Feeling at ease in body and mind is no longer just a wish, but a life goal. The latest study by McKinsey shows that this concept is gaining ground in consumers’ daily lives, especially among younger people.
To produce its Future of Wellness report, McKinsey surveyed over 5,000 people in China, the UK and the USA.
“58% of U.S. respondents say they place more importance on well-being today than they did a year ago,” explains the firm.
Generations Z and Y are investing more in their comfort than their elders, whether through the purchase of cosmetics or the practice of sport.
Before making a purchase, consumers pay attention to efficacy, price and quality, as well as to the opinions of other customers, generally posted on the Internet.
Among the various trends revolving around well-being, two in particular concern the cosmetics industry: the use of artificial intelligence to design hyper-personalized skincare products, and the proven effectiveness of products.
Today, nearly one in five Americans and a third of Millennials in the United States prefer personalized products.
According to McKinsey, the companies already offering these services have got their noses in front, as the use of AI in cosmetics is likely to become widespread in the coming years.
When it comes to effectiveness, more and more people are looking for skincare with results backed up by scientific evidence.
“Nearly half of British and American consumers said that clinical efficacy …
