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Wednesday, October 19, 2022Market

How do the British consume beauty?

Comment les Britanniques consomment-elles la beauté ?

On the occasion of the Beauty Trends & Innovations Conference held in London on September 28, 2022, Tania Page, Director at Harris Interactive, presented the figures of a study conducted among 1400 women living in the UK. The objective? To better understand their habits in terms of cosmetics (place of purchase, budget, frequency…).

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The survey was conducted in September 2022 among 1,400 British people aged 18 to 65.

Harris Interactive sought to find out what factors were most important in purchasing a beauty product.
Topping the list were price, ease of use and whether the skincare product was cruelty free.
Overall, 60% of respondents (82% among 18-24 year olds) said they had chosen a cosmetic seen on social media in the past 12 months. The survey reveals that Instagram (45%), YouTube (44%), Facebook (43%) and Tik Tok (33%) are the platforms that influence them the most.

Prices

61% of those surveyed are extremely or very concerned about inflation and rising prices of beauty products. 64% of them will spend less on cosmetics in the next three months if inflation rises. “It would be a good idea for brands to be aware of the prices they charge,” says Tania Page. “They must offer a quality product that is accessible to all.” If prices continue to rise, consumers will consider going to sales, stocking up or reducing their use of skincare products. Their pocketbook comes before their affection for beauty.

During the pandemic, consumers’ beauty routines were turned upside down. While …

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