When the going gets tough, the tough put on make-up. That’s according to a new study done in Texas, Minnesota, and Arizona. Scientists women spend money on makeup during hard economic times. Psychology Professor Sarah Hill of Texas Christian University says the ‘lipstick effect’ comes from women wanting to attract a certain kind of man. In the study, researchers had 154 university students read two phony news articles. One was a fictitious story about ‘the growing harshness in world economic markets,’ and the control group read an article on architecture. Researchers say women who read the article predicting tough economic times were more likely to say in a survey that they were more likely to buy ‘attractiveness enhancing products’ like lipstick and a sexy dress than women who read the control article. Read more.