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Face Value
The global foundation
of Beauty insights
Cosmetic
currencies
Regional routines across generations
In the sprawling mosaic of the global beauty
industry, where trends flicker to life and fade
away in the blink of an eye, having a steadfast
compass is not just helpful—it's essential. Here, in
this report, Kantar’s Worldpanel exhaustive data
sets serve as that compass. We've aligned our
purchase panels and usage panels through the
lens of beauty products to understand not just
numbers but the narrative that runs through the
beauty sector, by generations globally.
It's a tale that goes beyond mere transactions
to explore the rituals that happen in front of
bathroom mirrors and the motivations that
drive us into store aisles and onto e-commerce
platforms in the first place. In other words, we
connect the dots not just on what consumers
buy but also on how they use products and
what drives them to make these purchases.
We connect the dots not just on
what consumers buy but also on how
As we traverse the global beauty landscape in
this report, we'll dive deep into specific markets.
they use products and what drives
them to make these purchases
Europe stands out for the growing influence of
its 55+ demographic, a trend particularly
pronounced in Great Britain, where a focus on
At a high level, we know the retail avenues environmental expectations is playing out.
through which beauty products reach
consumers are as varied as the markets Asia, with its $70 billion beauty market, offers a
themselves. In the United States, the panorama of technological advancements and
technological allure has led to an uptick in nature-infused solutions, a subject we'll explore
online beauty shopping, primarily driven by in detail. The rhythmic beats of Latin America
Gen Z. However, in France, the charm of will reveal Brazil as a dominant force, where the
tradition prevails, with beauty purchases still correlation between high product usage and
occurring in meaningful numbers in the time- market share is too significant to ignore.
honoured pharmacies. Amidst all this,
economic challenges pervade, but haven’t
slowed demand for many. For instance, in
Brazil, we see strong demand for
experimentation and an appetite for spending.
It appears, the 'lipstick effect' is in full swing, at
least for some.
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Prime time
55+ buyers redefining
Beauty in Europe
Beauty's environment; as inflation rates
remain high across the region, this

silver older age group's willingness to

spend on beauty products

streak represents a form of resilience.

At a time when Europe is grappling

with rising inflation rates and a cost
of living that's increasing at its
fastest pace in years, the beauty
market presents an intriguing
dichotomy. The 55+ age group has
emerged as a linchpin for the
beauty industry in Europe.

In markets such as Great Britain,

France, Spain and Portugal, this
demographic accounts for nearly
half of all beauty sales. Their usage
levels have seen a 2% increase
compared to 2019, even as usage
of products at a total female
demographic level experienced a
7% decline. This is particularly
noteworthy given the economic
environment; as inflation rates
Fast frequencies
The 55+ demographic engages in
47 beauty occasions per week — 8
more than the average woman. On
a population basis, this accounts
for a staggering 80.6 billion beauty
occasions every week across the
European markets we measure.
Such frequency becomes even
more significant when you consider
that many in this age group are on
fixed pensions, or soon will be,
which are not rising at the same
speed as the cost of living.
steadily growing in their usage
occasions. By contrast, the younger
demographics have streamlined their
routines. Amid a transition to work-
from-home settings and more relaxed
social environments, the act of
"making an effort" in appearance has
taken a back seat for younger
individuals. Shaving less often and
applying lighter makeup, for example,
applying lighter makeup, for example,
have cascading effects on related
product categories — from face washes
to aftershaves. Yet, this decline in
usage offers emerging opportunities: a
renewed focus on quality and
multipurpose products that align with
today's minimalist ethos.
It is clear the 55+ demographic is
more engaged across each beauty
category compared to younger
women. They've shown a particular
affinity for skincare products, with
sales volumes up in Spain, France,
and Great Britain even as inflation
has led to price increases across the
board. The natural next question
will be whether the younger group’s
lower engagement levels will
increase as they age.

It is clear the 55+

demographic is more
engaged across each
beauty category compared
to younger women

Since 2021, Baby Boomer females —

and we recognise there are regional
differences in how to account for the
Baby Boomer age group — have been
steadily growing in their usage
Action Interestingly, it's not the perennial Haircare: While thinning hair is a generational nuances. It's not just
concern of wrinkles that stands out, prevalent concern among this about addressing needs; it's about
We’re fortunate to be able to look but rather age spots. Armed with group, what sets them apart is their framing benefits in a language they
at the critical relationship between this data-driven insight, brands can reluctance to describe their hair as are familiar.
usage and purchase, thanks to our tailor their product development "damaged". This nuance
unique panels capturing this and marketing strategies to align emphasizes the pivotal role of
information. And the data paints a with these precise concerns. effective communication tailored to
vivid picture of profound generational nuances. It's not just
engagement by the 55+ consumers
set across a spectrum of beauty
categories. Indeed, the sales
illuminate their unwavering
commitment to beauty, even in the
face of rising retail prices.

