
Halfway through working a Gala event at a local Shoppers Drug Mart Beauty Boutique I stopped and looked around - I was
surrounded by makeup. Well duh!!! It's a
beauty boutique...but that's not what I meant. Look to the left there's Benefit, Smashbox, Clarins, Bourjois, Elizabeth Arden. Look to the right there's Lancome, Lise Watier, Shiseido, Dior. Look straight ahead there's Clinique and Balmshell, look behind and there's Guerlain. Never mind stepping
out of the beauty boutique and being presented with Quo, Revlon, Loreal, Maybelline, Annabelle, Vasanti, and many more brands and products. And I won't even start to describe the Sephora experience!
I couldn't help but think that if an average, *non-beauty-product-obsessed* woman was looking to buy a
pink lipstick, she'd be
bombarded with choices. Every cosmetics line makes a pink lipstick...and it doesn't stop there. Today there are more shades than ever before - does she want frosty, matte, creamy, light, dark, bright, deep, rose, fuchsia, coral-pink, red-pink, brown-pink, moisturizing, long-lasting, yummy-tasting, expensive, middle-priced, or cheap? Does she want to support a cruelty-free brand? Is she interested in organic? What about mineralized? Should she buy from the brand that's donating to a good cause, or the brand that will get her 20x the reward points?

The bottom line: today's beauty consumer is faced with
hundreds of choices when deciding on which beauty products to buy. I think most people view this as
freedom of choice - the ultimate decision is made by the consumer based on her personality, values, and beauty style. Having more choices allows us to express ourselves in various ways and to differentiate ourselves from the rest (it also provides great content for us beauty bloggers!). But at what point do the many choices become overwhelming and turn into a beauty
burden? When faced with 10 lipstick choices, it's not just a question of what I want (knowing me, I'd want all 10 of them!) - to narrow it down, it has now become a question of
how do I want to express myself? Sheena Iyengar* said it best in an interview with Globe and Mail reporter Simon Houpt,
"given who I am, what do I want, and given what I want, what should I choose? And when I decide what I want to choose, I want to make sure that that’s a reflection of who I am and that who I am has got to be different than who everybody else is." (http://bit.ly/daZoZo) She argues that this is a pretty heavy burden to place on ourselves every time we need to make a purchasing decision. Do I want to be the girl who supports cruelty-free products? Or do I want to be the one that wears the $50 lipstick? Is long-lasting colour more important to me than ultra-moisturized lips? Do I feel comfortable wearing deep or bold shades or do I need a light or neutral colour to make me feel good about myself? What makes me feel good about myself? There is a
plethora of self-defining questions that I think we subconsciously ask ourselves when making our beauty product choices, and it never really occurred to me until I read Iyengar's above quote.
Upon reflection, I realized that when faced with a smaller range of choices (e.g. choosing between 4 shades of pink) I am quick to make a decision - the fewer options make it easy for me to decide which shade best compliments my taste and style. However, when faced with an abundance of choices (e.g. 15 shades), I spend
hours trying to decide which product to buy...could it be because the variety and slight difference in each shade are forcing me to decide who I am, or who I want to be, and how best to express myself right there in that moment? Am I subconsciously feeling the pressure to define who I am through my choice? This has definitely given me something to think about.
What are your thoughts?
Is the power of choice a true freedom or is it becoming a beauty burden?
*Sheena Iyengar is the author of The Art of Choosing released earlier this month. I am very interested in reading this book and will definitely pick it up at my next trip to the book store. Let me know if you've read it - I'd love to hear your thoughts!