Abstract

Introduction

Approaching two-thirds (61%) of consumers across 17 countries attach importance to looking their best in day-to-day life. Many see applying make-up as a pivotal part of their beauty regime, especially when only 43% of consumers are satisfied with their attractiveness.

 

Scope of this research

Detailed insights and analysis documenting consumers' attitudes towards make-up and the drivers and inhibitors of consumption habits

Data highlighting the importance consumers place on different make-up product features/benefits and the frequency of using these products

Strategic conclusions combined with actionable recommendations for all industry players looking to fully capitalize on this category

Covers: France, Germany, Italy, Neths, Spain, Sweden, UK, US, Australia, Japan, S. Korea, China, India, Brazil, Russia, UAE and Saudi Arabia

Research and analysis highlights

Consumers of both genders feel increasingly under pressure as a result of today' s Visual Culture. These consumers believe that appearance can positively or negatively affect their social standing, their ability to form relationships and even their career success

 

Understanding demographics is pivotal to growth. Increasingly, products are targeting specific age-ranges. Make-up is popular with a lot of females but is struggling to make headway into the male market. There are some signs of growth but industry players must do more to remove the feminine image that stigmatizes the category for males

 

More than anything, consumers want their make-up products to represent good value-for-money. This is about exceeding expectations more than it is about cheap prices. Products customized to certain demographics and the inclusion of natural ingredients are both ways in which manufacturers are attempting to provide value

 

Key reasons to purchase this research

Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards make-up products by accessing unique data

Market understanding: identify the key markets and product innovation trends in 17 countries across five geographic territories

Ideation: find inspiration for innovative oral care formulations and product positioning which cater to the overwhelming consumer emphasis on value