The feel-good

value of Beauty
Winning strategies for winning
post-pandemic growth in beauty
Mintel Global Consumer allows you to uncover the differences
and similarities in behaviour across consumers in the 35 markets.

Break into new markets by understanding what

01 local consumers want and why.

Build market share by identifying the global

02 trends you can apply locally.

Create segmentation strategies by understanding

03 distinctions between key target groups.

Consumer behaviour Bi-annual survey of Covers 85% of

across 35 markets 35,000 people worldwide GDP
Table Of Contents

1 FINANCIAL FEEL GOOD

2 COLLECTIVE FEEL-GOOD

3 SERENE FEEL-GOOD

4 KEY TAKEAWAYS
In times of crisis, make consumers feel
good with beauty
Europe: % of consumers who agree that ‘using beauty/grooming products makes me feel
good about myself', by select markets, March 2021
74
68
62
58
53 51
% of consumers

Poland Spain Italy France UK Germany

Base: Poland; Spain; Italy; France; UK; Germany: 1,000 internet users aged 16+ in each market

Source: Lightspeed/Mintel
What does 'feeling good' mean?

Financial 'feel good': Collective 'feel good': Serene 'feel good':

brighten value for money joy to belong bring pleasure in routines
FINANCIAL FEEL GOOD
Beauty brands have the power to elevate value
for money with ingenious products that are
gentle on consumers' shrinking budgets.
Offer affordable pleasures to uplift
consumers' moods
Europe: % of consumers who describe themselves as having a budget that they try to stick
to as much as possible, by select markets, March 2021
76
73 71 69
65
61
% of consumers

Italy France Poland Spain Germany UK

Base: Poland; Spain; Italy; France; UK; Germany: 1,000 internet users aged 16+ in each market

Source: Lightspeed/Mintel
A mindful beauty approach caters for
consumers' shrinking budgets

Europe: % of consumers who agree their beauty/grooming routine

has simplified over time, by select markets, March 2021

Base: Poland; Spain; Italy; France; UK; Germany: 1,000 internet users aged 16+ in each market

Source: Lightspeed/Mintel
Eco-consciousness accelerates minimalist
routines
Europe: % of consumers who have bought fewer beauty/grooming
products to reduce the environmental impact of their routine, by select
Minimalist routines also markets, October 2020
respond to the 49 48
acceleration of eco- 46
consciousness due to
COVID-19, with 37
% of consumers

consumers demanding
quality staples that
connect with a sense of
desirability and
newness.

France Italy Spain Germany

Base: internet users aged 16+ who have bought beauty/grooming products in the last 12 months (France: 987; Germany: 1,987; Italy: 991; Spain: 993)

Source: Lightspeed/Mintel
Minimalism elevates staples and boosts value

Minimalist, clean wellness Five-minute routine Iterations of one ingredient

essentials Merit Beauty Slurp Laboratories Hyaluid
Ingredients
Make consumers' lives easier
In complicated times, consumers will value products that help them adapt and ease
their daily lives and routines.

Europe: % of consumers who define themselves as 'always on the lookout for things that
make my life easier', by select markets, March 2021
82
78 75
66
62
% of consumers

57

Poland Spain Italy UK France Germany

Base: Poland; Spain; Italy; UK; France; Germany: 1,000 internet users aged 16+ in each market

Source: Lightspeed/Mintel
 Consumers invest in ingenious products
catering for new lifestyles

Hygienic, personalised and on-the-go Scent harmonisation

Antarctiqua IceTower Scent & Fire Show Refresher Spray
Sustainability elevates value for money

IN CHINA

47% As sustainable options can seem too expensive for consumers,

of consumers would trade up their
beauty purchase for a product that
is environmentally friendly
bring more value by using sustainability as a tool for more
affordability – on top of its eco-conscious appeal – to help
consumers bridge the say-do gap.

