Skin Care Products in United States: Anti-Aging & Beauty Attitudes And Behaviors

• Publication date: January 2008
• Report size: 59 pages

IntroductionImage and beauty are important themes in modern society. Many women feel that they do not conform to society's beauty blueprint. Around 20-30% of women have considered plastic surgery with take up rates low at roughly 3%. Almost three quarters (73%) of women responding to a Datamonitor survey cited body shape as a 'major concern'. Meanwhile, men are also taking more time over their appearance.Sco...

Introduction

Image and beauty are important themes in modern society. Many women feel that they do not conform to society's beauty blueprint. Around 20-30% of women have considered plastic surgery with take up rates low at roughly 3%. Almost three quarters (73%) of women responding to a Datamonitor survey cited body shape as a 'major concern'. Meanwhile, men are also taking more time over their appearance.

Scope

Skin Care Products Industry in Europe

Overview 1
Catalyst 1
Summary 1
Summary 2
Changing attitudes towards beauty are becoming apparent 2
As attitudes towards beauty have changed, the willingness to increase spend on beauty products and anti-aging products in particular has increased. 2
The number of consumers willing to have, considering and undergoing cosmetic surgery demonstrates the extremes that people will go to in order to change their appearance and improve their perceived beauty 2
Culture has not yet caught up with an aging population 2
Time spent on personal appearance takes on added importance with age 3
Body shape tops people's beauty concerns 3
Consumers are embracing the notion of appreciating their natural beauty 3
One of the most important ideals that people have is to retain (to as great an extent as possible) the looks they had when they were at their physical peak 3
Niche industry ing will develop further in beauty industry s as brands target their audiences ever more finely 3
Data table of Contents 5
Data table of figures 6
Data table of tables 7
THE FUTURE DECODED 8
TREND: Changing attitudes towards beauty are becoming apparent 8
Society increasingly mandates and rewards beauty 8
Beauty has become more defined by physical appearance 9
Men are becoming more interested in their physical appearance 9
Take-outs and implications 11
TREND: Concerns about physical appearance have been translated into increasing demand for beauty products in general and certain key product categories in particular 11
Lack of trust represents a brake on future growth of beauty products 13
Older consumers are more likely than average to rely on word of mouth 13
Take-outs and implications 14
TREND: The rise of cosmetic surgery reflects how consumers are willing to go to more extreme lengths to manage their beauty concerns 15
Take-outs and implications 18
INSIGHT: Culture has not yet caught up with an aging population 18
Take-outs and implications 21
INSIGHT: Time spent on personal appearance takes on added importance with age 21
Wellness concerns in general intensify with age 21
Time spent on personal care is to counter the visible signs of aging 22
Key physiological changes occur around the senior lifestage 23
Consumer self-perceptions of beauty are low regardless of age 24
Older women in particular are dissatisfied with their personal appearance 24
Take-outs and implications 25
INSIGHT: Attitudes towards the elements of women's physical attractiveness 25
Attitudes towards various personal care concerns vary by age group 26
Concern and action about various beauty issues is highest for body shape, skin dryness, sweating and sensitive skin 28
Identifying opportunities where action is lacking 30
Take-outs and implications 31
ACTION POINTS 32
ACTION: Help consumers to appreciate their natural beauty 32
Portray diverse physical attractiveness in industry ing communications 32
Develop regional and national understanding of beauty perceptions and ideals 34
Take-outs and implications 36
ACTION: Help consumers to approach their ideal 36
Help consumers get comfortable with aging 36
Introduce anti-aging formulas outside of skincare 37
Help consumers address body weight and shape concerns 38
Borrow from the wider beauty market 39
Take-outs and implications 40
ACTION: Target beauty products more finely according to age and need state 41
Segment the beauty industry by target age group 41
Teach skincare to teenagers 41
Tap into the young adult industry 42
Target mid-lifers: the largest sector of personal care spending 42
Develop cosmetics and toiletries specifically for mature consumers 43
Developing lines that are customizable for different age groups 44
Develop anti-aging products for men 46
Develop products with specific functions 48
Take-outs and implications 49
APPENDIX 50
Additional data 50
Methodology 55
Further reading 55
Ask the analyst 56
Datamonitor consulting 56
Disclaimer 56
List of Tables