Nuanced concerns

Understanding the intricacies of

their concerns is paramount for
brands aiming to fine-tune their
offerings effectively. The data
uncovers their unique focal points:

Facial Skin Needs: As they age,

they become acutely aware of their
facial skin's evolving needs.
Interestingly, it's not the perennial
Preferred pathways Grounds for growth

This demographic is composed of The data doesn't just decode their

creatures of habit when it comes to
shopping, often gravitating toward
perfumeries and pharmacies. Their
unwavering brand loyalty and
steadfast shopping habits resonate
clearly in the data.
Shopping Frequency: They embark
on more frequent shopping trips.
This regular engagement with
beauty products represents a
canvas of opportunities for brands
to craft resonant narratives and
experiences.
current behaviours; it also reveals
fertile grounds for future growth:
Tailored Messaging: Crafting
bespoke messaging that aligns with
their self-perception is crucial.
Many in this age group feel
considerably younger than their
chronological age, and this
perception informs their choices in
beauty products.

Brand Loyalty: Their affinity for

specific brands may explain their
reluctance to explore alternative
shopping channels. Identifying
emerging channels that strike a
chord with this demographic will be
instrumental in charting future
growth.
Laggards with steady
presence

Though they may not be the early

adopters of the latest trend, they
are the enablers who are willing to
explore and try out new products if
it suits their value and need.

Male 55+: As men in this group

age, they chart a trajectory of
heightened interest in personal
care. The data illustrates that men
are increasingly inclined towards
personal care products, prompting
brands to realign their strategies to
resonate with this evolving
demographic.
In Portugal, men, who have resilience and tailor both product
historically been more associated development and marketing
with hygiene categories, achieved strategies accordingly. The key lies
record numbers in their budget in understanding how this age
allocation for beauty categories group, even in the face of economic
during 2023: the highest recorded hardships, continues to value and
in the last 5 years. Post-pandemic, invest in beauty products.
men have recovered more quickly
in terms of both the number of
buyers and the intensity of
purchases than women, and as
they have replaced fewer
manufacturer brands with private
label, their spending on personal
care has been less impacted than
that of women. Without male
shoppers, the personal care market
in Portugal would not have grown
in 2023.

In an era marked by economic

challenges, the 55+ demographic in
Europe stands out. Their beauty
habits have not only weathered the
economic storm but have thrived.
Brands need to recognise this
resilience and tailor both product
Each year, Kantar
Worldpanel ranks brands
based on their consumer
reach. This is the latest in
Beauty, a global top 10.
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Gen Z’s
American
glam plan
Disrupting dollars and scents
Gen Z
shakes up the shelf
As the United States finds itself in the throes of a seismic
demographic shift—with Census projections indicating a 53% non-
white populace by 2050—the beauty market stands at a fascinating
intersection of change and opportunity. Amidst this complex
landscape, Gen Z, aged roughly in the 13-24 age group, carves out a
niche as an enigmatic yet influential demographic, wielding both
economic savvy and authentic preferences as the nation faces high
inflation and escalating living costs.

With a preference for word-of-mouth recommendations over

traditional advertising, Gen Z proves that their consumer behaviour is
not simply an extension of existing norms but a challenge to them. A
striking 43.1% of Gen Z have been influenced to purchase a beauty
product based on a recommendation, a figure that substantially
outperforms the 28% noted across the broader US population.

