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THE VALUE OF PLEASURE
‘Tis The Season For Self-Indulgence
(Dec. 21, 2004) My “pleasure value” has gone up in recent years. I’ve come to demand fine quality products, well sewn garments and silky body creams. This comes at a high price. Even though my pecuniary situation has frequently denied me luxury, I usually don’t regret spending (what many think is too much) on myself.
When Madonna sang, “We’re living in a material world, and I am a material girl,” I agreed. I believe in rewarding my efforts and in image investment.
Yes, I invest in my image. I have worked full-time for nine years, while many of my friends were still living at home, pocketing their monthly allowance. In all my life decisions, the consideration of pleasure value has been a priority – a consideration I suspect many Chileans omit when entering the real world.
During a business trip to Argentina and Uruguay last week, I noticed how our Atlantic neighbors understand the importance self-indulgence. From hairdressing, to clothing, to accessories, to skin care, people displayed a huge amount of money invested on themselves, despite the financial upheavals of recent years.
I felt sad to think of my grey Chile.
I interviewed two Argentine business people who have chosen Chile to develop their brands: Gloria Johannsen, from Gloria Johannsen Cosmetics2, and Ariel Krichmar, from Arrest Me. Although Johannsen manages skin and hair products and Krichmar runs a clothing line for 14-19 year old males, they agree on one issue: Chileans aren’t used to spending on themselves.
Johannsen worked in international trade for 15 years before deciding to launch her own cosmetics line. She chose Chile as her platform due to its stable economy and gaps in its skin-product market. Her products have sold in Santiago and Viña del Mar this year, and profits are growing.
However, this female entrepreneur has noticed how reluctant Chilean women can be to splash out on themselves. Though I find no shame in spending on myself, many do. The household, children and partner come first for most females. Although family is very rewarding, I ask myself how much these women actually think they’re worth when they look in the mirror. Vanity can be good, when it boosts self-esteem.
“While Johannsen described her product lines, I dreamt of the aromatic salt and foam baths she described, of her scented body creams and matching perfumes, of the ironing scent for sheets and towels, and of how the puffiness around my eyes would go away with her eye-contour cream. I pictured myself in a large bedroom with a huge walk-in closet, enjoying the texture and aroma of luxury.
“Beauty with pleasure” is Johannsen’s motto, a maxim she shares with me.
Krichmar, on the other hand, has focused on masculine clothing. He travels the globe to find the most distinctive casual urban garments and adapts trends to the Chilean market. He has managed to demand high quality fabric and serigraphy to offer well finished and long-lasting pieces that match the lifestyle in the fast lane of the younger generation. His look fits for skateboarding, soccer, mall-parading, dancing at raves. And none of his garments cost over US$20. He finds inspiration in Hong Kong and Europe for most of his designs, and they work.
Both Krichmar and Johannsen know the Chilean market is becoming more demanding. But they are also aware of our society’s conservative dress sense as unwillingness to spend. They are working hard not only to win over buyers but to keep them. While their customers invest in self-pleasure, they invest in keeping them satisfied. The gratification buyers find in spending in good products, they find in keeping them faithful to their lines.
I believe this is what self-indulgence is about: getting top quality products at a convenient price. After all, how could I not afford myself? A time will come when I decide to invest in a house or a car, but I will do that only once I know I can feel good in them. I invest in image pleasure to feel good, because it is one of the easiest ways to treat myself after long hours of hard slog.
This Christmas, don’t rush in to shopping and mass spending. Think of those to whom you’re giving and chose what you think they will enjoy. Demand quality, for them and for yourself. After all, it’s your money that keeps productivity alive.
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