Data table 1: The ways in which society mandates and values beauty and physical attractiveness, 2004 8
Data table 2: Importance of different physical attributes in making a woman beautiful, 2004 9
Data table 3: Personal care attitudes and consumption behaviors among men and women 10
Data table 4: Sales value per person of selected beauty products by country, from 2001 to 2011 12
Data table 5: Sales value per person of selected beauty products by country, from 2001 to 2011 12
Data table 6: Beliefs about the trustworthiness of claims by personal care manufacturers 13
Data table 7: Proportion of women who have considered cosmetic surgery by country, 2004 15
Data table 8: Top five surgical cosmetic surgery procedures, latest available data 16
Data table 9: Age split of surgical cosmetic surgery procedures by country, 2004 17
Data table 10: Cosmetic surgery procedures in the US by age group, 2006 17
Data table 11: Gender split of surgical cosmetic surgery procedures by country, 2004 18
Data table 12: Proportion of women who believe that misconceptions exist about women over 50, 2006 19
Data table 13: Proportion of women who believe that misconceptions exist about women over 50, 2006 20
Data table 14: Proportion of women concerned about different body issues by age, EUR pe and the US, 2006 25
Data table 15: Proportion of women concerned about different body issues by age, EUR pe and the US, 2006 26
Data table 16: Proportion of women actively doing something about different body/beauty issues, EUR pe and the US, 2006 29
Data table 17: Proportion of women concerned about different body/beauty issues and actively doing something about them by age, EUR pe and the US, 2006 30
Data table 18: Proportion of women concerned about different body issues but not actively doing something about them by age, EUR pe and the US, 2006 31
Data table 19: Women's views on the media, advertising and beauty 33
Data table 20: Aspects of physical appearance that women would most like to change, 2004 38
Data table 21: Anti-aging skincare sales value by country, from 2001 to 2011 50
Data table 22: Anti-aging skincare sales value per person by country, from 2001 to 2011 51
Data table 23: Cosmetic toothpaste sales value by country, from 2001 to 2011 52
Data table 24: Cosmetic toothpaste sales value per person by country, from 2001 to 2011 53
Data table 25: Intensive conditioner sales value by country, from 2001 to 2011 54
Data table 26: Intensive conditioner sales value per person by country, from 2001 to 2011 55
List of Figures
Chart 1: It is important to recognize men as complex, diverse individuals with varying needs and attitudes towards grooming 11
Chart 2: Older consumers, distrusting of conventional media, are more likely than their younger counterparts to rely on word of mouth recommendations 14
Chart 3: Younger cohorts aged 18-34 have the most positive sentiment towards their age 20
Chart 4: Older consumers were most likely to have taken active steps to improve their health in 2003-04, highlighting how old age can act as a trigger point towards making new lifestyle choices 22
Chart 5: 50-64 year olds place the most importance on spending time on personal appearance 23
Chart 6: Proportion of women concerned about different body issues by age, EUR pe and the US, 2006 27
Chart 7: Concern and action about various beauty issues is highest for body shape, skin dryness, sweating and sensitive skin 28
Chart 8: As consumers age they place more importance on advertising featuring characters of their own age 33
Chart 9: Dove's Campaign for Real Beauty 34
Chart 10: The shift from western glamour to Japanese beauty in Shiseido's Tsubaki advertising 34
Chart 11: Products that promise to take the years off, 2007 37
Chart 12: Anti-aging products beyond skincare, 2007 37
Chart 13: Inneov anti-cellulite supplement drink is an example of a product line addressing the most important beauty issue for consumers - body shape 39
Chart 14: Products are borrowing from the wider beauty market 39
Chart 15: Best practice in Asia-Pacific innovation: beauty masks, 2007 40
Chart 16: Selected new products for teen skincare 41
Chart 17: Selected new products for young adults beginning skincare regimes, 2007 42
Chart 18: Orlane's Crme Royale for mid-lifers, launched in 2007 43
Chart 19: Dove Pro-Age reflects a leading example of toiletries specifically for mature consumers 44
Chart 20: Older consumers, especially those aged 65 and over, attach more importance than younger consumers to customized solutions tailored to specific needs 45
Chart 21: Clarins myBlend day and night cream products, 2007 46
Chart 22: Example images produced by SIAscope and Rodan + Fields cameras 46
Chart 23: There are more opportunities for developing new anti-aging products for men 47
Chart 24: Examples of new anti-aging product ranges for men, 2007 47
Chart 25: Skincare cosmeceuticals aimed at specific body parts will become more important to 2010 48