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1、Click here or press enter for the accessibility optimised versionFace ValueThe global foundationof Beauty insightsCosmeticcurrenciesRegional routines across generationsIn the sprawling mosaic of the global beautyindustry,where trends flicker to life and fadeaway in the blink of an eye,having a stead

2、fastcompass is not just helpfulits essential.Here,inthis report,Kantars Worldpanel exhaustive datasets serve as that compass.Weve aligned ourpurchase panels and usage panels through thelens of beauty products to understand not justnumbers but the narrative that runs through thebeauty sector,by gener

3、ations globally.Its a tale that goes beyond mere transactionsto explore the rituals that happen in front ofbathroom mirrors and the motivations thatdrive us into store aisles and onto e-commerceplatforms in the first place.In other words,weconnect the dots not just on what consumersbuy but also on h

4、ow they use products andwhat drives them to make these purchases.We connect the dots not just onwhat consumers buy but also on howthey use products and what drivesthem to make these purchasesAt a high level,we know the retail avenuesthrough which beauty products reachconsumers are as varied as the m

5、arketsthemselves.In the United States,thetechnological allure has led to an uptick inonline beauty shopping,primarily driven byGen Z.However,in France,the charm oftradition prevails,with beauty purchases stilloccurring in meaningful numbers in the time-honoured pharmacies.Amidst all this,economic ch

6、allenges pervade,but haventslowed demand for many.For instance,inBrazil,we see strong demand forexperimentation and an appetite for spending.It appears,the lipstick effect is in full swing,atleast for some.As we traverse the global beauty landscape inthis report,well dive deep into specific markets.

7、Europe stands out for the growing influence ofits 55+demographic,a trend particularlypronounced in Great Britain,where a focus onenvironmental expectations is playing out.Asia,with its$70 billion beauty market,offers apanorama of technological advancements andnature-infused solutions,a subject well

8、explorein detail.The rhythmic beats of Latin Americawill reveal Brazil as a dominant force,where thecorrelation between high product usage andmarket share is too significant to ignore.Click here or press enter for the accessibility optimised versionPrime time55+buyers redefiningBeauty in EuropeAt a

9、time when Europe is grapplingwith rising inflation rates and a costof living thats increasing at itsfastest pace in years,the beautymarket presents an intriguingdichotomy.The 55+age group hasemerged as a linchpin for thebeauty industry in Europe.In markets such as Great Britain,France,Spain and Port

10、ugal,thisdemographic accounts for nearlyhalf of all beauty sales.Their usagelevels have seen a 2%increasecompared to 2019,even as usageof products at a total femaledemographic level experienced a7%decline.This is particularlynoteworthy given the economicenvironment;as inflation ratesenvironment;as i

11、nflation ratesremain high across the region,thisolder age groups willingness tospend on beauty productsrepresents a form of resilience.BeautyssilverstreakFast frequenciesThe 55+demographic engages in47 beauty occasions per week 8more than the average woman.Ona population basis,this accountsfor a sta

12、ggering 80.6 billion beautyoccasions every week across theEuropean markets we measure.Such frequency becomes evenmore significant when you considerthat many in this age group are onfixed pensions,or soon will be,which are not rising at the samespeed as the cost of living.It is clear the 55+demograph

13、ic is moreengaged across eachbeauty category comparedto younger womenSince 2021,Baby Boomer females and we recognise there are regionaldifferences in how to account for theBaby Boomer age group have beensteadily growing in their usagesteadily growing in their usageoccasions.By contrast,the youngerde

14、mographics have streamlined theirroutines.Amid a transition to work-from-home settings and more relaxedsocial environments,the act ofmaking an effort in appearance hastaken a back seat for youngerindividuals.Shaving less often andapplying lighter makeup,for example,applying lighter makeup,for exampl

