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Global Survey Report

Personal Appearances: Global Consumer Survey Results on Apparel, Beauty and Grooming

| Pages: 45

Price: US$1,450

About this Report

An executive summary of results from Euromonitor International’s Personal Appearances survey, undertaken in 2014, which includes responses from 6,600 on-line consumers in 16 countries. Usage, purchase decision-making and gender differences are highlighted for the following product categories: apparel and footwear, beauty and personal care and personal accessories.

This report is a comprehensive summary of results from Euromonitor International’s Personal Appearances survey, undertaken in 2014, which includes responses from 6,600 on-line consumers in 16 countries. Usage, purchase decision-making and gender differences are highlighted for the following product categories: apparel and footwear, beauty and personal care, and personal accessories.  The following major questions and more are explored in the report:

Personal style and appearance

  • How do global consumers describe their personal style?
  • How does their self-image impact their spending on apparel and other personal care products?

Personal grooming habits

  • How much time and effort do global consumers put into their external appearance?
  • Who is high vs low maintenance?

Product usage and purchase frequency

  • Which skin and hair care products are essential to the daily grooming routines of global consumers?
  • How often do global consumers replace their hair care, skin care, colour cosmetics, and fragrance products? How often do they buy clothing, footwear, watches, jewellery, handbags, sunglasses, spectacles and contact lenses? 
  • Who’s responsible for buying?

Path to purchase

  • How do consumers decide which personal goods to buy? 
  • Opportunity :  Who replaces vs seeks for new or better than existing products?
  • Research:  What are the major marketing influencers on apparel and beauty purchases?
  • Selection :  What product features matter most?
  • Purchase:  Which types of brands and price points do different consumer segments prefer?

Table of Contents


Connecting consumer grooming habits with purchase decisions


Understanding how attitudes shape personal style and appearance

Personal style

Consumers put time, effort and thought into their appearance

  • Chart 1 Consumer Attitudes Towards Personal Style

In global fashion, laid-back styles trump luxury

  • Chart 2 Personal Style Preferences

Men seek “sporty” apparel while women prefer to look stylish

  • Chart 3 Personal Style: Apparel and Footwear, by Gender

Chinese and Indian consumers seek luxury and brand names; Russians and Japanese most practical

Satisfaction with personal appearance

Most global consumers would change something about their looks if they could

Women would change weight over any other feature; men more inclined to change height

Straight, pearly white teeth top the list of desired facial features

  • Chart 4 Desired Body Part to Change, by Gender

Attitudes towards style and appearance: Business implications and recommendations

Aid global consumers in their desire to simply “look good”

Help women feel better about their bodies

Chinese consumers crave brand names, but the luxury boom may be slowing

With age comes acceptance


Uncovering everyday rituals and routines

General grooming habits

Most consumers spend more than five minutes, but less than one hour, on grooming

Women and younger consumers spend more time on their appearance each day

  • Chart 5 Daily Time Spent on Appearance, by Gender

Basic grooming habits are similar across geographies

  • Chart 6 Basic Grooming Habits Done More Than Once Each Day

Shower or bath? Depends where you live

  • Chart 7 Daily Bathing Habits, by Country

Skin care routines

Facial care routines typically involve cleaning and moisturising; toners, scrubs and masks are less common

Acne fades with age and wrinkles take its place

  • Chart 8 Daily Facial Care Product Usage

Most keep body soft, if not scrubbed or bleached

Consumers more likely to protect skin than seek a sunless tan, but sunscreen use remains low

