FaceValue

Theglobalfoundation

ofBeautyinsights

Cosmetic

currencies

Regionalroutinesacrossgenerations

Inthesprawlingmosaicoftheglobalbeauty

industry,wheretrendsflickertolifeandfade

awayintheblinkofaneye,havingasteadfast

compassisnotjusthelpful—it'sessential.Here,inthisreport,Kantar’sWorldpanelexhaustivedatasetsserveasthatcompass.We'vealignedour

purchasepanelsandusagepanelsthroughthelensofbeautyproductstounderstandnotjustnumbersbutthenarrativethatrunsthroughthebeautysector,bygenerationsglobally.

It'satalethatgoesbeyondmeretransactionstoexploretheritualsthathappeninfrontof

bathroommirrorsandthemotivationsthat

driveusintostoreaislesandontoe-commerceplatformsinthefirstplace.Inotherwords,weconnectthedotsnotjustonwhatconsumersbuybutalsoonhowtheyuseproductsand

whatdrivesthemtomakethesepurchases.

Weconnectthedotsnotjuston

whatconsumersbuybutalsoonhowtheyuseproductsandwhatdrives

themtomakethesepurchases

Atahighlevel,weknowtheretailavenuesthroughwhichbeautyproductsreach

consumersareasvariedasthemarkets

themselves.IntheUnitedStates,the

technologicalallurehasledtoanuptickin

onlinebeautyshopping,primarilydrivenby

GenZ.However,inFrance,thecharmof

traditionprevails,withbeautypurchasesstilloccurringinmeaningfulnumbersinthetime-honouredpharmacies.Amidstallthis,

economicchallengespervade,buthaven’tsloweddemandformany.Forinstance,inBrazil,weseestrongdemandfor

experimentationandanappetiteforspending.Itappears,the'lipstickeffect'isinfullswing,atleastforsome.

Aswetraversetheglobalbeautylandscapein

thisreport,we'lldivedeepintospecificmarkets.

Europestandsoutforthegrowinginfluenceofits55+demographic,atrendparticularly

pronouncedinGreatBritain,whereafocusonenvironmentalexpectationsisplayingout.

Asia,withits$70billionbeautymarket,offersapanoramaoftechnologicaladvancementsandnature-infusedsolutions,asubjectwe'llexploreindetail.TherhythmicbeatsofLatinAmericawillrevealBrazilasadominantforce,wherethecorrelationbetweenhighproductusageand

marketshareistoosignificanttoignore.

Primetime

55+buyersredefining

BeautyinEurope

Beauty's

silver

streak

AtatimewhenEuropeisgrapplingwithrisinginflationratesandacostoflivingthat'sincreasingatits

fastestpaceinyears,thebeauty

marketpresentsanintriguing

dichotomy.The55+agegrouphasemergedasalinchpinforthe

beautyindustryinEurope.

InmarketssuchasGreatBritain,

France,SpainandPortugal,this

demographicaccountsfornearly

halfofallbeautysales.Theirusagelevelshaveseena2%increase

comparedto2019,evenasusageofproductsatatotalfemale

demographiclevelexperienceda7%decline.Thisisparticularly

noteworthygiventheeconomic

environment;asinflationrates

remainhighacrosstheregion,thisolderagegroup'swillingnessto

spendonbeautyproducts

representsaformofresilience.

Fastfrequencies

The55+demographicengagesin

47beautyoccasionsperweek—8morethantheaveragewoman.Onapopulationbasis,thisaccounts

forastaggering80.6billionbeautyoccasionseveryweekacrossthe

Europeanmarketswemeasure.

Suchfrequencybecomeseven

moresignificantwhenyouconsiderthatmanyinthisagegroupareonfixedpensions,orsoonwillbe,

whicharenotrisingatthesamespeedasthecostofliving.