15、e,have cascading effects on relatedproduct categories from face washesto aftershaves.Yet,this decline inusage offers emerging opportunities:arenewed focus on quality andmultipurpose products that align withtodays minimalist ethos.It is clear the 55+demographic ismore engaged across each beautycatego

16、ry compared to youngerwomen.Theyve shown a particularaffinity for skincare products,withsales volumes up in Spain,France,and Great Britain even as inflationhas led to price increases across theboard.The natural next questionwill be whether the younger groupslower engagement levels willincrease as th

17、ey age.ActionWere fortunate to be able to lookat the critical relationship betweenusage and purchase,thanks to ourunique panels capturing thisinformation.And the data paints avivid picture of profoundengagement by the 55+consumersset across a spectrum of beautycategories.Indeed,the salesilluminate t

18、heir unwaveringcommitment to beauty,even in theface of rising retail prices.Nuanced concernsUnderstanding the intricacies oftheir concerns is paramount forbrands aiming to fine-tune theirofferings effectively.The datauncovers their unique focal points:Facial Skin Needs:As they age,they become acutel

19、y aware of theirfacial skins evolving needs.Interestingly,its not the perennialInterestingly,its not the perennialconcern of wrinkles that stands out,but rather age spots.Armed withthis data-driven insight,brands cantailor their product developmentand marketing strategies to alignwith these precise

20、concerns.Haircare:While thinning hair is aprevalent concern among thisgroup,what sets them apart is theirreluctance to describe their hair asdamaged.This nuanceemphasizes the pivotal role ofeffective communication tailored togenerational nuances.Its not justgenerational nuances.Its not justabout add

21、ressing needs;its aboutframing benefits in a language theyare familiar.Preferred pathwaysThis demographic is composed ofcreatures of habit when it comes toshopping,often gravitating towardperfumeries and pharmacies.Theirunwavering brand loyalty andsteadfast shopping habits resonateclearly in the dat

22、a.Shopping Frequency:They embarkon more frequent shopping trips.This regular engagement withbeauty products represents acanvas of opportunities for brandsto craft resonant narratives andexperiences.Brand Loyalty:Their affinity forspecific brands may explain theirreluctance to explore alternativeshop

23、ping channels.Identifyingemerging channels that strike achord with this demographic will beinstrumental in charting futuregrowth.Grounds for growthThe data doesnt just decode theircurrent behaviours;it also revealsfertile grounds for future growth:Tailored Messaging:Craftingbespoke messaging that al

24、igns withtheir self-perception is crucial.Many in this age group feelconsiderably younger than theirchronological age,and thisperception informs their choices inbeauty products.Laggards with steadypresenceThough they may not be the earlyadopters of the latest trend,theyare the enablers who are willi

25、ng toexplore and try out new products ifit suits their value and need.Male 55+:As men in this groupage,they chart a trajectory ofheightened interest in personalcare.The data illustrates that menare increasingly inclined towardspersonal care products,promptingbrands to realign their strategies toreso

26、nate with this evolvingdemographic.In Portugal,men,who havehistorically been more associatedwith hygiene categories,achievedrecord numbers in their budgetallocation for beauty categoriesduring 2023:the highest recordedin the last 5 years.Post-pandemic,men have recovered more quicklyin terms of both

27、the number ofbuyers and the intensity ofpurchases than women,and asthey have replaced fewermanufacturer brands with privatelabel,their spending on personalcare has been less impacted thanthat of women.Without maleshoppers,the personal care marketin Portugal would not have grownin 2023.In an era mark

28、ed by economicchallenges,the 55+demographic inEurope stands out.Their beautyhabits have not only weathered theeconomic storm but have thrived.Brands need to recognise thisresilience and tailor both productresilience and tailor both productdevelopment and marketingstrategies accordingly.The key liesi

29、n understanding how this agegroup,even in the face of economichardships,continues to value andinvest in beauty products.Each year,KantarWorldpanel ranks brandsbased on their consumerreach.This is the latest inBeauty,a global top 10.Click here or press enter for the accessibility optimised versionGen

