People have said lipstick is recession-proof. In fact, in times of economic decline, ladies have purchased lipstick more than ever. Time reports that back in 2001, Leonard Lauder, chairman emeritus of cosmetics company Estée Lauder, coined the term "lipstick index" to make sense of the increase in sales. It makes perfect since to us—a colorful lip is a quick and affordable way to look glamorous when you can't buy a new fall outfit. "We have long observed the concept of small luxuries, things that can get you through hard times and good ones," explains Lauder. "And they become more important during harder times. The biggest surge in movie attendance came during the 1930s during the Depression."