Recessions Prefer Blondes

Full disclosure here:  The EconoMuse is blonde.  Both naturally, and enhanced by expensive means. (Yes, even the EconoMuse occasionally drops the big bucks.)

When the EconoMuse told Muse Jen P. about her new blog, she was promptly forwarded this article from the London Telegraph: "Women dye hair blonde amid recession" (Jan. 29, 2009). This week's e-musement certainly lands in the "What the ?" category.  

The EconoMuse is not even going to enter the age-old debate about blondes and fun. It really doesn't matter. However, whether or not it is true, it's the thought that counts. One London hair salon reportedly surveyed 1,200 customers on their attitudes towards blondes. Results were stereotypical--the top two beliefs were blondes are extroverted and more sexy. And 90% of the male respondents said they believe blondes do have more fun. (BTW, the other top-selling beliefs included: number three, blondes have childlike ignorance; and number five, blondes will kiss on a first date. Go figure. The EconoMuse has absolutely no idea where people could get those silly notions!)

And if it is the thought that counts, "blonde=fun" thoughts are driving our British sisters to expensive measures. "Celebrity Hairstylist" Andrew Barton claimed a 67% surge in blonde dye jobs at his London salon over this time last year. He sees this "gold rush" (his words--not the EconoMuse's) as an antidote to the doom and gloom of the economy.  

Wow. So last week we talked about alcohol sales rising during a recession, and this week we learn that since people think blondes have more fun, more women are going for the gold in this recession. This leads the EconoMuse to draw one conclusion: the economy is in the toilet, and we are all acting like we are on Spring Break, dying our hair blonde and knocking back the booze! Apparently denial is a river in Egypt. 

But does Andrew Barton's anecdotal evidence hold up under further Googling? The EconoMuse decided to find out. First she discovered that everyone loves his claim since this bit of pseudo-scientific journalism (I mean, come on--just how many hair salons have 1,200 customers to survey?!) was picked up by gazillions of magazines and newspapers ranging from Marie Claire to the Times of India. But nowhere did Ms. E-Muse find corroborating evidence or double-blind samplings. (Wait. I think there is a blonde joke in there somewhere.) Oh sure, she did find out that Mattel is investing big time in its own recession-dye-job by launching a six-story House of Barbie department store in Shanghai next month. This store will feature a luxurious spa, a couture clothing salon, and a restaurant that will sell--get this--Barbitinis.  And will Barbie reflect the skin tone and hair color of her newly adopted home? Nope. Apparently, while the doll does come in various skin tones and hair colors, it is the blonde version that drives international sales. (Source: The Guardian, "Barbie at 50: The Blonde Ambition Beneath the Hard Exterior," Jan. 9, 2009.)

So, before the EconoMuse loses her brunette faithful, she wants to let you know that while some of us are boozing and bleaching this recessionary season, a recent--and also unsubstantiated--study mentioned in The Times of India (no doubt meant as a soothing counterpoint to the Andrew Barton bit in a country with more than a few brunettes) reveals that when it comes to marrying, men prefer a brunette, because they are more dependable and sensible. Now Ms. EconoMuse would just love to ponder that as far as her limited brain power would allow, however, she is scootin' off to Palm Springs to knock back some Barbitinis and forget about that whole yucky-credit-cards-not-working-so-good-um-bad-receeding-economy thingy.