THE BEAUTY REGIME - GERMANY - 2023

THE BEAUTY REGIME –

GERMANY – 2023
Germans with skin concerns derive confidence from their routines.
Franziska Kartheus,
Evolving gender roles and work lives create opportunities to reposition Associate Analyst
self-care.

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THE BEAUTY REGIME - GERMANY - 2023

The Beauty Regime - Germany - 2023

This report looks at the following areas:

• The frequency of routine tasks performed by Germans with skin

Germans, including hygiene- and beauty-related
tasks
concerns derive
• The time spent on daily routines and how confidence from their
Germans prioritise their time routines. Evolving gender
• Skin concerns experienced by Germans and
roles and work lives
how this impacts their choice in finding a suitable
regime create opportunities to
• Priorities in the beauty regime, focussing on reposition self-care.
effectiveness and simplicity
• Behaviours towards the beauty regime

Germans are having a closer look at their priorities and are taking a more minimalist
approach to beauty as inflation impacts many and continues to be a concern. This gives
hybrid and multipurpose concepts a boost, due to their high value for money and time-saving
aspects, as priorities shift towards affordability and simplicity. Too-elaborate routines won't
hold up, as Germans don't want to invest the time and money in lengthy routines, many
spending less than 15 minutes on their regime in the morning and evening. However, looking
beyond simplicity, Germans draw confidence from their personal regime and enjoy
exploring new products.

Skin concerns are at the centre of attention, with 70% of Germans having one or more skin
concerns, and they are looking for guidance to find products that work. Virtual analysis
systems and personalised options can give those with skin problems the help they need.

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THE BEAUTY REGIME - GERMANY - 2023

Brands should educate about active ingredients, but also normalise concerns to connect
with their users.

An emerging group showing interest in the beauty regime are young men who, exposed to
social media trends, are beginning to explore beauty and grooming products beyond sheer
utility. 73% of men aged 16-34 who do beauty/grooming tasks feel that always looking their
best is important to them, yet men remain an underserved group in the beauty sector.

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The Beauty Regime – Germany – 2023

Report Content

EXECUTIVE SUMMARY

Key issues covered in this Report

• Overview

• The five-year outlook for the beauty regime

Market context
• Inflation is causing a shift in the beauty regime

• Multiple facets of self-care are shaping people's routine

• Creating space for men's beauty

Opportunities
• Focus on simplicity

• Expand on self-care concepts with shared experiences

• Give space to Germans with skin concerns

• Flexibility in work location creates a decentralised approach to beauty regimes

• Growing interest in men's beauty

MARKET DRIVERS

The German economy

- Graph 1: key economic data, in real terms, 2019-24

• Inflation continues to be the key concern in 2023 for consumers, brands and the economy…

• …impacting financial wellbeing and consumer expenditure

• The impact of the economy on the beauty regime

• Less is more, Germans are keeping their evening routines simple

• Simple regimes reign supreme

• Young men show interest in beauty and grooming

• Skin concerns take the spotlight

• Germans value self-care

• Hybrid working uproots routines

WHAT CONSUMERS WANT AND WHY

Frequency of performing beauty and grooming tasks

• Germans frequently touch up their hair

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The Beauty Regime – Germany – 2023

- Graph 2: frequency of performing body and hair beauty and grooming tasks, 2023

• Time-saving routines have appeal

• Make self-care a habit

• Skincare takes priority in the daily face routine

- Graph 3: frequency of performing facial beauty and grooming tasks, 2023

• Germans are becoming more selective about makeup usage occasions

• Create a gateway into advanced techniques to build confidence

• Skincare claims in colour cosmetics

• Men are exploring makeup

Time spent on the beauty routine

• Mornings take priority in the beauty routine

- Graph 4: time spent on beauty regime, 2023

• Time efficiency is key to many

- Graph 5: time spend on evening routine, by employment location, 2023

• The time-value tradeoff – how Germans allocate their time depends on their priorities

• The time-value tradeoff – how Germans allocate their time depends on their priorities

Skin concerns
• Germans are concerned for their skin

- Graph 6: skin concerns experienced on face or body, 2023

• Anti-ageing is in demand

• The beauty regime gives confidence to Germans experiencing skin concerns

• Nourish irritated skin with skin-barrier support

• Go milder with clean beauty

• Acne remains a concern into adulthood

• Acne remains a concern into adulthood

• Tackle skin concerns on a personal level with personalised skincare

• Help men understand their skin concerns

• Guiding choice towards the right regime

Priorities in the beauty regime

• Functionality is at the centre of attention

- Graph 7: priorities in the beauty regime, ranked according to importance, 2023

• Desire for a results driven routine

• Germans want to see results from their routine

• Sustainability remains at the centre of attention...

• ...but is hitting a barrier

• Sustainability needs to stay affordable to remain attractive for consumers

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The Beauty Regime – Germany – 2023

• Intentional choices in packaging and ingredients to stay ahead

• Affordability causes a shift to alternative products...

• ...towards trading down options

• Simplified routines win over time-strapped Germans

• Time is of the essence

• The varied ways to save time

• Stress relief with a relaxing beauty routine

• Bring enjoyment to the routine

Beauty/grooming routine behaviours

• Germans prioritise a routine that makes them feel good

- Graph 8: behaviours towards the beauty/grooming routine, 2023

• Germans with skin concerns are on the hunt for better options

• Support parents in search of a speedy confidence boost

• Self-care is an essential part of the beauty routine

• Young men are showing interest

- Graph 9: men's behaviours towards beauty/grooming routine, by age, 2023

• Men care about their looks

• Celebrate the beauty of diversity

• Seasons are changing, and so should skincare

• Current State of Beauty adopts an intuitive approach

• Find solutions that fit the lifestyle

• The influence of social media

• The beauty regime as a way to connect with friends

APPENDIX

Appendix – products covered, abbreviations, consumer research methodology and language usage
• Abbreviations

• Generation groups

• Consumer research methodology

• A note on language

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THE BEAUTY REGIME - GERMANY - 2023

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THE BEAUTY REGIME - GERMANY - 2023

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This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a German licensed
market survey agent (see Research Methodology
Europe for more information).

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