30、 ZsAmericanglam planDisrupting dollars and scentsGen Zshakes up the shelfAs the United States finds itself in the throes of a seismicdemographic shiftwith Census projections indicating a 53%non-white populace by 2050the beauty market stands at a fascinatingintersection of change and opportunity.Amid

31、st this complexlandscape,Gen Z,aged roughly in the 13-24 age group,carves out aniche as an enigmatic yet influential demographic,wielding botheconomic savvy and authentic preferences as the nation faces highinflation and escalating living costs.With a preference for word-of-mouth recommendations ove

32、rtraditional advertising,Gen Z proves that their consumer behaviour isnot simply an extension of existing norms but a challenge to them.Astriking 43.1%of Gen Z have been influenced to purchase a beautyproduct based on a recommendation,a figure that substantiallyoutperforms the 28%noted across the br

33、oader US population.While traditional advertisingmethods continue to hold swayover the general populace,Gen Z istwice as likely to defy this trend.Only 21%of this demographic havebought a beauty product due to anadvertisement,making them adiscerning subset that prioritisesrelatability and authentici

34、ty.Perhaps one of the most intriguingaspects of Gen Zs engagementwith the beauty market lies in theirability to influence choice withoutnecessarily making the purchase.Around 45.5%of Gen Z are activelychoosing but not buying at leastone beauty product in their routine.In other words,they are influen

35、cingbuying decisions,and the usagebuying decisions,and the usagecomponent of the sales areimportant to recognise for acomplete picture of this dynamic.Around 45.5%of Gen Z areactively choosing but notbuying at least one beautyproduct in their routineAnd in an era where environmentalconsciousness is

36、more than abuzzword,Gen Z leads the pack.Asignificant 47%actively avoidproducts harmful to theenvironment,while 45.7%makea conscious choice to opt fornatural products.Their belief inthe efficacy of natural products isalso notable,with 30.9%convincedthat these are more effective.Economics of beauty:W

37、hile Gen Zmay not boast the spending powerof older demographics,they operatewith a different kind of economicfreedom.Often unencumbered bysubstantial financial obligations likerent or food,some possess a higherdiscretionary income.This is evidentin their willingness to splurge;Gen Zwomen are 66%more

38、 likely thanthe average US woman to claimthey spend generously on beautyproducts.The age factor:Skin concerns,particularly acne and spots,are apredominant worry for the 13-24 agegroup.However,their engagementin beauty routines is generally lightercompared to older women.Thisposes an interesting conu

39、ndrum forbrands:while some of thesebehaviours might be attributed to lifestage,others could signify a long-term shift in category engagement,particularly in areas like makeup.As this demographic rises toprominence,the beauty marketfinds itself at an inflection point.Gen Z is not merely followingexis

40、ting trends;they are craftingnew narratives and setting newstandards.Post answerInteractive poll not supportedView online versionClick here or press enter for the accessibility optimised versionContrasts andcontinuityAsias Beauty market exploredPan-Asian paletteAsia stands as a continent of contrast

41、s,not just culturally andhistorically,but also in its beauty market dynamics.Whether its theeco-conscious consumer in Southeast Asia or the tech-savvy Gen Xin North Asia,the beauty landscape is as varied as the cultures itspans.This intricate region can only be understood by diving intothe threads o

42、f its tapestry,examining each unique pattern and hue.Weve gone deep to not only identify what beauty products are boughtbut also understand the reasons and occasions for their usage.South East Asia:The young and therestlessThe pulse of Southeast Asia is youngand rapidly urbanising.This isnt just ade

43、mographic shift;its atransformation thats influencing thebeauty industry in manifold ways.Theregions median age skews young,providing fertile ground for trends totake root and flourish.As cities expandand populations migrate,we see ablossoming of diversity in demand,especially in beauty products.The

