Report Summary
Introduction
Image and beauty are important themes in modern society. Many women feel that they do not conform to society's beauty blueprint. Around 20-30% of women have considered plastic surgery with take up rates low at roughly 3%. Almost three quarters (73%) of women responding to a survey cited body shape as a "major concern". Meanwhile, men are also taking more time over their appearance.
Scope of this Report
- Comprehensive European, Asian and US personal care market data by country and category.
- Quantitative data from proprietary consumer surveys highlighting the attitudes and behaviors of real-world consumers.
- Insights into how global consumers' changing attitudes and behaviors will affect the use of beauty products.
- Detailed action points offering practical strategies and examples of recently-launched innovative products.
Research & Analysis Highlights
Although populations are aging, older women believe that misconceptions about them still exist in society which is reflected in the media. These misconceptions result in women aged 50-64 being significantly less likely to agree with the statement "I like being the age I am".
There is an emerging trend of teaching good skincare habits to teenagers and young adults, building brand loyalty in the process. Changing attitudes have opened up the market for men's beauty and anti-aging products. Products developed for specific anti-aging functions will also benefit from consumers' desires for targeted products.
Although physical appearance has become more important, around 60% of all Americans still feel that inner beauty is more important than physical appearance. A study by a leading brand asked women to rate the importance of different attributes in making a woman beautiful found physical appearance ranked as a factor of low importance.
Key Reasons to Read this Report
- Understand the shifting assumptions of global consumers and producers with regard to beauty products and their marketing claims.
- Discover the implications of an aging society and how this market feels currently about beauty and beauty products.
- Explore in-depth analysis of new products launched globally and action points that highlight existing best practice and new innovations.
Table of Contents
Overview
Catalyst
Summary
Executive Summary
Changing attitudes towards beauty are becoming apparent
As attitudes towards beauty have changed, the willingness to increase spend on beauty products and anti-aging products in particular has increased.
The number of consumers willing to have, considering and undergoing cosmetic surgery demonstrates the extremes that people will go to in order to change their appearance and improve their perceived beauty
Culture has not yet caught up with an aging population
Time spent on personal appearance takes on added importance with age
Body shape tops people's beauty concerns
Consumers are embracing the notion of appreciating their natural beauty
One of the most important ideals that people have is to retain (to as great an extent as possible) the looks they had when they were at their physical peak
Niche marketing will develop further in beauty markets as brands target their audiences ever more finely
Table of Contents
Table of Figures
Table of Tables
THE FUTURE DECODED
TREND: Changing attitudes towards beauty are becoming apparent
Society increasingly mandates and rewards beauty
Beauty has become more defined by physical appearance
Men are becoming more interested in their physical appearance
Take-outs and implications
TREND: Concerns about physical appearance have been translated into increasing demand for beauty products in general and certain key product categories in particular
Lack of trust represents a brake on future growth of beauty products
Older consumers are more likely than average to rely on word of mouth
Take-outs and implications
TREND: The rise of cosmetic surgery reflects how consumers are willing to go to more extreme lengths to manage their beauty concerns
Take-outs and implications
INSIGHT: Culture has not yet caught up with an aging population
Take-outs and implications
INSIGHT: Time spent on personal appearance takes on added importance with age
Wellness concerns in general intensify with age
Time spent on personal care is to counter the visible signs of aging
Key physiological changes occur around the senior lifestage
Consumer self-perceptions of beauty are low regardless of age
Older women in particular are dissatisfied with their personal appearance
Take-outs and implications
INSIGHT: Attitudes towards the elements of women's physical attractiveness
Attitudes towards various personal care concerns vary by age group
Concern and action about various beauty issues is highest for body shape, skin dryness, sweating and sensitive skin
Identifying opportunities where action is lacking
Take-outs and implications
ACTION POINTS
ACTION: Help consumers to appreciate their natural beauty
Portray diverse physical attractiveness in marketing communications
Develop regional and national understanding of beauty perceptions and ideals
Take-outs and implications
ACTION: Help consumers to approach their ideal
Help consumers get comfortable with aging
Introduce anti-aging formulas outside of skincare
Help consumers address body weight and shape concerns
