Face Value - The global foundation of beauty insights
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 they use products and what drives them to make these purchases
At a high level, we know the retail avenues through which beauty products reach consumers are as varied as the markets themselves. In the United States, the technological allure has led to an uptick in online beauty shopping, primarily driven by Gen Z. However, in France, the charm of tradition prevails, with beauty purchases still occurring in meaningful numbers in the time-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.
As we traverse the global beauty landscape in this report, we'll dive deep into specific markets. Europe stands out for the growing influence of its 55+ demographic, a trend particularly pronounced in Great Britain, where a focus on environmental expectations is playing out.
Asia, with its $70 billion beauty market, offers a panorama of technological advancements and nature-infused solutions, a subject we'll explore in detail. The rhythmic beats of Latin America will reveal Brazil as a dominant force, where the correlation between high product usage and market share is too significant to ignore.
