Beauty and The Bucks - Nielsen’s First Global Beauty Survey Reveals:
One in three consumers globally spending more on beauty products than ever before
78% of global consumers are under increasing pressure to look good in the Noughties
Cultural attitudes behold: Mediterranean nations and Brazil top all global beauty rankings in 46 country survey
French and Greeks invest in beauty products to look good for their partners – Czechs and Russians invest in their looks to attract a partner
Global approval for the metrosexual male – 78% approve of men spending more time and money to look good!
Male beauty trend led by US – 84% in favour
27 April 2007
London, United Kingdom
In our celebrity and youth obsessed society, one out of three consumers globally say they are spending more money today on beauty products because the pressure to look good is greater now than ever before, according to a new global beauty survey by The Nielsen Company.
The 46-country survey polled 25,408 online consumers from Europe, Asia Pacific, North America, Latin America and the Middle East. The results reveal cross-regional attitudes towards, and buying habits of, one of the fastest growing industries in the world today: beauty and personal care products. “The billion dollar beauty industry shows no sign of slowing down as beauty and personal care products have become ‘must-have’ items in every household,” said Patrick Dodd, President ACNielsen Europe.
The survey found that cultural origins are the strongest factor determining our attitudes toward beauty and buying habits. Mediterranean countries such as Portugal, France and Greece together with Brazil consistently topped global rankings in Nielsen’s international beauty survey.
Eighty percent of Greeks and 79 percent of French consumers say they invest in personal grooming to look good for their partner, while 76 percent of Czechs and 65 percent of Russians say they invest in their looks to attract a partner!
Meanwhile, the French and Portuguese are under the most pressure globally with 85 percent admitting the pressure to look good these days is much greater than it was for their parents’ generation.
In addition, over 75 percent of Brazilians, Portuguese and Greeks said they tried to look stylish all the time.
Latin Americans clearly lead the global obsession with beauty products – 42 percent admit they spend more on beauty products and treatments now than in previous years, followed by 35 percent of Asians. In Europe, Spanish consumers topped the region with 42 percent admitting they are spending more on health and beauty products than in previous years.
“In response to consumer demand, the retail sector—department stores, hypermarkets, supermarkets and pharmacies—are devoting more shelf and floor space to cater to this high-growth category,” observed Dodd.
“Look Good, Feel Good” Factor - Why We Buy Beauty Products
“Interestingly, the survey showed that consumers are more likely to blow their beauty budget when they are in a relationship rather than when they are single – but more important for advertisers and marketers is that 62 percent of consumers globally say they invest in beauty products simply because it makes them feel good,” said Dodd. “In recent years beauty and health care products have become closely associated with consumers’ lifestyles and identity. Successful marketers realize there is an essential emotional component involved in the purchasing decision of beauty products and are tapping into consumers’ emotions to differentiate their product in the crowded marketplace,” said Dodd.
Nielsen’s beauty survey also revealed that 56 percent of consumers say they invest in personal grooming to look good for their partner compared to 42 percent who say they invest in looking good when they are single and wanting to attract a partner.
The Metrosexual Male
The survey also revealed overwhelming global acceptance for the metrosexual male with the male beauty trend spearheaded by US consumers. “While results of our global survey reflected significant regional and cultural differences in beauty attitudes and purchasing habits, the single thing that global consumers unanimously agreed on was the welcome arrival of the metrosexual male,” said Dodd. “Globally 78 percent say it’s ok for men to spend time and money enhancing their looks, with the USA spearheading acceptance of the male beauty trend (84%).
Consumers most encouraging of men spending time and money on looks hail from those nations not typically associated with the macho male stereotype. New Zealanders (92%), Danes and South Africans (91%) topped global rankings for most welcoming the metrosexual male.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, the Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company has more than 41,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands and New York, USA. For more information, please visit, www.nielsen.com.