While traditional advertising
methods continue to hold sway
over the general populace, Gen Z is
twice as likely to defy this trend.
Only 21% of this demographic have
bought a beauty product due to an
advertisement, making them a
discerning subset that prioritises
relatability and authenticity.
Perhaps one of the most intriguing
aspects of Gen Z's engagement
with the beauty market lies in their
ability to influence choice without
necessarily making the purchase.
Around 45.5% of Gen Z are actively
choosing but not buying at least
one beauty product in their routine.
In other words, they are influencing
buying decisions, and the usage
buying decisions, and the usage
component of the sales are
important to recognise for a
complete picture of this dynamic.
Around 45.5% of Gen Z are
actively choosing but not
buying at least one beauty
product in their routine
And in an era where environmental
consciousness is more than a
buzzword, Gen Z leads the pack. A
significant 47% actively avoid
products harmful to the
environment, while 45.7% make
a conscious choice to opt for
natural products. Their belief in
the efficacy of natural products is
also notable, with 30.9% convinced
that these are more effective.
Economics of beauty: While Gen Z As this demographic rises to
Post answer
may not boast the spending power prominence, the beauty market
of older demographics, they operate finds itself at an inflection point.
with a different kind of economic Gen Z is not merely following
freedom. Often unencumbered by existing trends; they are crafting
substantial financial obligations like new narratives and setting new
rent or food, some possess a higher standards.
discretionary income. This is evident
in their willingness to splurge; Gen Z
women are 66% more likely than
the average US woman to claim
they spend generously on beauty
products.
Interactive poll not supported
The age factor: Skin concerns, View online version
particularly acne and spots, are a
predominant worry for the 13-24 age
group. However, their engagement
in beauty routines is generally lighter
compared to older women. This
poses an interesting conundrum for
brands: while some of these
behaviours might be attributed to life
stage, others could signify a long-
term shift in category engagement,
particularly in areas like makeup.
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Contrasts and
continuity
Asia’s Beauty market explored
Pan-Asian palette
Asia stands as a continent of contrasts, not just culturally and
historically, but also in its beauty market dynamics. Whether it’s the
eco-conscious consumer in Southeast Asia or the tech-savvy Gen X
in North Asia, the beauty landscape is as varied as the cultures it
spans. This intricate region can only be understood by diving into
the threads of its tapestry, examining each unique pattern and hue.

We’ve gone deep to not only identify what beauty products are bought
but also understand the reasons and occasions for their usage.
South East Asia:
The young and the
restless
The pulse of Southeast Asia is young
and rapidly urbanising. This isn't just a
demographic shift; it's a
transformation that's influencing the
beauty industry in manifold ways. The
region's median age skews young,
providing fertile ground for trends to
take root and flourish. As cities expand
and populations migrate, we see a
blossoming of diversity in demand,
especially in beauty products.
These younger consumers, primarily
Millennials and Gen Z, are not just
trend followers; they are
trendsetters. Their average spending
per buyer on beauty products is
higher than that of other age
groups, making them the driving
force behind the growth of modern
trade channels like e-commerce,
drug and pharmacy, and specialised
beauty stores.
Younger consumers,
primarily Millennials and
Gen Z, are not just trend
followers; they are
trendsetters
Of course, social media also plays a
pivotal role in shaping beauty
preferences among these younger
demographics. Increasingly it
serves to not only educate them on
new regimens and benefits but also
influences indulgent and impulsive
purchases often made right within
these platforms. This creates what
amounts to a seamless shopping
journey, from the viewing of
content to in-application shopping.
Sun surge longer a solitary step but an
essential part of a broader skincare
There has also been increasing regimen. The prevailing sentiment
awareness of hair and skin issues is, if you're skipping the sunscreen,
that has led to meaningful changes you might as well throw out your
in beauty routines. To that end, the other skincare products. It's a
use of UV sunscreens has soared in compelling shift in thought, one
some markets. that acknowledges the layers of
benefits, from reducing the risk of
In Indonesia, the April heatwave of skin cancer to enhancing the
2023 was not just another effectiveness of other skincare steps.
sweltering month; it was a wake-up
call. The government turned the
scorching sun into a spotlight on
the critical need for sunscreen. The
heatwave was a harsh reality
check, but it also brought forth a
more enlightened perspective on
sun protection.

