Chart of the Month: Cultural Dimension on Beauty Rituals

For many consumers, fragrances represent more than just a pleasant scent. They are an accessory that complements the wearer’s unique style and elevates self-confidence. Special occasions become more memorable with the perfect fragrance. Indeed, according to Euromonitor’s Voice of the Consumer: Beauty Survey, fielded June to July 2023, over a quarter of consumers in 2023 purchase perfumes specifically to wear them for these significant moments.

Applying fragrance is a daily ritual for 44% of people worldwide, with the highest usage levels in Latin America and Middle East and Africa in 2023. In contrast, the largest pockets of “never use” fragrance consumers are in North America and Asia Pacific.

In this diverse market, brands must adopt a flexible approach to cater to different regions and, further on, to generations' preferences. Niche fragrances often appeal to millennials' desire for unique experiences and search for exclusive note combinations. In contrast, Gen Z-ers often find designer branded perfumes more appealing when it comes to luxury feeling. Through deeper analysis of consumer preferences and generational demand, beauty and personal care companies can better target consumers with stronger marketing communications based on their desires.

More about the Voice of the Consumer: Beauty Survey  

While the beauty industry outlook should remain strong in the following years, it is important for companies and brands to understand consumer beauty routines, product preferences and path to purchase experiences across the globe.    

To effectively help businesses, we worked with our in-house industry experts and analysts alongside key players within the industry to create the Beauty Survey, which covers a wide array of topics and key trends in 20 countries.  

Key Questions the Voice of the Consumer: Beauty Survey Answers  

• How does consumer definition of beauty, masculinity and premium beauty differ across geographies? 

• Which ‘green features’ matter the most for hair care consumers? 

• Who are the key consumers in dermocosmetics? 

• Which major skin concerns motivate consumers purchases? 

• Who influences Gen-Z consumer decision when looking for fragrances? 

Euromonitor International's Consumer Insights Offering  

Euromonitor designs consumer survey in-house, using input from research experts and clients. Our offering includes nine annual Voice of the Consumer tracking surveys, which can be explored in the Survey dashboard and in the data download tool for in-depth analysis. These capabilities live in Passport, Euromonitor’s one stop shop for industry, economies and consumer data. Connect with our team to learn more.   

Read our article, Seasonality, Power Ingredients, and Retinol: Skin Care Ingredient Trends in Western Europe, for more analysis on ingredient-led beauty.

Check out the latest report, Voice of the Consumer: Beauty Survey 2023 Key Highlights, for an overview of global consumers’ attitudes and habits in beauty and personal care.