Consumers Feel Pressure to Look Good, but Don’t Spend on Beauty Products

Two-thirds of US consumers agree that the pressure to look good is much greater now than ever before, but that doesn’t always translate to feeling obliged to spend more money on health and beauty products, according to a global beauty survey by The Nielsen Company, MarketingCharts reports.

Americans - along with consumers worldwide - agree that the pressure to look good is greater today than it was in our parents’ generation:

However, “that doesn’t necessarily mean that consumers are compelled to spend more on beauty products and treatments. It seems the older you get, the less you spend, as teens and consumers in their 20s spend more in this category,” said Shuchi Sethi, VP, consumer products, Nielsen Customized Research.

Some of the findings regarding spending on beauty products and treatments:

• Less than a quarter of US consumers (23 percent) agree that they spend more on beauty products and treatments. On a global scale, 30 percent of consumers agreed they spend more than they used to.
• When consumers do invest their personal grooming dollars, US respondents reported spending the most on hair care (81 percent), skincare regimes (61 percent) and facial treatments (47 percent).
• The fewest US dollars go to hair removal (21 percent), tanning (23 percent) and eyebrow/eyelash tinting and shaping (29 percent).
• If money were no object, US consumers would spend the most on body massages, teeth whitening, hair care, facial treatments and manicures/pedicures.

More findings from Nielsen’s study:

Where Are We Buying?

Closely following the global averages, US consumers purchase health and beauty products mainly from supermarkets (53 percent), department stores (47 percent) and pharmacy/drugstores (40 percent), and to a lesser extent at beauty salons/spa (20 percent) or via the internet (18 percent):

Reasons for Spending

• 64 percent of US consumers say they invest in personal grooming because it makes them feel better about themselves, more or less mirroring the global average.
• Latin American consumers (84 percent) lead the world in this area, followed by consumers in Asia-Pacific (62 percent), North America (62 percent) and EMEA (60 percent).
• Fewer Americans (34 percent) say they invest in beauty products and treatments to attract a partner, while 62 percent spend money on beauty items to look good for their current partner.

What’s In a Name?

The upscale price of upscale products isn’t always worth it, according to many US consumers:

• 80 percent “very much” or “somewhat” agreed that mass market health and beauty products are just as good as premium or expensive alternatives for hair care, skin care and cosmetics.
• Price (63 percent) and brand (47 percent) are the two most important considerations for US consumers’ health and beauty product purchases, followed by a product’s “promise” (31 percent), recommendations of friends (30 percent) and free product samples (30 percent).

The Metrosexual Male

The idea of the “metrosexual” male has gained global approval, with the majority of consumers worldwide agreeing that it is acceptable for men to spend time and money to enhance their appearance:

• 78 percent of consumers worldwide agree that it is “ok” for men to spend time and money on their appearance, including 84 percent of Americans:

• More than three-quarters (78 percent) of Americans say men are more interested in personal grooming than they used to be.

About the Survey: The Nielsen Company polled 26,486 internet users in 46 markets from Europe, Asia/Pacific, the Americas and the Middle East to gauge their attitudes toward and buying habits of health and beauty products.