The Private Care Affiliation, Cosmetics Europe, has launched the outcomes of its European Shopper Notion examine, highlighting the influence of cosmetics on shoppers’ lives in 2022.
Over 6,000 shoppers throughout 10 European nations took half within the analysis which was carried out in March 2022 on behalf of Cosmetics Europe by market analysis group Ifop.
The examine confirmed that 72% of European shoppers see cosmetics and private care merchandise as vital or essential of their each day lives. The determine rose to 74% amongst 25-54 year-olds and reached 80% for ladies. Males’s notion of the significance of assorted sectors in cosmetics – together with skincare, solar care, physique care, fragrance and make-up – grew in 2022 by a median of 5.5% factors since 2017.
4-fifths of European shoppers classify skincare, hair care and physique care as cosmetics and private care merchandise, the analysis discovered. The contributors seen particular sectors’ merchandise as notably prevalent of their day-to-day lives, with 80-90% of shoppers hailing oral care, physique care, skincare and hair care as vital or essential.
Why do shoppers use cosmetics?
Three core causes stood out to researchers when exploring why shoppers use cosmetics. Hygiene was decided as a key driver with 88% of European shoppers stating they belief the effectiveness of the cosmetics they use in assembly their private hygiene wants.
“Hygiene is vital, however we additionally use cosmetics to be ok with ourselves,” mentioned John Chave, Director Normal of Cosmetics Europe, at this yr’s Cosmetics Europe Annual Convention (CEAC) 2022, which came about June 15-16.
European shoppers additionally search out cosmetics to be ok with themselves. In actual fact, “feeling good about oneself” is among the high three causes to make use of cosmetics throughout the entire product classes, the examine discovered, indicating an recognized relationship between cosmetics and vanity. Over 1 / 4 (27%) of shoppers beneath 25 mentioned they use make-up to spice up their self-confidence.
As well as, shoppers additionally said they use cosmetics to guard their pores and skin or hair. The Private Care Affiliation discovered that European customers extremely worth the wonder and private care items they see, pattern and purchase.
The ‘really feel good’ issue
The examine discovered that bettering high quality of life, selling vanity, and supporting social interactions are all advantages related to cosmetics and their function in European shoppers’ on a regular basis lives.
In complete, 71% of the examine’s contributors thought-about cosmetics vital for bettering their high quality of life, with 70% stating that beauty and private care merchandise are vital or essential in boosting their vanity. Moreover, 62% of contributors believed cosmetics and private care merchandise are vital or essential in how they’re seen by different individuals, and 62% hooked up related significance to cosmetics in relation to how they work together with others.
As much as 16 cosmetics merchandise per week
The skincare, hair care, physique care, make-up, solar care and oral care sectors of cosmetics entice a plethora of formulations, approaches and trend-based developments. In Europe, on common, shoppers use over seven cosmetics merchandise each day and virtually 13 merchandise weekly.
Of the feminine shoppers requested, the examine discovered that, on common, girls use practically 9 cosmetics merchandise each day and 15 per week. Individuals between the ages of 18-24 use probably the most quantity of merchandise commonly – as many as 16 totally different cosmetics merchandise per week, the examine revealed.
Making a optimistic contribution
Opening the plenary session at this yr’s CEAC, Chave mentioned: “The significance of cosmetics and private care merchandise in serving to us defend ourselves towards infections and stop the unfold of illness has as we speak by no means been clearer, however that is simply part of the image.”
He added that insights from the examine revealed that “cosmetics contribute to many areas of our lives”.
Cosmetics Europe welcomes new presidential tandem
The discharge of the brand new examine coincides with the appointment of Cosmetics Europe’s newly-elected president, vice-president and government committee.
On June 16, the non-public care affiliation introduced it had welcomed Isabelle Martin from The Estée Lauder Firms as its new president, succeeding Hervé Toutain, Senior Vice President for Product Stewardship and Public Affairs at L’Oréal. Birgit Huber of German Beauty, Toiletry, Perfumery and Detergent Affiliation, IKW, was elected because the affiliation’s new vice-president.
Taking on the function, Martin mentioned: “It’s for us now to rise to the problem of our instances and contribute to the targets of the European Inexperienced Deal in order that our trade continues to satisfy the expectations of our shoppers and to prosper in Europe.”