This report presents product usage and beauty routine insights from Euromonitor International’s Beauty Survey. It examines how cultural and wellness trends are reshaping routines, as well as how routines are shifting as consumers age. This report explores category differences between hair care, skin care, and colour cosmetics; it also analyses market, age, gender and user-type differences, drawing on Beauty Survey data encompassing 20 markets and 20,000+ online consumers.
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Utilising the diversity of beauty regimens and cultures offers room for routine expansion and evolution influenced by regional differences as well as demographic changes.
The old mantra of ‘cleanse – tone – moisturise’ has not become the established routine for the majority of consumers, and there is especially untapped potential in the basic routine of the male consumer base.
Hair care is becoming increasingly akin to skin care in terms of routine approach and stark regional differences in usage of new hair treatment products offer room for routine expansion into new markets.
Despite the relatively low ratio of consumers using make-up products daily, the category is one of the most intense in terms of product innovations and reformulations, which is driving growing usage frequency, especially in Asia.
While consumers start to pay particular attention to skin care in their 30s, hair care is more of the younger generation’s arena. Even hair loss treatments show a higher ratio of under 30s using them daily than any other age group.
Skin care is a high priority for all generations, but skin care routines become most sophisticated in the second half of consumers’ 30s. Generation X are the most frequent users of all skin care products, with the exception of anti-agers, and surging new product categories, such as facial masks and mists.
While usage of mass brands is more evenly spread across all consumer types in terms of product consumption, the proportion of premium brands’ usage is higher for ‘Extensives’.