Beauty Survey 2020: Key Insights: October 2020

BEAUTY SURVEY 2020: KEY INSIGHTS
October 2020
Key Insights
▪ Introduction
▪ Understanding the 2020 Beauty Shopper
▪ Hand Hygiene in the Age of Coronavirus
▪ Self-care at Home
System Overview
▪ About Our Research
INTRODUCTION
Overview of Euromonitor’s Beauty Survey
Launched in 20 countries 1,000

2015 and across all major consumers per
tracked regions country, aged
annually 15-70+, male
and female
© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 3
INTRODUCTION
Euromonitor’s Beauty Survey uncovers insights about today’s consumers
Euromonitor’s Beauty Survey was

launched in 2015 to provide global Relevance to Beauty Industry
tracking of consumers’:
▪ High intensity and pace of innovations
1.Beauty routines and new product developments
characterise a constantly evolving
2.Path to purchase industry and a growing need for agile
and cost-effective gap assessment
3.Brand perceptions and preferences and consumer profiling.
Behavioural Insights on Consumers

▪ Consumer preferences are changing on
multiple levels: as people age, their hair
and skin changes, their spending power
changes, their beauty routines and
attitudes evolve.

Key Insights
▪ Introduction
System Overview
UNDERSTANDING THE 2020 BEAUTY SHOPPER
Shopping for beauty and personal care products in 2020
▪ Across the globe, 2020 has been Top Beauty and Personal Care Purchase
characterised by a rapid shift to online Influencers, 2020
shopping as the Coronavirus (COVID-19)
pandemic confined consumers to their
Person to person
homes. Within beauty and personal care,
digital platforms have brought brands,
Digital media
retailers, influencers, and beauty advisors
closer to consumers like never before.
Traditional media
Indeed, digital media trails only person-to-
person recommendations as the top factor
Friends or family
influencing beauty and personal care
purchases.
Beauty expert
▪ E-commerce developments have also
helped brands gain easy access to new 0% 10% 20% 30% 40% 50% 60%
markets and created a common digital shelf
% of respondents
where global, local, private label, and
independent brands all compete for
consumer attention and spending. 34%
▪ The following slides provide a snapshot of of consumers are “digital beauty” shoppers, meaning that
2020 beauty and personal care consumers they purchase hair, skin or colour cosmetic products
across skin care, hair care and colour through online retailers and are influenced by digital media,
cosmetics, highlighting their concerns, online user-generated or expert-generated content when
preferences and online shopping habits. shopping for or using beauty and personal care products.

Shopping for skin care products in 2020
2020 Skin Care Shoppers Skin Care Products Purchased Online, 2020
21% of consumers are digital skin Facial mists, sprays, or waters
care shoppers*
Self-tanning products
41% of consumers seek
personalised skin care solutions Facial toners
Top global skin concerns: Anti-ageing products
Acne-related issues (49%)

Body moisturisers
Ageing skin (44%)
Lifestyle concerns (34%) Sunscreen or dedicated sun protection product
Sensitive skin (33%)

Pre-shave products
Hormone-related (9%)
Post-shave products
Untinted lip moisturisers

Note: *Purchase skin care products through
online retailers and are influenced by digital
media, online user-generated or expert- Hand care
generated content when shopping for or using
skin care products. 0% 10% 20% 30%
Share of product users who purchase through an online retailer

Shopping for hair care products in 2020
2020 Hair Care Shoppers Hair Care Products Purchased Online, 2020
19% of consumers are digital hair In-home perm kit
care shoppers*
Hair loss treatment
personalised hair care solutions In-home chemical relaxant kit
Top global hair concerns: Hair conditioner or treatment
Ageing hair (57%)

Hair styling products
Damaged or dry hair (54%)
Scalp problems (42%) Heat protection spray
Difficult to manage (41%)

Hair colour or dye
2-in-1 shampoo/conditioner
Note: *Purchase hair care products through Hair shampoo (dry)

online retailers and are influenced by digital
media, online user-generated or expert-
generated content when shopping for or using Hair shampoo
hair care products.
0% 5% 10% 15% 20% 25% 30%

