“THE FUTURE TRENDS DECODED” by market research, February 2011
VISUAL CULTURE
‘Visual Culture’ and an associated pre-occupation with appearance is the defining trend in the personal care. Image is important to consumers even if they do not significantly feel pressure to look good – at least consciously. There is scope for consumers to feel happier about their appearance, given the pressure to conform to demanding beauty ideals associated with contemporary society. Visual Culture is the core macro-trend influencing personal care habits. Consumers generally feel it is important to look their best, which is fueling skincare product usage!
Interesting take on this by Naomi Wolf, The Beauty Myth..
CULTURAL DIFFERENCES IN SKINCARE
Countries with long traditions of ‘skincare management’ have the largest, most established skincare markets. France has a reputation as a skincare knowledge center and consumers here have regular skincare routines. The US is the second largest skincare market in the world and the Japanese purchase high amounts of skincare products as caring for skin forms a key element of their beauty routines. Skin whitening creams form an important basis of Middle Eastern women’s skincare regimes.
Most consumers are spending longer on their skincare regimes!
VALUE FOR MONEY MEETS THE SAVVY SKINCARE CUSTOMER
Value-for-money is the main skincare product attribute desired by consumers. While private labels still struggle behind branded skincare products, the recession and a propensity to seek value-for-money are fuelling demand.
Consumers are becoming more demanding of skincare products that address particular skin problems which is leading to more innovative forms of skincare solutions – skin dryness still being very high on the list!
Each British woman carries in her handbag daily £256 worth of skincare and make-up according to department store Debenhams. According to research, the average cosmetic bag is made up of 13 products each costing in average £20.
95% of women admitted that they wouldn't go anywhere without mascara followed by 79% of women who said a bottle of perfume was a must in their handbags.
Meanwhile 76% of women revealed that they could not do without foundation. The average price for a bottle of perfume was reported to stand at around £50 while the average foundation was priced at £25.
The research also revealed that women between 35 to 44 years old were those with the most valuable cosmetic items in their bags, with consumers in London, Glasgow and Leeds carrying the most make up especially on a Friday when they get ready for a night out.
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