44、se younger consumers,primarilyMillennials and Gen Z,are not justtrend followers;they aretrendsetters.Their average spendingper buyer on beauty products ishigher than that of other agegroups,making them the drivingforce behind the growth of moderntrade channels like e-commerce,drug and pharmacy,and s

45、pecialisedbeauty stores.Younger consumers,primarily Millennials andGen Z,are not just trendfollowers;they aretrendsettersOf course,social media also plays apivotal role in shaping beautypreferences among these youngerdemographics.Increasingly itserves to not only educate them onnew regimens and bene

46、fits but alsoinfluences indulgent and impulsivepurchases often made right withinthese platforms.This creates whatamounts to a seamless shoppingjourney,from the viewing ofcontent to in-application shopping.Sun surgeThere has also been increasingawareness of hair and skin issuesthat has led to meaning

47、ful changesin beauty routines.To that end,theuse of UV sunscreens has soared insome markets.In Indonesia,the April heatwave of2023 was not just anothersweltering month;it was a wake-upcall.The government turned thescorching sun into a spotlight onthe critical need for sunscreen.Theheatwave was a har

48、sh realitycheck,but it also brought forth amore enlightened perspective onsun protection.Meanwhile,in Vietnam,a nuancedconversation is taking place aroundskincare.The emphasis is not merelyon shielding oneself from the sunbut on a more holistic approach toskin health.Sun protection is nolonger a sol

49、itary step but anlonger a solitary step but anessential part of a broader skincareregimen.The prevailing sentimentis,if youre skipping the sunscreen,you might as well throw out yourother skincare products.Its acompelling shift in thought,onethat acknowledges the layers ofbenefits,from reducing the r

50、isk ofskin cancer to enhancing theeffectiveness of other skincare steps.Sophistication continuesThe undercurrent of this surge insunscreen in Southeast Asia is asmall reflection of evolvingconsumer awareness and attitudestoward overall beauty and self-carein the region.Ongoing educationthrough socia

51、l media alongside agrowing interest in natural and safeproducts will serve as driving forcesfor millennials in Southeast Asia,agroup well-known to be industrytrendsetters.Given their influence,it is essential to stay engaged withthem in order to win.New cosmetic panel in IndiaWorldpanels recently la

52、unched Cosmetic Panel in India continuouslymonitors the changes in consumer behavior within the Beautyindustry.This panel is specifically designed to track and report purchases infour primary categories:face,eye,lips,and nails.It comprises arepresentative sample of over 3,000 women aged 18 to 44 who

53、consistently record their purchases.This data provides an insightfulperspective on consumer behaviour in the Indian cosmetics market,unveiling trends such as the fact that 40%of cosmetic shoppersmake online purchases,but only 7%do so exclusively.For further information,please reach out to our expert

54、s.North East Asia:Amarket of mature buyers,Gen XNorth Asia is home to some of theoldest populations in the region,and this demographic makes asignificant contribution to thebeauty industry.Despite economichardships affecting their post-pandemic recovery,their spendingin beauty remains higher than th

55、eaverage shopper.And its not just about what theyrespending,its where theyrespending.As we know,e-commerce in North Asia is highlyadvanced,but what might not beas well known is that mature buyersare just as engaged on some of thedigital channels as younger ones.For example,in South Korea,livecommerc

56、e has found a largeviewership among the 45-54 and55-65 age groups,for whomgaining product information is theprimary reason for watching.Inprimary reason for watching.InMainland China,Livecast e-commerce is flying high,withstrong penetration from platformslike Douyin having a continuedstrong presence

57、 amongst Gen Xand middle-income demographics.These platforms persist in fuelinginnovation and delivering not onlyproduct information but alsoinsights on how to use them,enticing consumers to explore awider range of products andaddress for various demandmoments of caring.The older age groups also hav

58、e ahigher engagement with skincareproducts than they do with makeup important to understand whenconnecting with the motivationsbehind these behaviours.InMainland China,the focus is onlight and nude expressionsfacilitated by makeup bases andprimers.In contrast,South Korealeans towards easy and conven