Base: China: 1,000 internet users aged 18+

Source: KuRunData/Mintel
Help consumers bridge the say-do gap by
injecting value in sustainability

Plastic-free humble materials Tailored refill amount Powdered formats

Kai Paper Razor is made of metal and Amore Pacific's first cosmetic refill Future Stories offers shower powder
water-resistant paper to reduce plastic station for shampoo and body wash to mix with hot water, creating
usage in disposable razors. allows consumers to refill only the shower gel in a refillable bottle.
amount they need instead of full bottles.
COLLECTIVE FEEL-GOOD
Beauty brands will harness kindness, generosity
and altruism to do good around them and respond
to consumers' increasing focus on the virtues of
ethics, sustainability and community.
Consumers seek a sense of belonging

Europe: % of consumers who agree that it is important for them to feel part of a
community, by select markets, March 2021
66 64
61
57
47 46
% of consumers

Poland Spain Germany Italy UK France

Base: Poland; Spain; Italy; UK; France; Germany: 1,000 internet users aged 16+ in each market

Source: Lightspeed/Mintel
Switch from self-care to collective care

IN CHINA

43% Beauty and wellness should be anchored in a collective experience

of consumers maintain a healthy
lifestyle thanks to health advice
from family and friends
and mindset. The notion of self-care should be transformed by a
broader perspective focused on the balance, support and happiness
that communities provide to individuals.

Base: China: 3,000 internet users aged 18-59

Source: KuRunData/Mintel
Switch individual focus to collective care
to bridge the say-do gap

Offering more transparency to consumers will

raise awareness around their impact to their
community and their surroundings, and
support them to convert this awareness in a
sustainable effort.

Garnier helps consumers participate to a

collective effort by showcasing the
environmental impact of each of their
products' lifecycles.
Beauty brands encourage togetherness
and kindness

Stronger together Connecting through the senses Gathering citizens

REN's Zero Waste Pledge Givaudan Touch Again Amore Pacific
Turn the pressure to fit-in into a joy to belong

Europe: % of consumers who agree that they are tired of being told how
they should look, by select markets, March 2021
57
53 Beauty brands will gain
48 48 in trust and
46
44 engagement by leaving
the concept of
% of consumers

'perfection' behind and

celebrating the
diversity of unique
beauties.

France Poland Italy Germany Spain UK

Base: Poland; Spain; Italy; UK; France; Germany: 1,000 internet users aged 16+ in each market

Source: Lightspeed/Mintel
Celebrate uniqueness

Consumers value brands that make them feel accepted, heard and
recognised, and that create a sense of belonging. Shaking the status
quo and reinventing beauty vocabulary and imagery will create a
more multi-dimensional, inclusive beauty industry.
SERENE FEEL-GOOD
Beauty products will harness the notion of
reassurance and pleasure, and encourage
consumers to splurge on small indulgences to find
a sense of reassurance, wellness and escapism.
Consumers seek emotional balance

IN THE US IN BRAZIL IN SPAIN

37% 87% 74%

of consumers pay more attention to of consumers are actively seeking of consumers are actively seeking
their mental health status ways of reducing stress ways of reducing stress

Base: US: 2,000 internet users aged 18+; Brazil, Spain: 1,000 internet users aged 16+ in each market

Source: Lightspeed/Mintel
Reconnecting with nature will bring a
new sense of serenity

The sound of nature Wellness and serenity Reconnecting with living creatures
Vatika The Nue Co Forest Lungs Sheep Inc.
Comfort and reassurance – the new cosy

IN ITALY

66%
Rituals that were once social can be moved to home usage.
Recreating moments of the day for static consumers will win them
over by fragmenting their at-home experience and reproduce the
variety of a previous daily life.
of consumers agree that
beauty/grooming routines are a
good way to reduce stress

Base: Italy: 2,000 internet users aged 16+

Source: Lightspeed/Mintel
Transform the night into a moment of fun
and indulgence

Beauty branches out of skincare to

cater for cosy yet social moments
during the night.

Youthforia Chanel Coco Mademoiselle L'Eau Privée

Night Fragrance
Leverage the notion of pleasure in
your wellness strategies

IN SPAIN

71% Go further in the notion of indulgence as consumers connect

beauty rituals with a pleasurable experience. Brighten their daily
lives by injecting the notion of pleasure in product usage.
of adults agree that using
beauty/grooming products is
enjoyable

Base: Spain: 2,000 internet users aged 16+

Source: Lightspeed/Mintel
Sexual health enters the beauty halo

Connecting sexual health and pleasure The pleasure of a beauty ritual Natural and ethical
Maude Consonant Come & Glow Set Second Lubs
Edition
KEY TAKEAWAYS
Key Takeaways

Elevate the notion Create a safe, Bring pleasure and comfort in

of value for money inclusive space times of hardship