Simplifying beauty routines have become a global trend in the shift towards remote work and more casual social settings, and according to Kantar's The Face Value: The Global Foundation of Beauty Insights Report, overall product usage among women decreased by seven percent compared to 2019. However, an exception to this trend was observed among Boomers in Europe, particularly in Great Britain, France, and Spain, where women over 55 accounted for nearly half of all beauty sales. This demographic used beauty products 47 times a week, eight more than the average.
The data highlighted a lucrative opportunity for brands to target this group due to their greater spending power, especially in a challenging economic environment. Ashley Kang, Global Beauty Director at Kantar's Worldpanel division, emphasised the importance of understanding generational nuances in shaping beauty routines. For instance, women over 55 were found to be more concerned about age spots than wrinkles, providing valuable insights for product innovation and marketing strategies.
In the US, Gen Z consumers emerged as leaders in sustainability, with 47 percent actively avoiding environmentally harmful products and 45.7 percent opting for natural products. This generation preferred word-of-mouth recommendations, with 43.1 percent influenced by them to purchase beauty products. Despite having less spending power than Boomers, Gen Z individuals had higher discretionary income, making them 66 percent more likely to spend generously on beauty products than the average US woman.
Kantar's research highlighted the transformative role of Gen Z, stating that they were not just following existing trends but crafting new narratives and standards in the beauty market. The Face Value report also showcased several global beauty trends, including the integration of sunscreen as a crucial step in skincare and the rise of live-commerce in North Asia.
Heavy spenders were identified among the 35 to 49-year-olds in Latin American markets, holding a significant market share in Brazil, Colombia, and Mexico. Brazil was a crucial Latin American beauty market player, contributing substantially to total sales. Brazilian women, in particular, exhibited high engagement, using products 43 times a week and actively seeking professional treatments.
Kang concluded that the global health and beauty market is a complex ecosystem, emphasising the importance of data-driven strategies considering usage patterns, economic factors, and cultural influences. The Face Value report provides brands with actionable insights for success in the dynamic global beauty landscape.
Tailoring beauty products to differing generational preferences ensures a broadened consumer base. Focusing on the critical areas of concern across generations and marketing products according to differing consumer values will be imperative to remain market-relevant for beauty brands, but also a balancing act as these values can differ dramatically across different target markets.
