Buyers' needs are changing because their
beauty behaviour has changed.
Skincare Market and Consumer Behaviour 2015 - 2025
The changing needs of the beauty buyer
At home beauty regime assumes features of the
Convenience heads the list of priorities for the
time-constrained beauty buyer.
Product effectiveness – no longer optional.
Our worldwide beauty research
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,
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
and high tech devices.
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
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
. Contact for details