Kantar-面值-美容洞察的全球基础（英）-2023-32页_6mb

报告摘要

Trends are dynamic and challenging; Kantar's research provides a compass through purchase and usage panels, focusing on generations and behind-the-scenes rituals.
Beauty is driven by motivations including personal care, skin and hair solutions, and influenced by regional factors like economic challenges, culture, environmental consciousness, and technology adoption.
The path to purchase varies across regions: US strong online Gen Z influence (tech-focused); France traditional pharmacy loyalty (brand loyalty); Brazil growth with spending appetite ("lipstick effect"); Asia diverse markets (tech-advanced vs. natural product focus); LATAM high product usage, especially in Brazil.

Key Traits: Formidable spending resilience in an inflation-hit region, higher beauty purchase frequency (avg. 47 vs 39). Represents quality over cost-cutting, seek effective and natural products.
Usage & Spending: Account for >50% beauty sales in many Euro markets (UK, France, Spain). Spending goals remain firm despite fixed incomes. Usage (especially skin care) is high across product categories.
Segmentation:
- Baby Boomer females stabilize or grow in usage.
- Men: Increasingly taking personal care seriously (Portugal records show male purchase contribution dropped alongside private label usage, which impacted female spending less).
Opportunity: Tailored effective communication, addressing specific aging concerns (age spots + wrinkles vs.), valuing brand loyalty and familiar routines.

Gen Z influences beauty decisions (purchasing based on word-of-mouth: 43% vs. general US 28%).
Skeptical towards traditional advertising, influential via social media, driving trends (often virtual).
Emphasize authenticity and value, leaning towards natural and sustainable products (47% avoid harmful environmental products). High discretionary income allows generous spending (especially Gen Z women).
Increased frequency of choosing beauty products despite not always purchasing. Focus is on new narratives rather than following old trends.

Southeast Asia: Young, Restless, and Spending

Younger consumers (Milennials/Gen Z) are driving tech-enabled and e-commerce growth due to overall youth population.
Medians are young, creating fertile ground for innovation. High willingness to buy online distinct from other regions.
Higher spending per younger buyer compared to older demographics.
South East Asia (Specifics):
Growing focus on holistic skin health and sun protection.
Online platforms accelerate trends and provide seamless purchasing journeys.
North East Asia: Mature, Stylish, & Digital
High spending despite economic pressures persists, especially among older demographics.
Purchase location shifts to in-store but digital channels (live commerce, douyin) effective with older customers.
Balance shift: focus on skin care over makeup varies by age group (notably with Chinese consumers valuing clean and nude looks more than South Korean groups valuing easy application).
Japan: Not explicitly mentioned but implies trends or future direction around "facial solution" or "facial contour" trend (value achieving desired looks).

Brazil stands out in regional sales and consumer engagement. High frequency (43* weekly occasions) vs. Western countries.
Key consumer group: 35-49 year olds (about half the continent) currently dominate spending and occasion counts (though usage growth past 2019 is stagnant).
Older demographics (50+) experiencing faster spending growth.
Gender dynamics (Mexico Brazil): Contrasting views – Men 35-44 segment in Brazil maintain some grooming habits, different products needed than women (categ.-wise). Women are at peak engagement spending more (especially on deodorants, fragrances, etc.). Marketing needs localization (Brazil vs. Colomia).

Deep Understanding Needed: Recognizing diverse motivations (self-perception, environmental responsibility, ritualistic needs) and communication nuances is crucial.
Loyalty & Routine: Harnessing established routines and leveraging loyalty (especially with older demographics) provides stability; analyzing the gap (35-49 spending vs. usage) opens new opportunities.
Tailored Pathways: Adapting communication and product solutions to match specific regional, generational, and even national consumer nuances (e.g., France pharmacy loyalty vs. Brazil doorstep sales).

展开完整摘要