For the second year running, payment system Klarna unveils the results of its beauty study (carried out using in-house data analysis). Spoiler: in 2023, French women turned to low-cost products with more sustainable formulas.
The tense economic climate is forcing consumers to review their priorities. However, they have chosen to optimize their spending rather than give up their beauty products.
70% of them spend less than 50 euros a month on facial care. They turn to mainstream brands (75%) such as L’Oréal Paris, Maybeline or Nivea. They also go to parapharmacies (41%).
And to preserve their purchasing power, they track down bargains: 46% compare prices carefully and 22% look for cheaper alternatives. Finally, 22% of consumers look for coupons or promotions before making payment.
Durability always
According to Klarna, consumers still pay close attention to the formulas of the cosmetics they use. For six out of ten, it’s important that raw materials are sourced naturally. Four out of ten believe that recyclable packaging is important.
Finally, 61% of French women say they are prepared to spend more on environmentally-friendly skincare.
Transparency is also a key factor for the general public. 35% of consumers would like brands to provide more information on their practices. 33% believe that respect for sustainability should become mandatory for manufacturers.
Where are the men?
Will 2023 finally see the advent of masculine cosmetics? It would seem so.
85% of French …
