Anti-Aging & Beauty Attitudes And Behaviors

Anti-Aging & Beauty Attitudes And Behaviors

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

Overview 1
Catalyst 1
Summary 1
Executive 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 marketing will develop further in beauty markets as brands target their audiences ever more finely 3
Table of Contents 5
Table of figures 6
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 marketing 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 industry 39
Take-outs and implications 40
ACTION: Target beauty products more finely according to age and need state 41
Segment the beauty market by target age group 41
Teach skincare to teenagers 41
Tap into the young adult market 42
Target mid-lifers: the largest segment 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
Table 1: The ways in which society mandates and values beauty and physical attractiveness, 2004 8
Table 2: Importance of different physical attributes in making a woman beautiful, 2004 9
Table 3: Personal care attitudes and consumption behaviors among men and women 10
Table 4: Sales value per capita of selected beauty products by country, 2001-2011 12
Table 5: Sales value per capita of selected beauty products by country, 2001-2011 12
Table 6: Beliefs about the trustworthiness of claims by personal care manufacturers 13
Table 7: Proportion of women who have considered cosmetic surgery by country, 2004 15
Table 8: Top five surgical cosmetic surgery procedures, latest available data 16
Table 9: Age split of surgical cosmetic surgery procedures by country, 2004 17
Table 10: Cosmetic surgery procedures in the US by age group, 2006 17
Table 11: Gender split of surgical cosmetic surgery procedures by country, 2004 18
Table 12: Proportion of women who believe that misconceptions exist about women over 50, 2006 19
Table 13: Proportion of women who believe that misconceptions exist about women over 50, 2006 20
Table 14: Proportion of women concerned about different body issues by age, Europe and the US, 2006 25
Table 15: Proportion of women concerned about different body issues by age, Europe and the US, 2006 26
Table 16: Proportion of women actively doing something about different body/beauty issues, Europe and the US, 2006 29
Table 17: Proportion of women concerned about different body/beauty issues and actively doing something about them by age, Europe and the US, 2006 30
Table 18: Proportion of women concerned about different body issues but not actively doing something about them by age, Europe and the US, 2006 31
Table 19: Women's views on the media, advertising and beauty 33
Table 20: Aspects of physical appearance that women would most like to change, 2004 38
Table 21: Anti-aging skincare sales value by country, 2001-2011 50
Table 22: Anti-aging skincare sales value per capita by country, 2001-2011 51
Table 23: Cosmetic toothpaste sales value by country, 2001-2011 52
Table 24: Cosmetic toothpaste sales value per capita by country, 2001-2011 53
Table 25: Intensive conditioner sales value by country, 2001-2011 54
Table 26: Intensive conditioner sales value per capita by country, 2001-2011 55
List of Figures
Figure 1: It is important to recognize men as complex, diverse individuals with varying needs and attitudes towards grooming 11
Figure 2: Older consumers, distrusting of conventional media, are more likely than their younger counterparts to rely on word of mouth recommendations 14
Figure 3: Younger cohorts aged 18-34 have the most positive sentiment towards their age 20
Figure 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
Figure 5: 50-64 year olds place the most importance on spending time on personal appearance 23
Figure 6: Proportion of women concerned about different body issues by age, Europe and the US, 2006 27
Figure 7: Concern and action about various beauty issues is highest for body shape, skin dryness, sweating and sensitive skin 28
Figure 8: As consumers age they place more importance on advertising featuring characters of their own age 33
Figure 9: Dove's Campaign for Real Beauty 34
Figure 10: The shift from western glamour to Japanese beauty in Shiseido's Tsubaki advertising 34
Figure 11: Products that promise to take the years off, 2007 37
Figure 12: Anti-aging products beyond skincare, 2007 37
Figure 13: Inneov anti-cellulite supplement drink is an example of a product line addressing the most important beauty issue for consumers - body shape 39
Figure 14: Products are borrowing from the wider beauty industry 39
Figure 15: Best practice in Asia-Pacific innovation: beauty masks, 2007 40
Figure 16: Selected new products for teen skincare 41
Figure 17: Selected new products for young adults beginning skincare regimes, 2007 42
Figure 18: Orlane's Crme Royale for mid-lifers, launched in 2007 43
Figure 19: Dove Pro-Age reflects a leading example of toiletries specifically for mature consumers 44
Figure 20: Older consumers, especially those aged 65 and over, attach more importance than younger consumers to customized solutions tailored to specific needs 45
Figure 21: Clarins myBlend day and night cream products, 2007 46
Figure 22: Example images produced by SIAscope and Rodan + Fields cameras 46
Figure 23: There are more opportunities for developing new anti-aging products for men 47
Figure 24: Examples of new anti-aging product ranges for men, 2007 47
Figure 25: Skincare cosmeceuticals aimed at specific body parts will become more important to 2010 48