In an instagrammable world of green smoothies, yoga and #fitspo, it’s no wonder the definition around beauty is slowly changing.
Leaning more towards a holistic approach, Euromonitor International survey has just released its findings that show the health-focused shift around beauty is happening globally.
The research dissected consumer attitudes in the $460 billion global beauty and personal care products industry, a business projected to post a 6 per cent sales increase by the end of the year. Globally, more than 50 percent of the 20,000 consumers in 20 markets said their concept of beauty is looking healthy and almost 50 per cent also equated beauty with hygiene and cleanliness.
“Intangibles such as being comfortable in one’s own skin and inner confidence were also leading definitions for beauty,” Euromonitor senior analyst, Priyanka Bagde said.
“Brands can engage better with these consumers by tying the benefits offered by their products with consumers’ beauty-related values and desire for a healthy approach to beauty.”
The definitions of beauty varied by age and gender with Gen Z consumers three times more likely than Baby Boomers to say beauty means diversity. Interestingly, keeping a youthful appearance was noted by less than 30 per cent of those surveyed.
Despite looking younger’s lower rank, people are seeking other avenues to slow down the ageing process. Some, according to Euromonitor’s assessment, are bypassing traditional options in favour of dermocosmetics, recommended by medical professionals.
“18 per cent of global consumers reported that they seek dermatologist-tested skincare products, while nine per cent seek medicinal ingredients,” Bagde said.
In addition to seeking dermocosmetic products in stores and salons, consumers are also turning to medical professionals for non-invasive beauty treatments, often to address skin concerns such as acne or ageing, the survey found.
More than 20 per cent of those polled noted they visit medical professionals for acne treatment. Anti-ageing was next with 15 per cent indicating they seek professional treatment.
Image source: @sarahs_day