Itisclearthe55+

demographicismore

engagedacrosseach

beautycategorycomparedtoyoungerwomen

Since2021,BabyBoomerfemales—andwerecognisethereareregional

differencesinhowtoaccountforthe

BabyBoomeragegroup—havebeen

steadilygrowingintheirusage

occasions.Bycontrast,theyounger

demographicshavestreamlinedtheirroutines.Amidatransitiontowork-

from-homesettingsandmorerelaxedsocialenvironments,theactof

"makinganeffort"inappearancehastakenabackseatforyounger

individuals.Shavinglessoftenand

applyinglightermakeup,forexample,havecascadingeffectsonrelated

productcategories—fromfacewashestoaftershaves.Yet,thisdeclinein

usageoffersemergingopportunities:arenewedfocusonqualityand

multipurposeproductsthatalignwithtoday'sminimalistethos.

Itisclearthe55+demographicis

moreengagedacrosseachbeautycategorycomparedtoyounger

women.They'veshownaparticularaffinityforskincareproducts,withsalesvolumesupinSpain,France,andGreatBritainevenasinflation

hasledtopriceincreasesacrosstheboard.Thenaturalnextquestion

willbewhethertheyoungergroup’s

lowerengagementlevelswill

increaseastheyage.

Action

We’refortunatetobeabletolookatthecriticalrelationshipbetweenusageandpurchase,thankstoouruniquepanelscapturingthis

information.Andthedatapaintsavividpictureofprofound

engagementbythe55+consumerssetacrossaspectrumofbeauty

categories.Indeed,thesales

illuminatetheirunwavering

commitmenttobeauty,eveninthefaceofrisingretailprices.

Nuancedconcerns

Understandingtheintricaciesof

theirconcernsisparamountfor

brandsaimingtofine-tunetheir

offeringseffectively.Thedata

uncoverstheiruniquefocalpoints:

FacialSkinNeeds:Astheyage,

theybecomeacutelyawareoftheirfacialskin'sevolvingneeds.

Interestingly,it'snottheperennialconcernofwrinklesthatstandsout,butratheragespots.Armedwith

thisdata-driveninsight,brandscantailortheirproductdevelopment

andmarketingstrategiestoalignwiththesepreciseconcerns.

Haircare:Whilethinninghairisa

prevalentconcernamongthis

group,whatsetsthemapartistheirreluctancetodescribetheirhairas

"damaged".Thisnuance

emphasizesthepivotalroleof

effectivecommunicationtailoredto

generationalnuances.It'snotjust

aboutaddressingneeds;it'saboutframingbenefitsinalanguagetheyarefamiliar.

Preferredpathways

Thisdemographiciscomposedofcreaturesofhabitwhenitcomestoshopping,oftengravitatingtowardperfumeriesandpharmacies.Their

unwaveringbrandloyaltyand

steadfastshoppinghabitsresonateclearlyinthedata.

ShoppingFrequency:Theyembarkonmorefrequentshoppingtrips.

Thisregularengagementwith

beautyproductsrepresentsa

canvasofopportunitiesforbrandstocraftresonantnarrativesand

experiences.

BrandLoyalty:Theiraffinityfor

specificbrandsmayexplaintheir

reluctancetoexplorealternative

shoppingchannels.Identifying

emergingchannelsthatstrikea

chordwiththisdemographicwillbeinstrumentalinchartingfuture

growth.

Groundsforgrowth

Thedatadoesn'tjustdecodetheircurrentbehaviours;italsorevealsfertilegroundsforfuturegrowth:

TailoredMessaging:Crafting

bespokemessagingthatalignswiththeirself-perceptioniscrucial.

Manyinthisagegroupfeel

considerablyyoungerthantheirchronologicalage,andthis

perceptioninformstheirchoicesinbeautyproducts.

Laggardswithsteady

presence

Thoughtheymaynotbetheearly

adoptersofthelatesttrend,they

aretheenablerswhoarewillingto

exploreandtryoutnewproductsif

itsuitstheirvalueandneed.

Male55+:Asmeninthisgroup

age,theychartatrajectoryof

heightenedinterestinpersonal

care.Thedataillustratesthatmen

areincreasinglyinclinedtowards

personalcareproducts,prompting

brandstorealigntheirstrategiesto

resonatewiththisevolving

demographic.