Shopping for colour cosmetics in 2020
2020 Colour Cosmetics Shoppers Colour Cosmetics Purchased Online, 2020
Primer
16% of consumers are digital
BB or CC cream
colour cosmetics shoppers*
Concealer
Tinted lip balm
personalised colour cosmetics
products Finishing facial powder
Pore minimiser
Global cosmetics use: Foundation
Minimalist (0-1 products per Eye make-up
week) - 67% Oil blotter
Moderate (2-6 products per Lip liner

week) - 20% Highlighter
Extensive (7+ products per Bronzer
week) - 13% Lip gloss
Lipstick
Note: *Purchase cosmetics through online
Nail polish or treatment
retailers and are influenced by digital media,
online user-generated or expert-generated Blusher
content when shopping for or using colour
cosmetics. 0% 5% 10% 15% 20% 25% 30%

Key Insights
▪ Introduction
System Overview
HAND HYGIENE IN THE AGE OF CORONAVIRUS
Hand washing and sanitising habits in the age of COVID-19
Global Hand Washing and Sanitising Habits, 2020
Hand washing
Hand sanitising
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% of respondents
Five or more times per day Two to four times per day Once per day 1-2 times per week 2-3 times per month Rarely or never
▪ Hand washing and sanitising have always played a large role in the daily hygiene habits of global consumers.
These habits have been magnified in 2020 with health experts citing hand washing as a key weapon in
protection against the COVID-19 virus.
▪ Nearly all consumers (93%) report washing their hands at least twice per day and well over half do so five or
more times.
▪ Use of hand sanitising products (typically a liquid, gel, foam or spray that is used to disinfect hands in place of
soap and water) is less widespread, though over 60% of consumers report using at least twice per day.

Women and older consumers lead the way in frequent hand washing
Hand Washing and Sanitising Habits - Five or More ▪ While daily hand washing is a near-universal
Times per Day, by Age, 2020 habit among global consumers, those above
35 are more likely than their younger
65+ counterparts to report washing their hands
at least five times per day. These habits may
60-64
mirror greater levels of concern over
55-59 infection among older consumers.
▪ Women are also more likely than men to be
50-54
frequent hand washers, with 65% reporting
45-49 washing their hands at least five times per
day, compared with only 54% of men.
40-44
▪ By contrast, frequent use of hand sanitising
35-39 products peaks among consumers in their
30-34
30s, dropping off considerably among those
over 60 and under 25. This cohort often
25-29 includes parents of young children who may
20-24
value the convenience of on-the-go sanitising
products, versus the need to find running
15-19 water and soap for hand hygiene. This
0% 10% 20% 30% 40% 50% 60% 70% 80%
convenience may also be attractive to
consumers who are working outside the
% of respondents
home.
Hand sanitising Hand washing

Growing importance of hand care to heal frequently-washed skin
Alongside renewed focus on hand hygiene, particularly hand washing and sanitising, comes the need for
hand care products, particularly lotion and creams to heal dry or chapped skin caused by frequent
washing.
44% 40% 22%

of consumers use a hand care of consumers who regularly apply of consumers who regularly apply
product at least once per day a hand care product turn to a hand care product select one that
scented options offers sun protection

Key Insights
▪ Introduction
System Overview
SELF-CARE AT HOME
Baths, manicures and deep conditioning lead self care in 2020
Weekly Bath, by Age, 2020 ▪ For many consumers in 2020, focus

80% has shifted from out-of-home treats
Share of respondents taking a bath
70% such as salon visits, to “self care”

activities that can be done from the
at least once per week
60%
50% comfort and safety of home.
40% ▪ While taking a bath is part of the
30% typical grooming and hygiene
20% routine for many consumers, by
10% others it is seen as an indulgence
0% and an opportunity for relaxation
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+ and self care. This is especially true
for consumers in their late 20s and
55% 30% 30s - over 60% take a bath at least
of women treat themselves to of women regularly use an at- weekly.
an at-home manicure or home deep conditioning ▪ At-home manicures and pedicures
pedicure at least monthly treatment for their hair are another common element of a
self-care routine with over half of
women painting their nails at least
monthly.
▪ Others have taken advantage of
more time at home to regularly give
their hair a deep conditioning
treatment.

