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Not to be distributed without permission.CONNECT WITH US 2018 Euromonitor International Beauty Survey 2018 Key Insights Priyanka Bagde Senior Analyst Euromonitor Internationals annual beauty survey explores the beauty and personal care habits and purchase decisions of over 20,000 consumers in 20 markets worldwide. Insights uncovered in the survey help companies identify emerging consumer trends, pinpoint marketing and product development opportunities and create strategies to reach untapped high-potential markets. This extract draws on the results of Euromonitor Internationals beauty survey to explore three trends shaping beauty and personal care in 2018: the changing perceptions of beauty, mens grooming habits and the movement towards science-backed beauty products. Euromonitor International Consumer beauty preferences continue to evolve alongside changes in demographics, spending power and broader megatrends impacting habits worldwide. While this evolution offers opportunities for brands to capture new customers with innovative products, it is crucial that both marketers and product developers not lose sight of the deeply-rooted motivations driving beauty product purchases. Most consumers connect “beauty” with health, hygiene and comfort in their own skin. Men, a key growth market for beauty and grooming brands, are expanding their grooming routine and looking for hair and shaving-related products to maintain a healthy, clean appearance. Even further, some consumers are turning to dermocosmetics, products blending beauty and science, for effective solutions at a premium price. Introduction Euromonitor International Key Findings What does “beauty” mean to you? For most consumers, “beauty” is linked to health and hygiene Beauty is big business. In 2017, global sales of beauty and personal care products crossed USD 460 billion and are set to grow by 6% in 2018. But what are consumers seeking to achieve with all the time and money they spend on their appearance? For many, “beauty” is a mix of external characteristics such as looking healthy and general hygiene and cleanliness, combined with internal intangibles such as being comfortable in ones own skin and inner confidence. Indeed, very few link stereotypical associations such as glamour and status with the definition of “beauty”, although perceptions vary widely based on geography and demographics. Top 10 Definitions of “Beauty”, 2018 Source: Euromonitor International 0% 10% 20% 30% 40% 50% 60% Honesty Simplicity Keeping a youthful appearance Embracing yourself Looking your best Looking presentable Inner confidence Being comfortable in your own skin Hygiene/cleanliness Looking healthyKey Findings 3 Euromonitor International Smart brands are already matching their product development and marketing efforts with how their customers define beauty. Dove, for example, launched the Dove Self-Esteem Project, a non-profit with a mission “to ensure that the next generation grows up enjoying a positive relationship with the way they look.” Where does “beauty” equal status, glamour and social acceptance? Although many consumers believe beauty is more than just skin deep, others link outward beauty with being glamorous, socially accepted and having high status. Thai consumers stand out as being the most likely to define beauty as glamour, while a third of consumers in the Middle East connect beauty with social acceptance. Definitions of “Beauty”, 2018 Source: Euromonitor International Beyond geographic differences, definitions of beauty also vary by age and gender. Gen Z consumers are three times more likely than baby boomers to say that beauty means diversity. 56% of women say beauty means being comfortable in your own skin, compared with only 38% of men. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Glamour Social acceptance Status symbol4 Key Findings Euromonitor International Mens grooming routines stick with the basics Most men focus on hair and shaving needs in their grooming routine Although women continue to be the main drivers of sales of beauty and personal care products, men are an increasingly important target for brands seeking to expand their footprint. Global sales of mens grooming products neared USD 50 billion in 2017 and are on track to grow 16% by 2020. Top 10 Mens Grooming Products, 2018 Source: Euromonitor International For most men, personal grooming centres on hairwhether on their head or face. Over 40% of men wash their hair with shampoo at least daily and a quarter use facial cleansers daily. