Cosmetic habits differ according to factors such as age and place of residence. To better understand how the general public consumes beauty around the world, Kantar Wordpanel cross-referenced its data. The results of this study have been compiled in the foresight firm’s latest trends report.
Kantar Wordpanel looked at the specificities of each continent in terms of skincare purchases and usage.
Europe in Boomer times
“At a time when the region is grappling with rising inflation rates and a cost of living that is increasing at its fastest pace in years, the skincare market presents an intriguing dichotomy. The 55+ age group has become the backbone of the beauty industry,” explains Kantar.
According to the figures, Boomers are responsible for half of all cosmetics sales in Great Britain, France, Spain and Portugal.
They have been applying more products since 2019 (+2%), while the rest of the population has reduced its use (-7%).
People in their fifties and beyond also take great care of themselves. They have 47 beauty occasions a week (an occasion refers to all the skincare uses one can have, such as putting cream on one’s hands), eight more than consumers as a whole. Unlike their younger siblings, Boomers are not following the trend towards minimalism and simplified routines.
They are also the most brand-loyal and the most frequent shoppers. “That’s why manufacturers need to pamper them and think up products tailored to their issues.”
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