Euromonitor segments consumers skin care expectations into five benefit groups to understand the interrelated sets of needs and benefits that drive consumers’ skin care purchases. Results are based on responses to Euromonitor’s 2017 Beauty Survey, which includes 20,000 online consumers in 20 countries.
Consumer expectations of healthy, glowing and youthful skin are driving demand for skin care products that offer more than just basic benefits. Sought-after skin care benefits can be better understood by grouping them into five categories: rejuvenating, age defying, age reversing, imperfection correcting and beauty enhancing.
Skin care routines are no longer restricted to cleansing and moisturising. Consumers seeking rejuvenation have added new products, formats and even technology to their grooming routines. Even basic moisturisers have evolved to include day-night formats targeting specific skin concerns.
While consumers of all ages are flocking towards anti-ageing products, specific age-related skin needs do change with maturity. Anti-ageing expectations can be better met with age-specific preventive and corrective benefits, along with consumer education and expectation setting.
Not everyone is blessed with flawless skin naturally, and individuals (including men) expect skin care to address their specific skin concerns. Consumers worried about skin conditions will pay a premium for dermo-cosmetics or dermatologist-recommended brands.
Time pressure,as well as a preference for a natural make-up-free look, is pushing women to pursue products with dual skin and cosmetic benefits. To better launch successful hybrid products globally, brands must understand the nuanced perceptions of beauty in each market.
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