Looking healthy has supplanted the image of beauty as only being about lacquered lips and lengthy lashes.
There is a new and more holistic definition of beauty, according to a just released Euromonitor International survey. The research dissected consumer attitudes in the $460 billion global beauty and personal care products industry, a business projected to post a 6 percent sales increase when the books close on 2018. Globally, more than 50 percent of the 20,000 consumers in 20 markets said their concept of beauty is looking healthy.
“Brands can engage better with these consumers by tying the benefits offered by their products with consumers’ beauty-related values and desire for a healthy approach to beauty,” said Priyanka Bagde, senior analyst for Euromonitor, Some brands are already achieving that, she said, pointing to Dove’s Self-Esteem Project, which had a mission to “ensure that the next generation grows up enjoying a positive relationship with the way they look.”
Almost 50 percent also equated beauty with hygiene and cleanliness. “Intangibles such as being comfortable in one’s own skin and inner confidence were also leading definitions for beauty,” Bagde said. The definitions of beauty varied by age and gender with Gen Z consumers three times more likely than Baby Boomers to say beauty means diversity. Interestingly, keeping a youthful appearance was noted by less than 30 percent of those surveyed.
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Despite “looking younger’s lower rank,” people are seeking other avenues to halt the aging process. Some, according to Euromonitor’s assessment, are bypassing traditional options in favor of dermocosmetics, recommended by medical professionals. “Eighteen percent of global consumers reported that they seek dermatologist-tested skin-care products, while 9 percent seek medicinal ingredients,” Bagde said. More than 15 percent visit trained beauty specialists such as aestheticians.
Laboratory and dermocosmetic brands with scientific ingredients are often perceived as more premium by consumers seeking therapeutic benefits, said Bagde.
In addition to seeking premium dermocosmetic products in stores and salons, consumers are also turning to medical professionals for non-invasive beauty treatments, often to address skin concerns such as acne or aging, the survey found. More than 20 percent of those polled noted they visit medical professionals for acne treatment. Anti-aging was next with 15 percent indicating they seek professional treatment.
Men continue to emerge as bigger beauty shoppers with Euromonitor reporting global sales of men’s grooming products neared $50 billion in 2017 and are on track to grow 16 percent by 2020.
For now, men stick to the basics with shampoo at the high end of usage (over 90 percent) and body moisturizers the low range (60 percent). Over 40 percent of men wash their hair with shampoo at least daily and a quarter use facial cleansers daily. Men in the U.S. spend an average of 48 minutes grooming each day, one of the higher averages against other countries. American men use an average of 4.1 items and their top skin concern is blackheads. The biggest hair issue is thinning tresses. Graying is the top hair problem in France and Russia.