It's call the Lipstick Effect, aka Lipstick Recession Indicator.

https://www.investopedia.com/terms/l/lipstick-effect.asp

And just as a somewhat tangential but related story to the phenomenon, British soldiers distributed lipstick tp the liberated but gravely ill women of the Bergen-Belsen concetration camp in WWII, it lifted their moral just enough in some cases to help save their lives.