Borrow from the wider beauty industry
Take-outs and implications
ACTION: Target beauty products more finely according to age and need state
Segment the beauty market by target age group
Teach skincare to teenagers
Tap into the young adult market
Target mid-lifers: the largest segment of personal care spending
Develop cosmetics and toiletries specifically for mature consumers
Developing lines that are customizable for different age groups
Develop anti-aging products for men
Develop products with specific functions
Take-outs and implications
APPENDIX
Additional data
Methodology
Further reading
Ask the analyst
Consulting
Disclaimer
List of Tables
Table 1: The ways in which society mandates and values beauty and physical attractiveness, 2004
Table 2: Importance of different physical attributes in making a woman beautiful, 2004
Table 3: Personal care attitudes and consumption behaviors among men and women
Table 4: Sales value per capita of selected beauty products by country, 2001-2011
Table 5: Sales value per capita of selected beauty products by country, 2001-2011
Table 6: Beliefs about the trustworthiness of claims by personal care manufacturers
Table 7: Proportion of women who have considered cosmetic surgery by country, 2004
Table 8: Top five surgical cosmetic surgery procedures, latest available data
Table 9: Age split of surgical cosmetic surgery procedures by country, 2004
Table 10: Cosmetic surgery procedures in the US by age group, 2006
Table 11: Gender split of surgical cosmetic surgery procedures by country, 2004
Table 12: Proportion of women who believe that misconceptions exist about women over 50, 2006
Table 13: Proportion of women who believe that misconceptions exist about women over 50, 2006
Table 14: Proportion of women concerned about different body issues by age, Europe and the US, 2006
Table 15: Proportion of women concerned about different body issues by age, Europe and the US, 2006
Table 16: Proportion of women actively doing something about different body/beauty issues, Europe and the US, 2006
Table 17: Proportion of women concerned about different body/beauty issues and actively doing something about them by age, Europe and the US, 2006
Table 18: Proportion of women concerned about different body issues but not actively doing something about them by age, Europe and the US, 2006
Table 19: Women's views on the media, advertising and beauty
Table 20: Aspects of physical appearance that women would most like to change, 2004
Table 21: Anti-aging skincare sales value by country, 2001-2011
Table 22: Anti-aging skincare sales value per capita by country, 2001-2011
Table 23: Cosmetic toothpaste sales value by country, 2001-2011
Table 24: Cosmetic toothpaste sales value per capita by country, 2001-2011
Table 25: Intensive conditioner sales value by country, 2001-2011
Table 26: Intensive conditioner sales value per capita by country, 2001-2011
List of Figures
Figure 1: It is important to recognize men as complex, diverse individuals with varying needs and attitudes towards grooming
Figure 2: Older consumers, distrusting of conventional media, are more likely than their younger counterparts to rely on word of mouth recommendations
Figure 3: Younger cohorts aged 18-34 have the most positive sentiment towards their age
Figure 4: Older consumers were most likely to have taken active steps to improve their health in 2003-04, highlighting how old age can act as a trigger point towards making new lifestyle choices
Figure 5: 50-64 year olds place the most importance on spending time on personal appearance
Figure 6: Proportion of women concerned about different body issues by age, Europe and the US, 2006
Figure 7: Concern and action about various beauty issues is highest for body shape, skin dryness, sweating and sensitive skin
Figure 8: As consumers age they place more importance on advertising featuring characters of their own age
Figure 9: Dove's Campaign for Real Beauty
Figure 10: The shift from western glamour to Japanese beauty in Shiseido's Tsubaki advertising
Figure 11: Products that promise to take the years off, 2007
Figure 12: Anti-aging products beyond skincare, 2007
Figure 13: Inneov anti-cellulite supplement drink is an example of a product line addressing the most important beauty issue for consumers - body shape
Figure 14: Products are borrowing from the wider beauty industry
Figure 15: Best practice in Asia-Pacific innovation: beauty masks, 2007
Figure 16: Selected new products for teen skincare
Figure 17: Selected new products for young adults beginning skincare regimes, 2007
Figure 18: Orlane's Crème Royale for mid-lifers, launched in 2007
Figure 19: Dove Pro-Age reflects a leading example of toiletries specifically for mature consumers
Figure 20: Older consumers, especially those aged 65 and over, attach more importance than younger consumers to customized solutions tailored to specific needs
Figure 21: Clarins myBlend day and night cream products, 2007
Figure 22: Example images produced by SIAscope and Rodan + Fields cameras
Figure 23: There are more opportunities for developing new anti-aging products for men
Figure 24: Examples of new anti-aging product ranges for men, 2007
Figure 25: Skincare cosmeceuticals aimed at specific body parts will become more important to 2010
