Tuesday, May 18, 2021Consumers

When cosmetic rhymes with therapeutic

Quand cosmétique rime avec thérapeutique

The health crisis has not only turned social and economic life upside down, it has also had a heavy impact on the well-being of a large majority of people. According to a report by Mintel, a market research firm, Canadians are using more and more cosmetics to take care of themselves, their state of mind and to fight against the ambient gloom.

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While Canadians have always enjoyed pampering themselves, Mintel has seen an acceleration of the wellness trend caused by pandemic-related stressors.
In fact, 40% of Canadian consumers say that their mental health is now a priority. As a result, they are looking for ways to make themselves feel better. And it would seem that using cosmetics is one way to do so, as 54% of Canadians say that beauty products are a source of pleasure.

According to the research firm, brands have understood that there is a niche market to be filled and that customers are ready to try out new treatments. For example, 51% of Canadians say they have tried and enjoyed mood-enhancing fragrances.
“Professionals need to remind people that treating their skin and hair is not only about their physical appearance, but can also have a positive impact on their self-esteem and mental health,” says Mintel.

Canadians are also very concerned about the state of the planet and tend to consume nature-friendly cosmetics. 76% of them are trying to adopt a more eco-friendly lifestyle, 29% explain that they only buy clean beauty products and 34% say they are willing to spend more on such a product. Similarly, 34% say …

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