InPortugal,men,whohave

resilienceandtailorbothproduct

historicallybeenmoreassociated

developmentandmarketing

withhygienecategories,achieved

strategiesaccordingly.Thekeylies

recordnumbersintheirbudget

inunderstandinghowthisage

allocationforbeautycategories

group,eveninthefaceofeconomic

during2023:thehighestrecorded

hardships,continuestovalueand

inthelast5years.Post-pandemic,menhaverecoveredmorequickly

investinbeautyproducts.

intermsofboththenumberof

buyersandtheintensityof

purchasesthanwomen,andas

theyhavereplacedfewer

manufacturerbrandswithprivate

label,theirspendingonpersonal

carehasbeenlessimpactedthan

thatofwomen.Withoutmale

shoppers,thepersonalcaremarket

inPortugalwouldnothavegrown

in2023.

Inaneramarkedbyeconomic

challenges,the55+demographicin

Europestandsout.Theirbeauty

habitshavenotonlyweatheredthe

economicstormbuthavethrived.

Brandsneedtorecognisethis

Eachyear,Kantar

Worldpanelranksbrands

basedontheirconsumer

reach.Thisisthelatestin

Beauty,aglobaltop10.

GenZ’s

American

glamplan

Disruptingdollarsandscents

GenZ

shakesuptheshelf

AstheUnitedStatesfindsitselfinthethroesofaseismic

demographicshift—withCensusprojectionsindicatinga53%non-whitepopulaceby2050—thebeautymarketstandsatafascinating

intersectionofchangeandopportunity.Amidstthiscomplex

landscape,GenZ,agedroughlyinthe13-24agegroup,carvesoutanicheasanenigmaticyetinfluentialdemographic,wieldingboth

economicsavvyandauthenticpreferencesasthenationfaceshighinflationandescalatinglivingcosts.

Withapreferenceforword-of-mouthrecommendationsover

traditionaladvertising,GenZprovesthattheirconsumerbehaviourisnotsimplyanextensionofexistingnormsbutachallengetothem.Astriking43.1%ofGenZhavebeeninfluencedtopurchaseabeauty

productbasedonarecommendation,afigurethatsubstantiallyoutperformsthe28%notedacrossthebroaderUSpopulation.

Whiletraditionaladvertising

methodscontinuetoholdsway

overthegeneralpopulace,GenZistwiceaslikelytodefythistrend.

Only21%ofthisdemographichaveboughtabeautyproductduetoanadvertisement,makingthema

discerningsubsetthatprioritisesrelatabilityandauthenticity.

PerhapsoneofthemostintriguingaspectsofGenZ'sengagement

withthebeautymarketliesintheirabilitytoinfluencechoicewithout

necessarilymakingthepurchase.

Around45.5%ofGenZareactivelychoosingbutnotbuyingatleast

onebeautyproductintheirroutine.Inotherwords,theyareinfluencing

buyingdecisions,andtheusagecomponentofthesalesare

importanttorecognisefora

completepictureofthisdynamic.

Around45.5%ofGenZareactivelychoosingbutnot

buyingatleastonebeautyproductintheirroutine

Andinanerawhereenvironmental

consciousnessismorethana

buzzword,GenZleadsthepack.Asignificant47%activelyavoid

productsharmfultothe

environment,while45.7%makeaconsciouschoicetooptfor

naturalproducts.Theirbeliefin

theefficacyofnaturalproductsis

alsonotable,with30.9%convincedthatthesearemoreeffective.

Interactivepollnotsupported

Viewonlineversion

Economicsofbeauty:WhileGenZmaynotboastthespendingpowerofolderdemographics,theyoperatewithadifferentkindofeconomic

freedom.Oftenunencumberedbysubstantialfinancialobligationslikerentorfood,somepossessahigherdiscretionaryincome.Thisisevidentintheirwillingnesstosplurge;GenZwomenare66%morelikelythan

theaverageUSwomantoclaimtheyspendgenerouslyonbeautyproducts.

Theagefactor:Skinconcerns,

particularlyacneandspots,area

predominantworryforthe13-24agegroup.However,theirengagementinbeautyroutinesisgenerallylightercomparedtoolderwomen.This

posesaninterestingconundrumforbrands:whilesomeofthese

behavioursmightbeattributedtolifestage,otherscouldsignifyalong-

termshiftincategoryengagement,particularlyinareaslikemakeup.

Asthisdemographicrisesto

prominence,thebeautymarket

findsitselfataninflectionpoint.