SELF-CARE AT HOME
A different kind of face mask for self care at home in 2020
Types of At-home Face Masks, 2020 ▪ Just as they are being instructed
by governments and health
Cream experts to wear face masks
outside the home, many
Gel / peel off masks
consumers are turning to at-
Sheets home face masks of a different
Mud or clay
kind as part of their self care
routine.
Lotion / milk
▪ Nearly two thirds of women and
Fruit or plant-derived one third of men apply a face
mask at home at least monthly.
Liquid
▪ The most common types of at-
Oil home face masks are cream-
Foam / mousse based and gel/peel off, though
sheet masks have consistently
Hydrogel
grown in popularity over the past
Ampoule mask five years. In 2015, only 22% of
face mask users turned to sheet
Electronic beauty device
masks, while this jumped to 27%
Other in 2017 and now stands at 35%
in 2020.
0% 10% 20% 30% 40% 50%
Share of regular face mask users

Key Insights
▪ Introduction
System Overview
SYSTEM OVERVIEW
Unique features of Euromonitor’s Beauty Survey
▪ Global comparability of millions of data points

▪ Syndicated, cost-efficient survey methodology
▪ Time series data, updated annually to allow the identification and tracking of trends
▪ Analysis contextualising consumer habits and attitudes with broader industry trends
▪ Data visualisations and written analysis provide at-your-fingertips insights for system users
Beauty Survey Beauty and Personal Care
BB/CC Cream Retail Value Sales

2012-2017
2,500
2,000
USD million
1,500
1,000
500
0
2012 2013 2014 2015 2016 2017

SYSTEM OVERVIEW
Extensive coverage of beauty routines and purchases across 40 products
Hair Care Skin Care Colour Cosmetics
▪ Shampoo (standard format) ▪ Acne treatment ▪ Lipstick

▪ Shampoo (dry) ▪ Face masks/packs/sheets ▪ Lip gloss
▪ Hair conditioner or treatment ▪ Facial cleansers ▪ Lip liner
▪ Hair styling products ▪ Facial moisturisers ▪ Tinted lip balm
▪ Hair colour or dye ▪ Facial mists, sprays, or waters ▪ Nail polish or treatment
▪ Combined 2-in-1 shampoo/ ▪ Untinted lip moisturisers ▪ Eye make-up
conditioner ▪ Anti-ageing products ▪ Foundation
▪ In-home perm kit ▪ Facial toners ▪ Concealer
▪ In-home chemical relaxant kit ▪ Pre-shave products ▪ Finishing facial powder
▪ Hair loss treatment ▪ Post-shave products ▪ Blusher
▪ Heat protection spray ▪ Body moisturisers ▪ Bronzer
▪ Hand care ▪ Highlighter
▪ Sunscreen or dedicated sun ▪ BB or CC cream
protection products ▪ Primer
▪ Self-tanning products ▪ Pore minimiser
▪ Oil blotter

SYSTEM OVERVIEW
Detailed questions covering each step in the path to purchase
Desired
Purchase
Motivation product Price Location Frequency
influencers
features
What are Which of the When you last How much do Where do you How often do
themost factors listed purchased the you typically typically buy you typically
common below had an following spend on a the following buy the
reasons why impact product, typical item of product? following
you typically (positive or which of the each type, types of
purchase the negative) on product when items?
following your most features listed purchasing for
product? recent below yourself?
purchase of influenced
the following your choice, if
product? at all?
(including
detail on:
green and
functional
features,
product trade-
offs)

SYSTEM OVERVIEW
Questions exploring how consumers perceive 700+ beauty brands
What are some of

How would you Where do you
the main reasons
categorise each of typically buy each of
why you buy each of
the following your usual skin
the following skin
brands with regard care/hair care/
care/hair care/
to how “premium” colour cosmetics
colour cosmetics
they are? brands?
brands?

SYSTEM OVERVIEW
Who we surveyed and what we asked
The panel The questionnaire

Over 20,000 online panellists participate in the 500+ questions measure consumers’ attitudes and
Beauty Survey annually behaviour relating to:
Geographic coverage
Usage and grooming routines
20 emerging and developed markets
Dermocosmetic and professional

Sample size beauty services
1,000 respondents per market
Digital influences and beauty
tech usage
Age distribution
15-70+ years old*
Path to purchase
Gender distribution
In 2019, 70% of respondents in each country Brand preferences and perceptions
were female, and 30% male
Note: *Due to limitations in terms of internet penetration in certain emerging markets, the target age range does not extend all the way to 69 in four markets:
Indonesia, UAE, Turkey and Thailand.