Meanwhile, in Vietnam, a nuanced

conversation is taking place around
skincare. The emphasis is not merely
on shielding oneself from the sun
but on a more holistic approach to
skin health. Sun protection is no
longer a solitary step but an
Sophistication continues
The undercurrent of this surge in
sunscreen in Southeast Asia is a
small reflection of evolving
consumer awareness and attitudes
toward overall beauty and self-care
in the region. Ongoing education
through social media alongside a
growing interest in natural and safe
products will serve as driving forces
for millennials in Southeast Asia, a
group well-known to be industry
trendsetters. Given their influence,
it is essential to stay engaged with
them in order to win.
New cosmetic panel in India
Worldpanel's recently launched Cosmetic Panel in India continuously
monitors the changes in consumer behavior within the Beauty
industry.
This panel is specifically designed to track and report purchases in
four primary categories: face, eye, lips, and nails. It comprises a
representative sample of over 3,000 women aged 18 to 44 who
consistently record their purchases. This data provides an insightful
perspective on consumer behaviour in the Indian cosmetics market,
unveiling trends such as the fact that 40% of cosmetic shoppers
make online purchases, but only 7% do so exclusively.
For further information,
please reach out to our experts.
North East Asia: A
market of mature buyers,
Gen X
North Asia is home to some of the
oldest populations in the region,
and this demographic makes a
significant contribution to the
beauty industry. Despite economic
hardships affecting their post-
pandemic recovery, their spending
in beauty remains higher than the
average shopper.
And it’s not just about what they’re
spending, it’s where they’re
spending. As we know, e-
commerce in North Asia is highly
advanced, but what might not be
as well known is that mature buyers
are just as engaged on some of the
digital channels as younger ones.
For example, in South Korea, live
commerce has found a large
viewership among the 45-54 and
55-65 age groups, for whom
gaining product information is the
primary reason for watching. In
primary reason for watching. In
Mainland China, Livecast e-
commerce is flying high, with
strong penetration from platforms
like Douyin having a continued
strong presence amongst Gen X
and middle-income demographics.
These platforms persist in fueling
innovation and delivering not only
product information but also
insights on how to use them,
enticing consumers to explore a
wider range of products and
address for various demand
moments of caring.
The older age groups also have a
higher engagement with skincare
products than they do with makeup
— important to understand when leans towards easy and convenient
connecting with the motivations applications like cushion bases and
behind these behaviours. In lip balms. From a usage
Mainland China, the focus is on perspective, benefits such as
light and nude expressions nourishing and coverage are much
facilitated by makeup bases and more important for females over 45
primers. In contrast, South Korea using face makeup.
leans towards easy and convenient
Future of Beauty
innovation
An increasing number of
consumers are seeking quick and
effective beauty services, especially
Gen Xers. This is particularly so in
South Korea and Mainland China,
though a trend across most
countries in Asia. As a result, the
requirements for topical beauty
products are evolving quickly in
products are evolving quickly in
terms of their function, texture and
communication to consumers.
Traditional and mainstream anti-
aging and skin tone (spot removal)
treatments are typically best
addressed through comprehensive
treatment services. This leaves a
distinct gap in consumer demand
for traditional products.
Consequently, consumers are now
Consequently, consumers are now
seeking fast post-treatment
recovery, deep moisture care, and
skin sensitivity management from
these traditional topical products.
Alongside this is a shift in demand
towards lighter and more potent
product textures, especially among
Gen X consumers.
Understanding how consumer
demand evolves with the
introduction of product innovations
is essential to maintain
competitiveness in this rapidly
changing industry.
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Latin America’s H&B

heavyweights
Spending and trending
with regional Beauty bias
Age, aspiration, and
untapped avenues
In the realm of beauty product sales in Latin America, our latest
findings paint a vivid picture of shifting landscapes and emerging
opportunities. To tap into the Latin American beauty market, brands
must tune into the unique frequency that resonates across different
countries. This involves not just understanding what people are
buying but also where and why they are making purchases.