59、ientleans towards easy and convenientapplications like cushion bases andlip balms.From a usageperspective,benefits such asnourishing and coverage are muchmore important for females over 45using face makeup.Future of BeautyinnovationAn increasing number ofconsumers are seeking quick andeffective beau

60、ty services,especiallyGen Xers.This is particularly so inSouth Korea and Mainland China,though a trend across mostcountries in Asia.As a result,therequirements for topical beautyproducts are evolving quickly inproducts are evolving quickly interms of their function,texture andcommunication to consum

61、ers.Traditional and mainstream anti-aging and skin tone(spot removal)treatments are typically bestaddressed through comprehensivetreatment services.This leaves adistinct gap in consumer demandfor traditional products.Consequently,consumers are nowConsequently,consumers are nowseeking fast post-treat

62、mentrecovery,deep moisture care,andskin sensitivity management fromthese traditional topical products.Alongside this is a shift in demandtowards lighter and more potentproduct textures,especially amongGen X consumers.Understanding how consumerdemand evolves with theintroduction of product innovation

63、sis essential to maintaincompetitiveness in this rapidlychanging industry.Click here or press enter for the accessibility optimised versionLatin Americas H&BheavyweightsSpending and trendingwith regional Beauty biasAge,aspiration,anduntapped avenuesIn the realm of beauty product sales in Latin Ameri

64、ca,our latestfindings paint a vivid picture of shifting landscapes and emergingopportunities.To tap into the Latin American beauty market,brandsmust tune into the unique frequency that resonates across differentcountries.This involves not just understanding what people arebuying but also where and w

65、hy they are making purchases.A standout is the 35-49 age group,the most significant spender,especially in Brazil.But theres more to this than just throwingmoney at products.Lets delve deeper.Brazil is a key player in the LatinAmerican beauty market,contributing significantly to theregions total sale

66、s.A noteworthyaspect behind those sales lies in theusage data Brazilian women have43 weekly beauty product occasionsat home(five more than theircounterparts in Western Europe andthe US)Additionally,they are muchmore engaged in receivingprofessional treatments.Two thirdsof women say they have had suc

67、htreatments in the past six months.This high usage rate correlates withthe countrys robust sales figures,especially in the haircare segment,which has exhibited strong growth.The implications of Brazils highproduct usage are twofold.First,itindicates a strong demand forbeauty products,presentingoppor

68、tunities for both local andinternational brands to expand theirofferings.Second,it highlights theimportance of product effectivenessimportance of product effectivenessand quality,as consumers in Brazilactively use a variety of products intheir beauty routines.Spending heavyweights:35 to 49-year-olds

69、This age group takes the lions shareof the market,holding 41%in Brazil,38%in Colombia,and 37%inMexico.On average,they make up39%of the health and beauty(H&B)market in Latin America.These arentjust numbers;theyre a testament tothe economic clout of thisdemographic.In the past year alone,their spendin

70、g increased by 22%.Brazil stands out here.While the35-49 age group spends freely,theiractual usage of H&B products showsonly 4%growth compared to 2019and has remained stable in the lastyear.This disconnect betweenspending and usage presents anintriguing question for brands andintriguing question for

71、 brands andretailers alike and another reasonnot to look at either in isolation.Despite the spending power of35-49s,the 50+demographic is stillnot to be overlooked.Their spending isgrowing faster than any other agegrowing faster than any other agegroup,at a rate of 26%year-on-year,except in Mexico w

72、here theyre out infront.35-44s account for almost30 billion beauty occasionsin the week in BrazilThe youngand the restlessThe youngest age group wereviewed,those up to 34 years old,make up 20%of the market inMexico and 26%in both Colombiaand Brazil.The Latam averagestands at 23%.Whats worthnoting,pa