GenZisnotmerelyfollowing

existingtrends;theyarecrafting

newnarrativesandsettingnew

standards.

Contrastsand

continuity

Asia’sBeautymarketexplored

Pan-Asianpalette

Asiastandsasacontinentofcontrasts,notjustculturallyand

historically,butalsoinitsbeautymarketdynamics.Whetherit’stheeco-consciousconsumerinSoutheastAsiaorthetech-savvyGenXinNorthAsia,thebeautylandscapeisasvariedastheculturesit

spans.Thisintricateregioncanonlybeunderstoodbydivinginto

thethreadsofitstapestry,examiningeachuniquepatternandhue.

We’vegonedeeptonotonlyidentifywhatbeautyproductsareboughtbutalsounderstandthereasonsandoccasionsfortheirusage.

SouthEastAsia:

Theyoungandthe

restless

ThepulseofSoutheastAsiaisyoungandrapidlyurbanising.Thisisn'tjustademographicshift;it'sa

transformationthat'sinfluencingthebeautyindustryinmanifoldways.Theregion'smedianageskewsyoung,

providingfertilegroundfortrendsto

takerootandflourish.Ascitiesexpandandpopulationsmigrate,weseea

blossomingofdiversityindemand,especiallyinbeautyproducts.

Theseyoungerconsumers,primarilyMillennialsandGenZ,arenotjusttrendfollowers;theyare

trendsetters.Theiraveragespendingperbuyeronbeautyproductsis

higherthanthatofotherage

groups,makingthemthedriving

forcebehindthegrowthofmoderntradechannelslikee-commerce,

drugandpharmacy,andspecialised

Youngerconsumers,

primarilyMillennialsandGenZ,arenotjusttrendfollowers;theyare

trendsetters

Ofcourse,socialmediaalsoplaysapivotalroleinshapingbeauty

preferencesamongtheseyoungerdemographics.Increasinglyit

servestonotonlyeducatethemonnewregimensandbenefitsbutalsoinfluencesindulgentandimpulsivepurchasesoftenmaderightwithintheseplatforms.Thiscreateswhatamountstoaseamlessshopping

journey,fromtheviewingof

contenttoin-applicationshopping.

Sunsurge

Therehasalsobeenincreasing

awarenessofhairandskinissues

thathasledtomeaningfulchangesinbeautyroutines.Tothatend,theuseofUVsunscreenshassoaredin

somemarkets.

InIndonesia,theAprilheatwaveof

2023wasnotjustanother

swelteringmonth;itwasawake-upcall.Thegovernmentturnedthe

scorchingsunintoaspotlighton

thecriticalneedforsunscreen.The

heatwavewasaharshreality

check,butitalsobroughtforthamoreenlightenedperspectiveonsunprotection.

Meanwhile,inVietnam,anuancedconversationistakingplacearoundskincare.Theemphasisisnotmerelyonshieldingoneselffromthesun

butonamoreholisticapproachtoskinhealth.Sunprotectionisno

longerasolitarystepbutan

essentialpartofabroaderskincare

regimen.Theprevailingsentiment

is,ifyou'reskippingthesunscreen,

youmightaswellthrowoutyour

otherskincareproducts.It'sa

compellingshiftinthought,one

thatacknowledgesthelayersof

benefits,fromreducingtheriskof

skincancertoenhancingthe

effectivenessofotherskincaresteps.

Sophisticationcontinues

TheundercurrentofthissurgeinsunscreeninSoutheastAsiaisa

smallreflectionofevolving

consumerawarenessandattitudestowardoverallbeautyandself-careintheregion.Ongoingeducation

throughsocialmediaalongsidea

growinginterestinnaturalandsafe

productswillserveasdrivingforcesformillennialsinSoutheastAsia,agroupwell-knowntobeindustry

trendsetters.Giventheirinfluence,itisessentialtostayengagedwiththeminordertowin.

NewcosmeticpanelinIndia

Worldpanel'srecentlylaunchedCosmeticPanelinIndiacontinuouslymonitorsthechangesinconsumerbehaviorwithintheBeauty

industry.

