We do not consume beauty in the same way whether we are a woman, a man, a young person, an elderly person, a fashion-addict or a mother-to-be, whether we live in France, China or the United Kingdom. And for the beauty industry, it is crucial to meet the needs of each target.
In France, cosmetics are a way to feel good and to give oneself confidence. Natural and organic cosmetics are highly appreciated.
In the United Kingdom and the United States, consumers prefer both conventional and clean products. They still like to take care of themselves, but prefer shorter and more effective routines.
Age is also a differentiating factor among consumers. Generation Z (under 25) and Millenials (under 35) are key targets for brands.
And unlike their elders, these individuals are highly connected, environmentally conscious and refuse to buy skincare products that are contrary to their moral sense.
The authors
A graduate of the School of Journalism in Lille, Laurence Wittner is a freelance journalist specializing in the field of cosmetics. Co-founder of Monitor Cosmetics, she is the editor-in-chief of its supports.
A graduate of the European Institute of Journalism, Jasmine Salmi is a journalist specializing in the field of cosmetics. She joined the editorial team of CosmeticOBS-L’Observatoire des Cosmétiques in 2016. Her core areas of expertise are trends, eco-responsibility and the analysis of the beauty market.
Minibook 2022 “Beauty consumer: tell me who you are”, english version, L’Observatoire des Cosmétiques’ edition (August 2022), 24 pages (ISBN : 979-10-92544-87-9), PDF format.
