For its latest study, carried out in partnership with e-commerce platform Beauté Privée, trend agency Nelly Rodi wanted to get away from all the clichés attributed to French women. The agency therefore conducted a survey to highlight the needs consumers express when buying a cosmetics product.
Nelly Rodi identified five important criteria for French women.
Pleasure
67% of those questioned (the methodology of the study was not communicated, editor’s note) express the search for pleasure when applying a product. “For French women, beauty is above all part of a quest for well-being, and is seen as a simple gesture to be invested in on a daily basis.” Minimalists, they have short, effective routines: in general, they use three to five products per ritual.
Taking care of themselves is important to them. 72% of those surveyed pay attention to their overall lifestyle.
Affordability
Inflation drives consumers to seek out good deals. 59% of those questioned confide in tracking down special offers. To do this, they often go to a parapharmacy, “a multi-brand place, close by, with accessible prices.”
They don’t buy the first product that comes along. As true beauty experts, they know which skincare products to choose according to the problems they want to treat.
Reassurance
“French women pay close attention to the products they consume and need to be reassured. They are wary of what brands say, and seek advice from third parties,” says Nelly Rodi. “43% say they are influenced in their beauty purchases …
