The maxim ‘In summer, I do what I please’, which reflects the desire for flexibility during the summer months, is not reflected in the consumption habits of the French when it comes to hygiene and beauty products. According to data from Kantar’s Usage panel, there have been few notable changes in their habits.
Hygiene identical to the rest of the year
Contrary to what you might think, the French don’t wash more during the summer, and the use of skincare products remains stable. The French continue to use as much shower gel as usual (only +4% more during the summer compared to the average for the year), and hair washing remains constant.
More simplicity in summer
The results of the studies carried out by Kantar do, however, reveal a change in make-up routines. Women are opting for a more simplified routine, with a 7% drop in make-up application, helped by the high temperatures and more relaxed holiday lifestyle, followed by a 6% drop in face washing. Perfume also remains less frequent in summer (-6%), which can certainly be explained by its composition (alcohol) being less conducive to hot weather.
Last but not least
The most surprising thing is that the use of depilatory cream, usually associated with the summer period, does not increase during this season. On the contrary, its use increases in winter, contradicting conventional wisdom.
Habits… that need shaking up?
These observations show that despite seasonal variations, the French maintain their hygiene habits with remarkable consistency, adjusting only small details to …
