If cosmetic products are part of French people’s daily lives, what is their relationship with beauty in the broadest sense? To answer this question, Kantar conducted a survey with a sample of 1,000 people (interviewed online in May 2022). The results were unveiled during a webinar broadcast on May 18, 2022. Amélie Debaye, Consulting Director at Kantar Insights, was in charge of the presentation.
Beauty is important to the French. Men have a similar position to women. “It’s a sensitivity that echoes societal changes. We are in the process of deconstructing the notion of gender and sweeping away the stereotypes of masculinity. The virility and the archetypes of the sportsman, the businessman or the seducer are gradually giving way to less caricatured representations;” analyzed Amélie Debaye.
Focus on young people
To better understand the relationship of young generations to beauty, the expert cited as an example of popular series of the moment.
“When we talk about appearance, we must evoke ‘Euphoria’. We can see how make-up helps to underline the state of mind of the characters. This type of fiction can encourage teenagers to be more creative. It is also impossible to miss ‘The Bridgerton Chronicle’ whose looks are endlessly copied on the networks. The series ‘Sex Education’ is also good, because it places the defects of the heroes in the center of the plot, making them unique. This helps considerably to work on self-esteem. Obviously, these programs are the opposite of the values conveyed by reality TV and the Kardashian sisters, for example.”
In general, the French are not particularly comfortable in their …
