Buyers' needs are changing because their beauty behaviour has changed.

Skincare Market and Consumer Behaviour 2015 - 2025
The changing needs of the beauty buyer

June 2015.

At home beauty regime assumes features of the professional market.

Convenience heads the list of priorities for the time-constrained beauty buyer.

Product effectiveness – no longer optional.

Our worldwide beauty research shows that skincare will remain the key beauty category, but consumers' behaviour is different because their needs are changing. The discussions we conduct with skincare marketing experts in the USA, Europe and Asia reveal that the rules governing each step (e.g, what product, which retail channel) of the marketing supply chain are being revised and re-written for the economics of the 21st century.

There is no doubt at all that skin care will remain central to the beauty market. Consumer concern with skin, always high, has now been boosted immeasurably by product innovation. Among the main developments we can include the rise of “medicalised skincare products and treatments and high tech devices.

The professionalisation of the DIY (at home) skincare regime is gathering speed and is upping the ante. Tools – which up till recently were restricted to qualified professionals working in spas and clinics - are now freely available. High tech devices to apply products, analyse and treat skincare conditions and also to monitor improvements are widely used at home. Similarly, medicalised products which were previously the preserve of the few are now sold to the general public.

Reality has forced the vast majority of skincare buyers to make pragmatic choices. Lifestyles have been transformed, time available has shrunk, yet expectations are higher than ever. The beauty buyer adapts by choosing convenience and efficacy. Solutions to the problems she is now experiencing are her priorities. In addition, the consumer is also looking ahead to tomorrow and invests in preventative measures to future-proof her skincare regimes. Product effectiveness is non-negotiable: results must be measured; products must deliver; improvements must be visible and diagnoses must be accurate.

Profit margins remain protected because high prices are accepted as a matter of course by older and/or more affluent women who spend on premium and innovative products. But, loyalty is fickle. The consumer switches brands when the post-launch honeymoon period comes to an end and/or when the quality of cheaper alternatives is confirmed (i.e., independently proven). Unsurprisingly, it is the more experienced -aka mature - and sophisticated skincare buyer who is the most conscious that price is not necessarily a proxy for quality.

A 35 minute webinar which explains the changing behaviour and touch points of the beauty buyer is available. Contact for details.

The changing behaviour of the beauty buyer is fully developed in our Global Skincare: Consumer Behaviour/Regimes and Market Report 2015. Contact for details