CONFESSION TIME:
the lip balm on my desk costs £195. It is no ordinary lip balm; it is the caviar of lip balms, equating to £7.80 a gram. And since we’re talking relativity, it is more expensive per gram than actual Iranian Beluga premium-grade caviar (which I don’t like, so I’d rather not put that on my lips anyway). In the ordinary world, where I don’t get sent new products to try, would I spend £195 on a large pot of By Terry Baume De Rose? Erm, I’d definitely spend £39 on a small pot of it because applying this nourishing balm to my lips is like tasting the idea of the enchanted Turkish delight from The Chronicles Of Narnia. The limited £195 extra-large Imperlious edition literally arrives on a bed of roses. That one is not for me to pay for; that one is for Santa to gift me. My point is, some things are ridiculously expensive, but at Christmas it’s kind of OK.
As a beauty cynic, I once thought that if you had £700 to spend on an eyelift serum, you should just have an actual eyelift. Then I tried out said £700 RéVive Peau Magnifique Les Yeux youth serum for a month, on one eye only. Such was the uplifting effect, I looked like I had some nerve damage on the untreated side. Of course, it didn’t last, but if I had a particularly generous other half I’d now add the regenerating skin serum Dior Prestige La Cure to my Christmas wish list. It’s a three-week, £950 treatment made from such rare roses, they can only be harvested twice a year. Admit it: you don’t even know what it does, but you want it now, don’t you?
It’s the classic cost-more-want-more scenario and it’s your right to choose this if you want to. Whatever the price, we’ve all made that gateway purchase, upping the ante on our usual limitations and spending that bit more, based not on logic but emotional need. Yes, the Office fringe loafers are great, but the Gucci ones? Best. Gift. Ever. A cost-effective face serum is super, but the £185 Fresh Crème Ancienne Supreme Face Serum, handmade by monks, has a cooler backstory.
And if you’re worrying about your gift wish-list budget, consider this: while you can ask for top-end products, there are plenty of offerings that are more reasonable in price. For every Dior La Cure, there is a Le Grand Masque for £150. Or even a Dior Rouge Lipstick for £26.50. It’s the ‘Dior’ bit that’s the special, right? Wrong – it’s the thought that counts. Actually, no – who are we kidding? It’s the Dior that counts!
Covetability aside, the science behind these super-buys is worth its weight in gold. The Dyson Supersonic Hairdryer (£349 for the limited edition) was the result of £50m and four years of research. Does the consumer care about this, or is it the kudos of having one that counts? When my husband asks me what I want this year, will I be saying the 18ct-gold bottle of Kérastase Elixir Ultime The Gift Of Gold Oil? It costs £35,000 – what do you think? I’ll stick some Swarovski crystals on my current bottle, thank you. He can get me the Gucci loafers instead.
‘WE’VE ALL UPPED THE ANTE ON OUR USUAL LIMITATIONS, SPENDING THAT BIT MORE, BASED NOT ON LOGIC BUT EMOTIONAL NEED’