"Treat yo'self" — The Lipstick Effect

Why Little Treats Are on the Rise

The concept of little treat culture isn’t new, but it has exploded in popularity in recent years. Why? Well:

1. Economic Uncertainty: During tough financial times, consumers are more likely to indulge in small luxuries. This phenomenon, known as the lipstick effect, applies to digital products too. People are willing to pay for small conveniences, like an ad-free experience, because they provide immediate comfort.

   • Stat: Digital subscriptions surged by 15% globally in 2021, with many consumers opting for premium features on apps they already use.

2. Social Media Amplification: Platforms like Instagram and TikTok have made little treats aspirational. From screenshots of “Pro” accounts to glowing reviews of premium app features, digital indulgences are now part of the treat-yourself culture.

   • Stat: TikTok’s hashtag #TreatYourself has over 5.3 million posts, with many showcasing digital tools like language apps or self-care platforms.

3. Self-Care in the Digital Era: The growing emphasis on mental health and self-care has reframed premium digital features—like guided meditations or productivity tools—as investments in well-being.

What the Science says

1. Dopamine and Immediate Rewards: Little treats, like unlocking a paid feature, trigger dopamine, the brain’s “feel-good” neurotransmitter. This quick reward feels satisfying without requiring a significant commitment.

2. Present Bias: We, humans, tend to prioritize immediate rewards over future ones, a phenomenon known as present bias. This explains why paying €10 for a month of premium feels easier to justify than saving for a bigger goal.

3. Perceived Value: Digital products often use freemium models, where users can access free features but are offered paid upgrades that feel exclusive, amplifying their desirability.

Product Examples:

1. Spotify Premium:

   • Spotify’s free version is functional but sprinkled with ads and limited skips. Premium unlocks an ad-free, uninterrupted experience—a little treat that feels like a luxury for music lovers (and aren’t we all music lovers?).

   • Stat: Over 200 million Spotify users have upgraded to Premium, accounting for nearly 90% of Spotify’s revenue. 

2. Duolingo Plus:

   • Duolingo’s free tier provides excellent language-learning tools, but “Plus” offers perks like offline lessons and no ads. It’s framed as a small investment in self-improvement.

   • Stat: Duolingo Plus subscriptions grew by 46% in 2022, showing the appeal of treating oneself to self-betterment.

3. Calm App Subscriptions:

   • Calm’s free version includes limited meditations, while the premium subscription unlocks an extensive library of guided meditations, sleep stories, and wellness programs—a small treat for mental health.

   • Stat: Calm’s revenue hit $150 million in 2022, driven by users prioritizing small self-care investments.

4. Notion Personal Pro:

   • Notion offers a free plan that’s great for individual users, but the Personal Pro plan adds unlimited file uploads and advanced tools. It’s marketed as a small step toward being more productive and organized.

   • Stat: Notion has over 30 million users, and its premium features have become a go-to treat for productivity enthusiasts.

Espresso-sized Tips:

For Brands:

1. Frame Products as Treats: Highlight how your product or upgrade brings joy, convenience, or self-care.

2. Use Scarcity and Exclusivity: Limited-time offers (e.g., “3 months free!”) or premium-only features can boost the appeal of treating oneself.

3. Celebrate Micro-Moments: Focus marketing efforts on the emotional benefits of small upgrades, like reduced stress or enhanced creativity.

For us humans:

1. Be Mindful of Digital Treats: Little indulgences like premium subscriptions can enhance your life, but monitor spending to avoid subscription fatigue.

2. Maximize Value: Look for digital products that offer free trials or a mix of free and premium features to stretch the joy of treating yourself.

3. Invest in Self-Care: Choose treats that align with your goals, like learning, health, or productivity, to make them feel truly rewarding.

NeuroNotions TLDR:

Little treats aren’t just perks—they’re basically survival tools, at least that’s what I lie to myself. Whether it’s skipping ads on Spotify or unlocking that sweet, sweet “Pro” plan on your favourite app, these small indulgences make our daily grind a little more bearable. Brands know this, and they’re getting really good at giving us those “just one more lil treat” vibes.

When you feel like you need to pay to snooze the Duolingo owl, remember: it’s not just self-care—it’s you living your best digital life.
I’d love to hear about your personal indulgences, my inbox is open! 🍩📱✨