Thispanelisspecificallydesignedtotrackandreportpurchasesinfourprimarycategories:face,eye,lips,andnails.Itcomprisesa

representativesampleofover3,000womenaged18to44who

consistentlyrecordtheirpurchases.ThisdataprovidesaninsightfulperspectiveonconsumerbehaviourintheIndiancosmeticsmarket,unveilingtrendssuchasthefactthat40%ofcosmeticshoppers

makeonlinepurchases,butonly7%dosoexclusively.

Forfurtherinformation,

please

reachouttoourexperts.

NorthEastAsia:A

marketofmaturebuyers,GenX

NorthAsiaishometosomeofthe

oldestpopulationsintheregion,

andthisdemographicmakesa

significantcontributiontothe

beautyindustry.Despiteeconomichardshipsaffectingtheirpost-

pandemicrecovery,theirspendinginbeautyremainshigherthantheaverageshopper.

Andit’snotjustaboutwhatthey’respending,it’swherethey’re

spending.Asweknow,e-

commerceinNorthAsiaishighly

advanced,butwhatmightnotbe

aswellknownisthatmaturebuyersarejustasengagedonsomeofthedigitalchannelsasyoungerones.

Forexample,inSouthKorea,livecommercehasfoundalarge

viewershipamongthe45-54and55-65agegroups,forwhom

gainingproductinformationisthe

primaryreasonforwatching.InMainlandChina,Livecaste-

commerceisflyinghigh,with

strongpenetrationfromplatformslikeDouyinhavingacontinued

strongpresenceamongstGenX

andmiddle-incomedemographics.Theseplatformspersistinfueling

innovationanddeliveringnotonlyproductinformationbutalso

insightsonhowtousethem,

enticingconsumerstoexplorea

widerrangeofproductsand

addressforvariousdemand

momentsofcaring.

Theolderagegroupsalsohavea

higherengagementwithskincare

productsthantheydowithmakeup—importanttounderstandwhen

connectingwiththemotivationsbehindthesebehaviours.In

MainlandChina,thefocusisonlightandnudeexpressions

facilitatedbymakeupbasesand

primers.Incontrast,SouthKorea

leanstowardseasyandconvenient

applicationslikecushionbasesand

lipbalms.Fromausage

perspective,benefitssuchas

nourishingandcoveragearemuch

moreimportantforfemalesover45

usingfacemakeup.

FutureofBeauty

innovation

Anincreasingnumberof

consumersareseekingquickand

effectivebeautyservices,especiallyGenXers.Thisisparticularlysoin

SouthKoreaandMainlandChina,thoughatrendacrossmost

countriesinAsia.Asaresult,therequirementsfortopicalbeauty

productsareevolvingquicklyin

termsoftheirfunction,textureandcommunicationtoconsumers.

Traditionalandmainstreamanti-

agingandskintone(spotremoval)treatmentsaretypicallybest

addressedthroughcomprehensivetreatmentservices.Thisleavesa

distinctgapinconsumerdemandfortraditionalproducts.

Consequently,consumersarenowseekingfastpost-treatment

recovery,deepmoisturecare,andskinsensitivitymanagementfromthesetraditionaltopicalproducts.

Alongsidethisisashiftindemandtowardslighterandmorepotent

producttextures,especiallyamongGenXconsumers.

Understandinghowconsumer

demandevolveswiththe

introductionofproductinnovationsisessentialtomaintain

competitivenessinthisrapidly

changingindustry.

LatinAmerica’sH&B

heavyweights

Spendingandtrending

withregionalBeautybias

Age,aspiration,anduntappedavenues

IntherealmofbeautyproductsalesinLatinAmerica,ourlatest

findingspaintavividpictureofshiftinglandscapesandemerging

opportunities.TotapintotheLatinAmericanbeautymarket,brandsmusttuneintotheuniquefrequencythatresonatesacrossdifferentcountries.Thisinvolvesnotjustunderstandingwhatpeopleare

buyingbutalsowhereandwhytheyaremakingpurchases.

Astandoutisthe35-49agegroup,themostsignificantspender,especiallyinBrazil.Butthere'smoretothisthanjustthrowing

moneyatproducts.Let'sdelvedeeper.

