2018年美妆行业调查关键洞察（英文版）_12页_1mb

Beauty Survey 2018 Key Insights Summary

Core Content

Euromonitor International's 2018 Beauty Survey provides insights into global beauty and personal care habits of over 20,000 consumers across 20 markets. The survey highlights evolving consumer perceptions of beauty, the growing importance of men's grooming, and the increasing demand for science-backed beauty products.

Main Trends

1. Changing Perceptions of Beauty

• Beauty is linked to health and hygiene: Most consumers associate beauty with looking healthy and maintaining good hygiene.
• Internal intangibles matter: Being comfortable in one's own skin and inner confidence are also important aspects of beauty.
• Diversity and social acceptance: Gen Z consumers are more likely than baby boomers to value diversity in beauty, while a third of Middle Eastern consumers connect beauty with social acceptance.
• Glamour and status: Thai consumers are the most likely to equate beauty with glamour, while others associate it with status.

2. Men’s Grooming Habits

• Hair and shaving remain central: Men primarily focus on hair and shaving products in their grooming routines.
• Daily grooming routines: Over 40% of men wash their hair with shampoo daily, and a quarter use facial cleansers daily.
• Regional variations:
  • Brazil: Men spend an average of 48 minutes grooming daily and use 4.9 products. Top concerns include blackheads and greasy hair.
  • France: Average grooming time is 49 minutes, with 2.8 products used daily. Main concerns are dark circles and greying hair.
  • Russia: Grooming takes 28 minutes daily with 2.0 products used. Wrinkles and greying hair are the top skin and hair concerns.
  • US: Men spend 48 minutes grooming daily, using 4.1 products. Blackheads and thinning hair are the primary concerns.

3. Science-Backed Beauty Products

• Health and efficacy drive demand: Consumers increasingly seek beauty products that are scientifically formulated and have therapeutic benefits.
• Dermocosmetics rise in popularity: 18% of consumers look for dermatologist-tested skincare products, and 9% seek medicinal ingredients.
• Consultation with professionals: Nearly half of consumers visited a dermatologist or medical expert for skin or hair-related concerns in the past two years.
• Premiumisation opportunity: Brands with scientific ingredients are perceived as premium, prompting investment in R&D by both beauty and pharmaceutical companies.

Key Insights

• Consumer values shift: Modern consumers prioritize intrinsic beauty and wellbeing, not just external appearance.
• Marketing alignment: Brands must align their product development and marketing with consumers' evolving definitions of beauty.
• Men's market growth: Men's grooming is a key growth area, with increasing product usage and a focus on health and appearance.
• Science as a differentiator: Dermocosmetics and scientifically-backed products are becoming essential for meeting consumer expectations.

Conclusion

The 2018 Beauty Survey underscores the importance of understanding and aligning with changing consumer values in the beauty and personal care industry. As the market evolves, brands that incorporate science, cater to diverse beauty standards, and address men's grooming needs will be well-positioned to succeed.