73、rticularly in Brazil,is the7%increase in usage occasionsamong younger women(17-34)since 2022.Their engagement withthe H&B market is on the rise.Brazilsgender dynamicsLets look to Brazil for a deeperdive.In Brazil,men aged 35-44 aresomewhat disengaged with theirpersonal care routines,yet they stillha

74、ndle their own shopping.Whiletheyre less engaged in theirpersonal care routines compared towomen,theyre not entirelydisengaged.Their grooming habitsshift between clean-shaven andstubbly looks,suggesting that theycan be reached through a diversecan be reached through a diverserange of products.The im

75、plicationis clear:brands should notpigeonhole this demographic intonarrow product categories likebeard care or skincare.A morediversified product range could bethe key to higher engagement.More targeted marketingcampaigns could also be a key tounlocking this latent demand.Women,conversely,are at the

76、height of their engagement withH&B products.The 35-44 agegroup in Brazil spends a lot.Deodorants,fragrances and bodywashes tend to lead sales.Withinthose sales,were seeing aninclination towards environmentallyfriendly or natural options.In otherwords,theyre not just buying forthe sake of it;theyre b

77、uying withintent and preference.This groupleans towards brands thatreflect their values,particularlythose that are environmentallythose that are environmentallyfriendly or natural.This is not amere trend but a strong buyingsignal for brands.The key takeawayhere is the importance of aligningbrand val

78、ues with consumersentiment.Its also important to recognise thatwomen in this demographic arealso chasing a look with intent,sculpting their presence with a boldstroke here,a soft touch there.Theyknow what they want:lips not justpainted but shaped,eyes not justhighlighted but defined.The groupis also

79、 focused on a range of skinissues,including dark circles,blackheads,and fine lines.Hairproblems include frizz,hair loss,and greying.Their purchases areintended to achieve specificoutcomes.And theyre a valuablearmy,delivering almost 30 billionbeauty moments each week,standing firm against rising pric

80、es.In other words,targeting the 35-44cohort is not just about catering tothe natural trend but aboutunderstanding their nuanceddemand for specific beautyarticulations.Brands have theopportunity to develop targetedsolutions that can address thesevaried concerns and risingdemands from this group.Theyr

81、ereal-world challenges that createdemand for solutions.Of course,each country has its ownpreferred paths when it comes toproducts.As we noted,in Brazil itsdeodorants,fragrances,and handand body wash.But inneighbouring Colombia,itsfragrances,skin moisturisers,andhair shampoo.Understandingthese local

82、nuances is crucial forany brand calibrating productportfolios across the region.Channels of changeOne of the fascinating aspects ofthe H&B market in Latin America isthe variety of channels throughwhich people make their purchases.In Brazil,supermarkets,drugstores,and door-to-door sales are theprimar

83、y contributors.The picturechanges slightly in Colombia andMexico,where supermarkets anddiscounters share the stage withdoor-to-door sales.To sum it up,the Latin AmericanHealth&Beauty market is not justa monolith but a complexecosystem of varying consumerneeds,preferences,and spendingpatterns where t

84、he intersection ofusage and purchase is important tocome to grips with.Data-driven strategies thatconsider usage patterns,economicfactors,and cultural influences areessential.Click here or press enter for the accessibility optimised versionConclusionsSorry,you must sign up in the online version to v

85、iew this content.Click here or press enter for the accessibility optimised versionFood forThoughtExplore our publicationsand discover our offer to find outhow we help brands growFood for ThoughtWatch the webinarBeauty blueprint,unlocking globalglamour insightsAccess our 360Beauty offerGlobal reportO

86、n Trend,theevolving BeautyconsumerAccess the Health&Beauty ranking forthe Most ChosenBrandsReportBeauty Trends inAsia 2022Click here or press enter for the accessibility optimised versionThank you for readingTo get in touchwith our expertsplease contactAshley KangGlobal Head of BeautyAshley.KWorldpanel Division,KantarCookies 1 2 Terms 1 2 Privacy 1 2 P O W E R E D B Y