Critical reports about beauty advisor jobs malaysia or individual ingredients repeatedly appear in the media – often without a scientific basis. We wanted to know what European consumers really think about cosmetics and what is important to them. Here you can find the results of Consumer Insights 2017, a representative survey of the European Cosmetics Association Cosmetics Europe.
Shampoo, deodorant, lipstick and the like are among the products that only a few would like to miss in everyday life. In Consumer Insights 2017, a representative survey of 4,000 consumers in ten European countries conducted by Third-i on behalf of the European cosmetics association Cosmetics Europe, 71 percent of men and women aged between 14 and 65+ described cosmetic products as “important” or “very important” for their daily lives.
High quality of life
Beauty and a good life go hand in hand: 72 percent of study participants confirm that cosmetic products improve their quality of life. The most important criteria for respondents are good health and appropriate personal hygiene – even before financial stability and a well-paid job. Especially for women, the use of cosmetics is one of the beautiful things in life – cosmetic products are important or very important for 78 percent of them. Among men, 67 percent believe that cosmetics have a positive effect on their quality of life.
A well-groomed appearance strengthens self-confidence. This effect of the cosmetics is confirmed by 80 percent of the study participants. Beautiful hair, smooth skin or a radiant look – cosmetic products provide an attractive appearance and thus also influence how we are perceived by other people. 68 percent of the consumers surveyed are convinced of this. Being well groomed and well styled also helps 60 percent of the study participants to feel confident in direct contact with other people and to be more communicative.
A study by the IKW (Industrieverband Körperpflege- und Waschmittel), which took a look at the 14- to 21-year-old age group in 2016, already came to similar results in Germany. After that, adolescents in particular have to struggle with their self-esteem during puberty. Cosmetics help them a lot in this often chaotic phase of life – 73 percent of the young people surveyed stated that cosmetic products are very important in their lives. A well-groomed and attractive appearance gives them a feeling of security, social acceptance and control.
Quality and effectiveness in demand
The Consumer Insights 2017 study shows that product performance is particularly important for European consumers. For example, 86 percent rate the efficacy and 87 percent the quality of a product as decisive for their purchase decision.
The information offered on cosmetics largely meets consumer needs: 70 percent of the study participants believe that they can easily obtain the product information they are interested in. 68 percent agree that the information found is information, including the information they were looking for. The most important sources of information cited by respondents were product packaging (54 percent) and websites (51 percent). Almost half of the women find information and suggestions on beauty blogs – a medium that only every fourth man uses. YouTube, Instagram & Co. have the strongest following in the 16 to 24-year-old age group.
Popular product categories
Nursing Basic No. 1 is toothpaste, which is indispensable for 94 percent of those surveyed. Nine out of ten consumers attach great importance to personal care products. Shampoo, conditioner and hair gel are an integral part of everyday life for 85 percent.
On the other hand, the health significance of sunscreens has not yet reached all consumers: Only 44 percent of the men surveyed consider them to be important or very important, while the figure for women is 58 percent. Regional differences are noticeable: While 75 percent of Southern Europeans consider the use of sunscreen products to be important or very important, only 32 percent of Northern European consumers share this view.
Consumers love their cosmetic products. You attribute many positive effects to them – on the quality of life, on self-esteem and on communication with other people. This is proven not only by the IKW’s study “Young people – without make-up” but also by the current study results. The findings of the market researchers make it clear that cosmetic manufacturers are outstandingly successful in fulfilling consumer wishes. At the same time, they is an obligation to ensure that consumers’ high esteem in the future is not low.