Yet, the individual grooming habits and style of each consumer have a huge impact on the range of beauty and personal care products, apparel and accessories he or she chooses to buy.  Therefore, it is important for companies and retailers in these industries to appreciate the attitudes and grooming preferences influencing customers when they visit the shopping mall, drugstore or online retailer.

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Earlier this year, Euromonitor polled over 6,600 consumers in over 16 different countries, asking respondents a range of questions related to their attitudes toward style and appearance, grooming habits, purchase frequency and responsibility, and approach to the buying process for a range of beauty items, including skin care, hair care, color cosmetics, and fragrance.   Understanding these consumer preferences and behaviors helps companies and brands to:

• better identify beauty trends
• develop enticing beauty and personal care products that better fulfill buyers’ needs
• target key consumer segments, whether determined by gender, region, or even level of effort put into external appearance

For example, for both women and men, weight is by far the top physical feature that survey respondents would change about themselves, followed by teeth and noses.  These latter two problem areas suggest openings for products such as teeth whiteners and highlighting and contouring makeup, which help improve these less than favored body areas.  At the same time, survey respondents are rather practical; fewer than half want to invest a significant amount of time and effort in their appearance.  That said, simple and easy applicators will find the greatest uptake in beauty products, especially among lower-maintenance Australians.

Think nose contouring is only for glam gals?  Survey respondents were definitely open to trying new brands and products, and many go shopping for new beauty and personal care products due to dissatisfaction with a current product.  So chances to recruit new users abound, but adding an entirely new product type to consumers’ regular grooming routines does require a convincing argument, especially for men.  The men’s grooming market has grown in the past decade, but survey results suggest many men have yet to expand beyond soap and water for the face (hair is another story).  Male survey respondents are less likely to use even gender-neutral skin care products than female respondents, with Russian men reporting the fewest skin care products in their routine (2) and Colombian men leading all countries at double that number (4).  Overall, men average eight grooming products to women’s 21. 

Samples may be crucial to converting men – and women for that matter – to augment their grooming routine:  a significant percentage of respondents cited free samples as an influence on their last skincare, hair care and/or cosmetics purchase.  Yet the path to purchase for beauty products is never so simple:  price, multifunctionality, brand, ingredients, spouse/partner recommendations, and many other features also play a role in consumers’ purchase decision-making.   Euromonitor’s latest survey will help companies and brands better understand a customer’s path to purchase, offering opportunities to create and refine strategic marketing plans for skincare, hair care, color cosmetics, and fragrance items.

 please visit www.topbeautysh.com  for more cosmetic packaging information.