At the beginning of the year, all forecasting firms present their projections in terms of trends and consumer expectations. Now it’s Klarna’s turn, an online payment solution (which collects a lot of data), to deliver its beauty predictions for the year 2022. Spoiler: sustainability and transparency are still on the agenda.
The survey was conducted online in February 2022 (in collaboration with the research agency Dyna). 4000 participants from Spain, Italy and France were interviewed.
The most consumed products
The health crisis has changed the routines of the general public in many ways. And these changes can be felt in consumption habits.
Skin care tops the list of top-selling product categories, followed by makeup and body (and bath) cosmetics.
Older citizens are the most likely to spend their money on skin care, while younger people invest much more in makeup.
Beauty tools are also gaining in popularity. “More than one in two consumers (55%) use devices in their beauty routine. The facial cleansing brush is the most popular tool among French shoppers (65%), followed closely by jade rollers (39%). Generation Z (52%) and Millennials (40%) are particularly fond of them.”
The notion of wellness
When asked to explain why they buy cosmetics, the French say they like to pamper themselves (48%), while Italians (33%) and Spanish (39%) say they want to feel good about themselves.
The impact of Covid-19
Telecommuting, confinement… all measures that have radically changed the daily lives of millions of people. According to the Klarna study, consumers:
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