A standout is the 35-49 age group, the most significant spender,

especially in Brazil. But there's more to this than just throwing
money at products. Let's delve deeper.
Brazil is a key player in the Latin
American beauty market,
contributing significantly to the
region's total sales. A noteworthy
aspect behind those sales lies in the
usage data — Brazilian women have
43 weekly beauty product occasions
at home (five more than their
counterparts in Western Europe and
the US) Additionally, they are much
more engaged in receiving
professional treatments. Two thirds
of women say they have had such
treatments in the past six months.
This high usage rate correlates with
the country’s robust sales figures,
especially in the haircare segment,
which has exhibited strong growth.
The implications of Brazil's high
product usage are twofold. First, it
indicates a strong demand for
beauty products, presenting
opportunities for both local and
international brands to expand their
offerings. Second, it highlights the
importance of product effectiveness
importance of product effectiveness intriguing question for brands and growing faster than any other age
and quality, as consumers in Brazil retailers alike and another reason group, at a rate of 26% year-on-year,
actively use a variety of products in not to look at either in isolation. except in Mexico where they’re out in
their beauty routines. front.
Despite the spending power of 35-44s account for almost
Spending heavyweights: 35-49s, the 50+ demographic is still 30 billion beauty occasions
35 to 49-year-olds not to be overlooked. Their spending is in the week in Brazil
growing faster than any other age
This age group takes the lion's share
of the market, holding 41% in Brazil,
38% in Colombia, and 37% in
Mexico. On average, they make up
39% of the health and beauty (H&B)
market in Latin America. These aren't
just numbers; they're a testament to
the economic clout of this
demographic. In the past year alone,
their spending increased by 22%.
Brazil stands out here. While the
35-49 age group spends freely, their
actual usage of H&B products shows
only 4% growth compared to 2019
and has remained stable in the last
year. This disconnect between
spending and usage presents an
intriguing question for brands and
The young
and the restless
The youngest age group we
reviewed, those up to 34 years old,
make up 20% of the market in
Mexico and 26% in both Colombia
and Brazil. The Latam average
stands at 23%. What's worth
noting, particularly in Brazil, is the
7% increase in usage occasions
among younger women (17-34)
since 2022. Their engagement with
the H&B market is on the rise.
Brazil’s
gender dynamics
Let’s look to Brazil for a deeper
dive. In Brazil, men aged 35-44 are
somewhat disengaged with their
personal care routines, yet they still
handle their own shopping. While
they're less engaged in their
personal care routines compared to
women, they're not entirely
disengaged. Their grooming habits
shift between clean-shaven and
stubbly looks, suggesting that they
can be reached through a diverse
can be reached through a diverse
range of products. The implication
is clear: brands should not
pigeonhole this demographic into
narrow product categories like
beard care or skincare. A more
diversified product range could be
the key to higher engagement.
More targeted marketing
campaigns could also be a key to
unlocking this latent demand.
Women, conversely, are at the
height of their engagement with
H&B products. The 35-44 age
group in Brazil spends a lot.
Deodorants, fragrances and body
washes tend to lead sales. Within
those sales, we’re seeing an
inclination towards environmentally
friendly or natural options. In other
words, they're not just buying for
the sake of it; they're buying with
intent and preference. This group
leans towards brands that
reflect their values, particularly
those that are environmentally
those that are environmentally
friendly or natural. This is not a
mere trend but a strong buying
signal for brands. The key takeaway
here is the importance of aligning
brand values with consumer
sentiment.
It's also important to recognise that
women in this demographic are
also chasing a look with intent,
sculpting their presence with a bold
stroke here, a soft touch there. They
know what they want: lips not just
painted but shaped, eyes not just
highlighted but defined. The group
is also focused on a range of skin
issues, including dark circles,
blackheads, and fine lines. Hair
problems include frizz, hair loss,
and greying. Their purchases are
intended to achieve specific
outcomes. And they’re a valuable
army, delivering almost 30 billion
beauty moments each week,
standing firm against rising prices.
In other words, targeting the 35-44 Channels of change To sum it up, the Latin American Data-driven strategies that
cohort is not just about catering to Health & Beauty market is not just consider usage patterns, economic
the natural trend but about One of the fascinating aspects of a monolith but a complex factors, and cultural influences are
understanding their nuanced the H&B market in Latin America is ecosystem of varying consumer essential.
demand for specific beauty the variety of channels through needs, preferences, and spending
articulations. Brands have the which people make their purchases. patterns where the intersection of
opportunity to develop targeted In Brazil, supermarkets, drugstores, usage and purchase is important to
solutions that can address these and door-to-door sales are the come to grips with.
varied concerns and rising primary contributors. The picture
demands from this group. They’re changes slightly in Colombia and
real-world challenges that create Mexico, where supermarkets and
demand for solutions. discounters share the stage with
door-to-door sales.
Of course, each country has its own
preferred paths when it comes to
products. As we noted, in Brazil it’s
deodorants, fragrances, and hand
and body wash. But in
neighbouring Colombia, it's
fragrances, skin moisturisers, and
hair shampoo. Understanding
these local nuances is crucial for
any brand calibrating product
portfolios across the region.
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Conclusions
The
symphony
of data and
insight
Understanding the 'What, Where,
and Why' in these key markets
provides brands with a multi-
dimensional view, offering a
nuanced approach to strategy
formulation. In each market, the
relationship between usage and
purchase data tells its own story,
one that brands can ill afford to
ignore. The key to success lies in
orchestrating these data points into
a harmonious strategy that
resonates with consumers on
multiple levels.
Contributors of this paper

Ashley Kang Marina Alba Jauma Fernando Ortega

Global Head of Beauty US Usage care Director Global Insight Manager
Worldpanel Division I Kantar Worldpanel Division I Kantar Worldpanel Division I Kantar

Maya Zawislak Erika Joh

Global Usage care Director Asia Beauty Sector Lead
Worldpanel Division I Kantar Worldpanel Division I Kantar
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Thank you for reading

To get in touch
with our experts
please contact
Ashley Kang
Global Head of Beauty
Ashley.Kang@kantar.com
Worldpanel Division, Kantar

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