When Going Gets Tough, Women Turn to Pink

Ladies: The next time you feel a little droopy and defeated, put on a dab of pink for an instant pick-me-up, advise color and cosmetics experts, who say that the bright shade is proven to make women feel happier and prettier.

"The color pink is perfect for lifting moods," said Lee Hae-jin, a spokeswoman of LG Household & Healthcare, which makes cosmetics brands Ohui and Isa Knox. "What better time is there than now to use this kind of effect?"

Being a color of fun, confidence and new beginning, pink is set to take center stage this spring right through the economic downturn, she said, adding that local cosmetics firms are competing to put out their best shades to win over shoppers searching for that perfect fit.

Amore Pacific released its latest "Fleur" collection, which offers a full range of spring make-up in different pink tones. LG H&H and Coreana have also introduced new lines that include everything from lip gloss to eye shadow.

"If you think pink is just pink, you've got some studying to do," said an Amore spokeswoman, who explained that there are dozens of pink shades to go with all types of skin color.

So does pink really have a psychological effect?

Jen Rhee, a color specialist at Park Jun's Beauty Lab, says she doesn't know study results, but "could attest that it's definitely more cheerful to see women in pink than black."

She exemplified celebrities like Paris Hilton, who dress entirely in pink, and character Elle Woods from the film "Legally Blonde," a bouncy young woman who saw life through a happy lens.

"You don't have to go drastically pink and look crazy, but just add a bright shade here and there for an emotional boost,'' said Rhee, adding it will brighten up other people's moods, ``especially men, who can't put on the color as conveniently as women."

Last year, Pantone, the world's color authority, forecast yellow as the in color for 2009. But since then, other brighter hues, including shades of pink ― from bubblegum to fuchsia ― have become popular in women's wardrobes.