The cosmetics industry is renowned for marketing beauty dreams. But some consumers don’t want to fantasize, and are more sensitive to a more pragmatic vision of skincare. And to appeal to these people, Andrew McDougall, Director of Mintel’s Beauty & Personal Care division, advises brands to adopt a strategy focused on simplicity and effectiveness. He made his point at a conference organized as part of the in-cosmetics Global 2024 trade show (held in Paris from April 16 to 18).
“To instill confidence in your customers, it’s essential to provide clear information and market products that deliver on their promises,” advises the expert. “Consumers want to be sure that they are spending their money on products that are worthwhile, especially in these inflationary times.” In fact, 73% of Koreans try to keep their budgets under control.
It’s all about quality
In the hyper-competitive cosmetics market, some consumers are looking for results above all else. According to figures shared by Andrew McDougall, 63% of Koreans are prepared to spend more on products with proven efficacy (despite economic tensions). The same is true of Americans, where 66% of consumers say they prefer to buy quality skincare products regardless of price.
“It’s essential for brands to communicate the benefits of their products. Today, 54% of young French people say they can’t see the difference between a premium cosmetic product and a lesser-quality replica. It’s time for manufacturers to restore value to their ranges.”
Transparency is the mother of trust
Mistrust of the beauty industry is still a hot topic. This is why the expert invites brands to adopt a less marketing and more scientific approach.
“54% of Americans who read up on ingredients …
