Understanding consumer needs is crucial for players in the cosmetics industry. At the Beauty Leaders Summit held in Paris on November 20 and 21, 2024, logistics specialist GXO unveiled the results of one of its latest studies. Kamran Iqbal, Commerce Strategist, was in charge of the presentation.
The survey polled 4,000 respondents (living in the US, UK, France and Germany) in June 2024.
First findings
66% of respondents explain that cosmetics are essential and very important to them.
When they make a purchase, they indicate that they are sensitive to the price and quality of the references they choose (31%).
Trends that stand out
Consumers are advocating “no makeup makeup”, a technique that involves the minimalist and subtle application of makeup.
In fact, more and more women are declaring that they use make-up to get ready, but also to boost their self-confidence.
When it comes to skincare, “less is more” is also in vogue. Respondents say they have short skincare routines, and confide in appreciating skincare products with multiple benefits.
“We’re also seeing an appetite for ‘clean’ formulas. Respondents pay close attention to INCI lists and try not to use products with certain ingredients that have been criticized,” comments Kamran Iqbal.
Generation Z and Millennials follow most of these trends compared to other generations, as do the wealthiest households (annual income over $100,000).
Consumption habits
In terms of daily use, consumers generally use one skincare product, three make-up products and two hair care products.
When shopping, respondents …
