher income, workplace appearance requirements, and a more prominent presence in public spaces; where appearance is treated as part of individuals' symbolic capital.

 

In the middle of the chart are groups such as "technicians," "craftspeople," and "workers in personal-services occupations," whose spending, although lower than that of the groups above, still has a notable ratio of spending to budget. This shows that even among the middle and lower classes, spending on beauty as a kind of "instant good mood" remains an established part of the consumption pattern.

 

At the bottom of the chart are occupations such as "unskilled workers" and "those employed in agriculture and natural resources," who rank lowest both in the amount and in the share of spending. This difference may stem from a combination of lower income or the physical nature of the job.

 

But the main message of this chart goes beyond a comparison of numbers: for many households, beauty is a psychological and social necessity, not a luxury good tied to income level. Even among low-income groups, a share of the budget is allocated to beauty, so that the need for self-esteem, a well-groomed social presence, and a sense of personal satisfaction can be met. This pattern reflects what economists call the lipstick effect (Lipstick Effect); a phenomenon in which people, under difficult economic conditions, keep small but symbolic expenditures in order to retain a sense of control, hope, and social dignity. This chart reminds us that household spending decisions are shaped by a combination of economic factors (income), social factors (peer pressure and societal expectations), and psychological factors (the need for self-esteem and a good mood), which are reflected in a distinctive way in each occupational group.