There’s no crisis in the beauty sector. New products are regularly added to the shelves. And to find their way through this cosmetics jungle, French women are fastidious about certain criteria. The latest survey conducted by Veepee|ad, the Veepee Group’s advertising agency, reveals that consumers pay close attention to price and composition.
The study was conducted between September and October 2024. 170 women aged 25 to 49 were interviewed.
First findings
Female consumers are fond of facial care products. This is the product category on which they spend the most per year (432 euros). “This category stands out for its omnipresence in the various distribution channels: pharmacies, specialized networks and generalist sites,” comments Veepee|ad.
Purchasing criteria
When it comes to choosing a beauty product, 40% of consumers look first at composition, price (30%) and brand (27%). “This strong interest in ingredient lists underlines the importance for professionals of highlighting this information in their communications, particularly during promotional campaigns.”
French women who scrutinize the INCI list are also those who buy the fewest beauty products per year. “This behavior reflects a more considered approach, focused on quality and transparency,” says Veepee|ad.
Preferred distribution channels
To do their beauty shopping, 41% of respondents go mainly to specialized boutiques and pharmacies.
They also shop online at the best-known general cosmetics retailers. “These platforms remain the options of choice for respondents who are sensitive to customer reviews. They record one of the highest purchase frequencies (18.1 times per year).”
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French women are …
