“Feel good” beauty.
The reasons behind purchasing a beauty product today revolve around the concept of feeling good and pampering oneself. Beauty is now even more closely tied to notions of wellness.
is the most essential factor for the French (51%), while for Italians (16%) and Spaniards (20%) it is significantly lower.
in their own skin is far more important to Italians (33%) and Spaniards (39%) than the French (20%).
Increased usage of skincare products.
The usage of skincare products is higher than makeup products on average. The pandemic has pushed many consumers to adapt their lifestyles, and their needs have changed as their daily routine has been disrupted. Older generations, on a weekly basis, tend to use skincare items more than their younger counterparts.
- Skincare products are prioritised over makeup products as on average 90% of beauty shoppers use them at least once a week.
- Baby Boomers in France use skincare products the most among other generations.
Top trending beauty techniques.
One thing is clear in 2022: People are ready to wear makeup again. While emerging makeup trends at the beginning of each year are not unusual, this year, as pandemic restrictions ease more worldwide and people return to offices and social activities the numbers are particularly striking. What have young generations been most keen on trying out lately?
is the most popular makeup technique among Spanish (72%) and French Millennials (63%).
is favorite makeup technique for Italians (40%) with over 50% of Gen Zers and Millennials trying it.
Beauty routines are simplified.
The belief that skincare doesn’t have to be intimidating or complex is also gaining popularity, with many beauty users opting for more functional, simpler routines. Instead of adding dozens of products in their daily routine, the tendency now is to cut it to basic few steps that do the job. Although consumers now feel more comfortable venturing out of their homes, the need for a simpler beauty routine has been accelerated.
are being prioritized over makeup products in all 3 countries since the pandemic happened.
are the ones spending more time on their beauty routine.
Personalization is the expectation.
Despite beauty routines being simplified, today’s beauty shoppers are seeking innovation and technology from the beauty market. Personalized skincare recommendations and custom-made services are among the main services beauty shoppers would be interested in using in the future.
- Personalized skincare recommendations and custom-made products are the main interests of beauty shoppers.
- Italian and Spanish beauty shoppers would be interested in using augmented reality apps to try on makeup.
Self-love and body positivity.
Consumers took lockdown as an opportunity to take time for themselves. The notion of building and maintaining a healthy lifestyle has taken on more importance as shoppers adjusted to homebody lifestyles—consumers from all generations have placed health and wellness at the top of mind
- 7 in 10 beauty shoppers prioritize health rather than appearance.
- Italian Gen Zers are the most willing to prioritize looking good over feeling good. French Millennials also stand out.