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Body moisturisers Hair styling products Hair conditioner or treatment Preshave products Facial cleansers Sunscreen or sun protection product Hand care Postshave products 2in1 shampoo/conditioner Hair shampoo (standard)Key Findings 5 Euromonitor International Men in Russia Average time spent grooming each day: 28 minutes Average number of products used daily: 2.0 Top skin concern: Wrinkles (35%) Top hair concern: Greying hair (36%) Men in the US Average time spent grooming each day: 48 minutes Average number of products used daily: 4.1 Top skin concern: Blackheads (18%) Top hair concern: Thinning hair (20%) Snapshot of mens grooming habits around the world Men in Brazil Average time spent grooming each day: 48 minutes Average number of products used daily: 4.9 Top skin concern: Blackheads (39%) Top hair concern: Greasy or oily hair (27%) Men in France Average time spent grooming each day: 49 minutes Average number of products used daily: 2.8 Top skin concern: Dark circles (21%) Top hair concern: Greying hair (23%)6 Key Findings Euromonitor International Where beauty meets science Health and efficacy expectations drive dermocosmetics Approaches to beauty are changing, as many of todays shoppers associate beauty with health and wellness. Some take this even further by looking for beauty products with scientific, medicated formulations and therapeutic benefits for skin or hair concerns as the first line of treatment. 18% of consumers reported that they seek dermatologist-tested skin care products, while 9% seek medicinal ingredients. Many consumers consult medical professionals for their skin- or hair-related concerns, particularly those eager for visible results, who may be unsure of the reliability of product claims. Close to half of consumers reported visiting a dermatologist, medical professional or expert for skin- or hair-related concerns within the last two years. Visit to Medical Professional for Hair- and Skin-Related Concerns, 2018 Source: Euromonitor International With proven efficacy of formulation becoming a crucial product feature for beauty and personal care shoppers, dermocosmetics recommended by medical professionals have a promising future. 0% 5% 10% 15% 20% 25% 30% Alternative/traditional medicine practitioner Pharmacist Trained beauty specialist (eg, aesthetician) General/family physician Dermatologist Women MenKey Findings 7 Euromonitor International Dermocosmetics offer an opportunity to premiumise Laboratory / dermocosmetic brands with scientific ingredients are often perceived as more premium by consumers seeking therapeutic benefits, leading both beauty as well as pharmaceutical players to make large research and development investments to tap into this opportunity. 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 ageing. Non-Invasive Treatments Taken by Consumers* Visiting Medical Professionals Source: Euromonitor International Note: Showing results among consumers who reported visiting a medical professional for their hair or skin-related concerns at least once in the last two years. 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Hair transplant Microneedling Botox treatments Stretch mark treatments Face/body contouring Face lifting and tightening Chemical peel Pigmentation correction /skin whitening Dark circles or puffy eyes Laser hair removal Hair restoration Antiageing treatments Acne treatment Euromonitor International For todays mindful consumers, “beauty” is not restricted to outward appearance. Many seek intrinsic, healthy beauty and overall wellbeing. 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. While most men still stick to the basics when it comes to beauty and personal care, the booming mens grooming industry offers opportunities for companies to expand product lines tailored for mens grooming needs and routines. Across both genders, rising efficacy expectations means opportunities for brands to offer premium and higher-priced products that are developed and marketed with scientific backing. Conclusion Euromonitor International About the Author PRIYANKA BAGDE Senior Analyst Euromonitor International Connect on Linkedin | Twitter As a Senior Analyst, Priyanka Bagde manages Euromonitor Internationals beauty survey, which tracks year-over-year changing beauty consumer trends and purchase behaviour in 20 markets. She reports on beauty industry-specific topics like consumers beauty routines, product usage, path to purchase, consumer perception of brands, associated traits and channels preferences. She attained an MBA in marketing and bachelors degree in Pharmacy.Euromonitor International is a global market research company providing strategic intelligence on industries, companies, economies and consumers around the world. Comprehensive international coverage and insights across consumer goods, business-to-business and service industries make our research an essential resource for businesses of all sizes. How Can Euromonitor International Help? Learn more about our products
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