BrazilisakeyplayerintheLatin

Americanbeautymarket,

contributingsignificantlytothe

region'stotalsales.Anoteworthy

aspectbehindthosesalesliesintheusagedata—Brazilianwomenhave43weeklybeautyproductoccasionsathome(fivemorethantheir

counterpartsinWesternEuropeandtheUS)Additionally,theyaremuchmoreengagedinreceiving

professionaltreatments.Twothirdsofwomensaytheyhavehadsuchtreatmentsinthepastsixmonths.Thishighusageratecorrelateswiththecountry’srobustsalesfigures,especiallyinthehaircaresegment,whichhasexhibitedstronggrowth.

TheimplicationsofBrazil'shigh

productusagearetwofold.First,itindicatesastrongdemandfor

beautyproducts,presenting

opportunitiesforbothlocaland

internationalbrandstoexpandtheirofferings.Second,ithighlightsthe

importanceofproducteffectivenessandquality,asconsumersinBrazilactivelyuseavarietyofproductsintheirbeautyroutines.

Spendingheavyweights:35to49-year-olds

Thisagegrouptakesthelion'sshareofthemarket,holding41%inBrazil,

38%inColombia,and37%in

Mexico.Onaverage,theymakeup

39%ofthehealthandbeauty(H&B)marketinLatinAmerica.Thesearen'tjustnumbers;they'reatestamenttotheeconomiccloutofthis

demographic.Inthepastyearalone,theirspendingincreasedby22%.

Brazilstandsouthere.Whilethe

35-49agegroupspendsfreely,theiractualusageofH&Bproductsshowsonly4%growthcomparedto2019

andhasremainedstableinthelast

year.Thisdisconnectbetween

spendingandusagepresentsan

intriguingquestionforbrandsandretailersalikeandanotherreason

nottolookateitherinisolation.

Despitethespendingpowerof

35-49s,the50+demographicisstill

nottobeoverlooked.Theirspendingis

growingfasterthananyotherage

group,atarateof26%year-on-year,exceptinMexicowherethey’reoutinfront.

35-44saccountforalmost30billionbeautyoccasionsintheweekinBrazil

Theyoung

andtherestless

Theyoungestagegroupwe

reviewed,thoseupto34yearsold,makeup20%ofthemarketin

Mexicoand26%inbothColombia

andBrazil.TheLatamaverage

standsat23%.What'sworth

noting,particularlyinBrazil,isthe7%increaseinusageoccasions

amongyoungerwomen(17-34)

since2022.TheirengagementwiththeH&Bmarketisontherise.

Brazil’s

genderdynamics

Let’slooktoBrazilforadeeper

dive.InBrazil,menaged35-44aresomewhatdisengagedwiththeir

personalcareroutines,yettheystillhandletheirownshopping.Whilethey'relessengagedintheir

personalcareroutinescomparedto

women,they'renotentirely

disengaged.Theirgroominghabitsshiftbetweenclean-shavenand

stubblylooks,suggestingthatthey

canbereachedthroughadiverserangeofproducts.Theimplicationisclear:brandsshouldnot

pigeonholethisdemographicintonarrowproductcategorieslike

beardcareorskincare.Amore

diversifiedproductrangecouldbethekeytohigherengagement.

Moretargetedmarketing

campaignscouldalsobeakeytounlockingthislatentdemand.

Women,conversely,areatthe

heightoftheirengagementwithH&Bproducts.The35-44age

groupinBrazilspendsalot.

Deodorants,fragrancesandbodywashestendtoleadsales.Within

thosesales,we’reseeingan

inclinationtowardsenvironmentallyfriendlyornaturaloptions.Inotherwords,they'renotjustbuyingfor

thesakeofit;they'rebuyingwithintentandpreference.Thisgroupleanstowardsbrandsthat

reflecttheirvalues,particularly

thosethatareenvironmentally

friendlyornatural.Thisisnota

meretrendbutastrongbuying

signalforbrands.Thekeytakeawayhereistheimportanceofaligning

brandvalueswithconsumer

sentiment.

It'salsoimportanttorecognisethatwomeninthisdemographicare

alsochasingalookwithintent,

sculptingtheirpresencewithaboldstrokehere,asofttouchthere.Theyknowwhattheywant:lipsnotjustpaintedbutshaped,eyesnotjust

highlightedbu