More On Future Trends in Skincare 2011
February 23, 2011
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VISUAL CULTURE
- ‘Visual Culture’ and an associated pre-occupation with appearance is the defining trend in the personal care in 2011. Image is important to us even if we do not significantly feel pressure to look good – at least consciously. There is scope for us to feel happier about our appearance – given the pressure to conform to demanding beauty ideals associated with contemporary society. Visual Culture is the core macro-trend influencing personal care habits. We generally feel it is important to look our best, which is fueling skincare product usage!
Naomi Wolf, comments on this in The Beauty Myth..
CULTURAL DIFFERENCES IN SKINCARE
- Countries with long traditions of ‘skincare management’ have the largest, most established skincare markets.
- France has a reputation as a skincare knowledge center and consumers there have regular skincare routines.
- The US is the second largest skincare market in the world and the Japanese purchase high amounts of skincare products as caring for skin forms a key element of their beauty routines.
- Most consumers are spending longer on their skincare regimes than in the past but Value-for-money is the main skincare product attribute desired by customers!
- While private labels (e.g. Tesco, M&S) still struggle behind branded skincare products, the recession and a propensity to seek value-for-money are fuelling demand.
Source: Research and Markets, 2011
