Have you heard of the “lipstick index?” This is a term created by Leonard Lauder during the 2001 recession. As the economy went down, Lauder posed, the sale of little, cheering luxuries like lipstick went up. 

But in our current economic downturn, the news is all about nail polish. According to Time magazine, lipsticks sales are only up 14 percent this year, but the sale of nail polish has risen 54%.

This might simply be a fashion trend. Or it might be because nail polish is cheaper than lipstick. (In other words, even lipstick is too rich for our blood these days.)

But here’s a positive spin on the news: I think good nail care is a boon for women. At Brogan & Partners, we even bring in a manicurist once a week to give our employees some free pampering and—if they want it—polish.

This is a perk, yes, but I also think it’s a sound business decision.

I know that sounds a little bizarre, but hear me out.

When you think about it, your hands are one of the first impressions you make in a business meeting. You thrust out your hand and shake. And while men might focus on their grip, women think about their grooming. Manicured hands—with neatly shaped nails and no ragged cuticles—show that you’re put together. You’re conscientious, even meticulous. You’re on top of the little details. And you’ve got style!

All that conveys, and inspires, confidence. And this is no small thing in the business of marketing. After all, we’re not just marketing products and ideas. We’re marketing ourselves.

Not that polish is all about putting on a show. It gives the wearer a lift, too. How many times a day do you glance in the mirror? Maybe three or five?

 But your hands are always in your sightline. When I type, gesture, or drive, it gives me a little lift to see a flash of color and shine. Does it boost my confidence? Who can say? I’ve been a diehard nail-painter since the age of eleven. I barely know myself without a coat or three of lacquer on my nails.

I do know that when I was going through my breast cancer treatment, I was appalled when I heard I might have to take off my nail polish for surgery. In her amazing memoir, Geralyn Lucas wrote why she wore lipstick to her mastectomy. I didn’t care much about lipstick when I went for mine, but my polished nails felt like the utmost symbol of my dignity. (And yes, I got to keep my mani.)

Nails might seem like a frivolous detail, but I think they’ve got some significance—in life or at work. So, even though it’s a sign of bad economic times, I’m kind of glad women are finding a pick-me-up in nail polish these days. In my book, it’s one of the better boosters out there.

A week ago, we all sat down to groaning Thanksgiving feasts. Then it was on to Black Friday and Small Business Saturday. I even found a site, moderntribe.com  that invented Shop Jewish Sunday. It all culminated in the Visine-inducing Cyber Monday.

Now many of us, awash in beribboned packages, have a consumer hangover. That’s why the newspaper ad I spotted the other day came at the perfect time.

The ad urges us to “redefine Christmas” by giving to charities instead of giving stuff. I think that’s a great message. While sometimes a material gift is just the thing for a holiday or occasion, whenever I see a “no gifts” note on an invitation, I happily make a donation to my favorite charity—the Susan G. Komen 3-Day for the Cure--instead.

But what if you don’t have an automatic go-to charity.

That’s where social media comes in.

With a quick Google, I found some excellent charity clearinghouses, including:

• Just Give, which created the Redefine Christmas ad.
•  Charity Navigator with lots of great functions including a complete rating on charities.
• Network for Good offers charity gift cards.
• Charity Watch helps you check out organizations and insure that your online donation is safe.
• Crowdrise, one of my personal favorites, just offered a 48 hour promotion where 1 out of every 3 donations were free. This allowed users of crowdrise an opportunity to give their favority charity a donation and get the money right back.

And if these sprawling databases are too much for you? Check out your friend's Facebook pages for their favorite charities. That’s how I found out about Kiva  through which one can make microloans to business owners in need, as well as Heifer International which gives families in developing nations livestock and training to improve their health and finances.

Or go to a favorite business’s website. Subaru, for instance, is “Sharing the Love”  through the holiday season by donating $250 to one of five charities for every new car sold. 

Online networks are a great way to find cool stuff to buy. But they’re also the perfect medium for giving back. To me, that’s the essence of what social media is all about.

I’m a long time fan of the TV show, The Biggest Loser. For the past five years, I’ve spent many Tuesday nights glued to NBC watching the triumphs and the struggles of a group of dedicated and brave men and women competing to lose weight and regain control of their lives. It’s a perfect mix of inspiration combined with a bit of drama to end my day. During season 7, a fellow Michigander, Helen Phillips took home the grand prize.

Last summer, I had a terrific opportunity to have lunch with Helen Phillips and get to know her off of the TV screen. Over salads (dressing on the side), we talked about our personal goals. Helen is focused on helping people live a healthier life, and I’m forever dedicated to putting an end to breast cancer. We knew we could work together to create a really great event.

On October 20, 2011, Helen Phillips and I invite you to celebrate healthy living and survivorship at our first Partners in Pink Party. Come see the historic Peabody Mansion in pink lights honoring breast cancer survivors and remembering those who have lost their battle. It’s the second year our beautiful building will shine bright pink in downtown Birmingham. We have wonderful sponsors donating food, drinks and entertainment. The majority of your ticket price will go to benefit two organizations that mean so much to us--The Helen Phillip’s Foundation and FORCE. The Helen Phillips Foundation promotes healthy living to combat obesity, and FORCE is a national non-profit organization devoted to hereditary breast and ovarian cancer. We hope to see you at this one-of-a-kind event.  

The historic Peabody Mansion, the home of Brogan & Partners, is usually a sight to see in yellow, but this October we’re going pink. It’s Breast Cancer Awareness Month. So we wanted to raise awareness for breast cancer, honor Michigan survivors and remember those who lost their lives.

This cause is very near and dear to us. On a professional level, we have a strong passion for healthcare marketing. And on a personal level, our Managing Partner, Ellyn Davidson, is a breast cancer survivor. She was diagnosed with the disease 3 years ago and beat it. Her organization, Ta Ta Breast Cancer (a group of Susan G. Komen Breast Cancer 3-Day walkers), has raised over $290,000 for breast cancer research and treatment. Our agency is dedicated to supporting this cause for her and for all women out there who must face this disease.

We hope that our pink lights will be a small step in supporting the cause and increasing awareness to many. All of us here at Brogan & Partners are looking forward to a brighter (pinker) tomorrow for women’s health.