  • Chart 9 Daily Body Care Product Usage

Men are less likely to use even gender-neutral skin care products

  • Chart 10 Skin Care Routines, by Gender

Cultural ideals determine use of lightening creams, but ideals may be changing

  • Chart 11 Use of Skin Whitening and Self-tanning Products, by Country

Fragrance usage

Most consumers use products to mask or enhance their scent

  • Chart 12 Daily Fragrance Usage

Hair care routines

Nearly all consumers clean and cut their hair on a regular basis

  • Chart 13 Hair Care and Styling Routines, by Gender

Culture influences hairstyle preferences

  • Chart 14 Hair Styling Habits Among Women, by Country

Most women contend with face and body hair removal

  • Chart 15 Hair Removal Routines, by Gender

Cosmetic routines

Lipstick, eye liner and mascara can be found in most make-up bags

Lipstick used less frequently than balms and glosses

Latin women use widest variety of cosmetics

  • Chart 16 Cosmetics Product Usage Among Women

Male usage of cosmetics generally limited to lip balm

Grooming habits: Business implications and recommendations

Bundle skin care products based on frequency of use

Spur sunscreen use by appealing to vanity

Entice men who are still shying away from skin care products

Help women who want to keep their hair straight (or curly)

Capture a younger market with lip glosses and balms


Examining consumer purchasing habits

Purchase frequency and involvement

Consumers cycle through hair and skin care products fastest

  • Chart 17 Frequency of Purchase

Consumers prefer to buy their own apparel, footwear and sunglasses

Women prefer to buy their own apparel and beauty products

Men are more willing to cede personal care purchases to someone else

  • Chart 18 Lack of Involvement in Purchase Involvement, by Gender

Must-have beauty and personal care, and apparel products

Most consumers would spend extra money on clothing and footwear

Men are especially interested in accessories; women would spend on personal care

  • Chart 19 Extra Spending Priorities

Purchase frequency and responsibility: Business implications and recommendations

Connect with frequent purchasers of fragrances and cosmetics

For products purchased only occasionally, durability and timeless styles are key

Keep the purchaser - not just the user - in mind


A step-by-step look at the buying process

Phase one: Opportunity

When purchasing clothing, practicality guides consumers

  • Chart 20 Reasons for Clothing and Footwear Purchases

Consumers believe that skin and hair are worth spending on

  • Chart 21 Reasons for Skin and Hair Care Purchases

Experimentation plays bigger role in purchases of cosmetics and fragrances

Women find more reasons to shop for personal care products and apparel

  • Chart 22 Reasons for Personal Care and Apparel Purchases, by Gender

Phase two: Research

Consumers research their options, but spend little time deliberating

A wide variety of sources influence apparel purchases

  • Chart 23 Purchase Influencers - Apparel And Footwear

For personal care products, consumers stick with what they know or try before they buy

  • Chart 24 Beauty and Personal Care Product Purchase Influencers

Phase three: Selection

In apparel purchases, consumers look for comfort, cost and fit

  • Chart 25 Key Features - Clothing and Footwear

Key hair and skin care features are price, brand, quality and functionality

  • Chart 26 Key Features - Skin Care and Hair Care Products

Women seek cosmetics that suit their unique skin tone and type

For fragrance purchases, the nose knows best

Consumers remain loyal to face and hair products

  • Chart 27 Consumer Brand Loyalty for Beauty Products and Apparel

Most online consumers opt for affordable clothing brands

Consumers willing to indulge in premium beauty and personal care brands

Premium fragrances command major cachet

Phase four: Purchase

Consumers opt for mid-range clothing; low-priced shoes

High-end jewellery and watches are worth the splurge

  • Chart 28 Typical Spending - Clothing, Footwear and Accessories

Consumers are most willing to spend on beauty products that go on the face

Consumers are less likely to spend on hair cleansing products than colour or styling products

  • Chart 29 Typical Spending - Beauty and Personal Care Products

Online consumers in China lead the way on buying higher-priced skin care and cosmetics

  • Chart 30 Spending Over US$20 on Beauty and Personal Care Products, by Country

Shoppers in China and Japan looking for high-priced accessories, especially watches

  • Chart 31 Spending Over US$75 on Apparel and Personal Accessories, by Country

Path to purchase: Business implications and recommentations

Free samples are key in luring consumers away from favourite brands

Price matters, but consumers are willing to spend extra for products that work

Make it easy for women to find the right make-up

Focus higher-end lines on products meant for the face

Capitalise on current opportunities to expand sales of higher-priced items in emerging markets


Develop skin and hair care products that live up to expectations

Offer classic design and quality construction

Lure customers to a new product with samples and trust

Position products with evolving cultural norms in mind


Focus and design

Fielding and data cleaning


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