SYSTEM OVERVIEW
Country coverage: 20 markets surveyed
Europe
France
North America Germany
Italy Asia Pacific
USA Australia
Poland
Russia China
Turkey India
UK Indonesia
Japan
South Korea
Thailand
Latin America MEA
Brazil UAE
Colombia South Africa
Mexico

SYSTEM OVERVIEW
New in 2020: expanded questions related to everyday hygiene
As COVID-19 impacts global consumer behaviour, Euromonitor added new topics to the 2020 Beauty
Survey exploring important aspects of everyday hygiene: hand washing and bathing

SYSTEM OVERVIEW
Range of research applications
Usage, Beauty Perceptions and Services Purchase Decision-making

▪ Captures product usage in detail (usage frequency, Examines product purchase frequency, typical price
format used, obstacles, changes in usage over) points and time spent deliberating. Also explores the
▪ Beauty and grooming routines, reported hair/skin “why” questions related to the purchase process:
type/concerns, hair style/texture/treatments, make- ▪Sought-after and avoided product features
up style and skin tone, men’s grooming and beard ▪Key traditional and digital media and other
care influencers
▪ Consumer perception of beauty, premium beauty, ▪Selection-related trade-offs consumers make
masculinity, traits associated with beauty hotspots
▪Impetus and barriers to purchase
▪ Medical consultation services and product usage
▪Product purchase location and purchase price
▪ Beauty subscription box and salon services
Brand Strength and Awareness Consumer Segments
Core data on consumers’ consideration of, and loyalty Data that enable the profiling of key consumer
to brands in the purchase decision-making process: segment’s usage and purchase decision-making for
▪ Trade-off preferences involving brands and purchase each product category. Sample segments include:
decision-making ▪ Premium buyers ▪ Digital beauty consumers
▪ Extent of brand loyalty ▪ Value buyers ▪ Green buyers
▪ Place of purchase for main brands ▪ Millennials ▪ Functional buyers
▪ Perceptions of each main brand used ▪ Baby boomers ▪ High potential product users
▪ Subjective placement of brands along the mass to
premium spectrum

Key Insights
▪ Introduction
System Overview
ABOUT OUR RESEARCH
Beauty Survey is one of Euromonitor’s annual consumer tracking surveys

ABOUT OUR RESEARCH
Information about Euromonitor’s syndicated survey methods
▪ The Beauty Survey is an add-on system for BPC ▪ To find respondents, Euromonitor partners with
clients. Survey data reside on the Beauty Survey trusted panel providers (in 2020, Cint) to recruit
dashboard through the BPC page. This survey is potential survey-takers. The panel providers direct
designed by Euromonitor’s dedicated Survey team eligible respondents to the Beauty Survey site, where
with input from the Beauty and Personal Care they are again screened for age and gender.
industry team. The survey collects in-depth data on ▪ Quotas are put in place so that the sample (the set of
consumers’ path to purchase for 40 beauty and online responses) matches each market’s general
personal care products, so far tested over 900+ population distribution in terms of age (15-69) and
brands. gender.
▪ The questionnaire is translated into local languages ▪ After screening and quality checks in real time and
and reviewed by Euromonitor’s local analysts after the survey, at least 1,000 responses in each
researching the beauty and personal care industry market were saved and processed for use in the
for accuracy, product definitions and dialect nuances. Beauty Survey system. Data are collected with a
The survey is then programmed by Euromonitor’s 70:30 gender split (70% women and 30% men).
Survey team and hosted on the Qualtrics platform. Weighting in the dashboards is being adjusted to
▪ The survey is then fielded online to consumers in reflect a 60/40 gender balance in “overall” results.
their local languages. The 2020 results were
collected in the month of June-July. The survey takes
~30 minutes to complete, on average.

ABOUT OUR RESEARCH
Beauty Survey: FAQs
▪ Which consumers do you survey? Internet-connected consumers who have opted-in to answer survey
questions through one of our partners. Currently, we survey consumers in 20 markets.
▪ Does Euromonitor have its own panel that clients can pose questions to? No, Euromonitor does not
maintain its own consumer panel. We leave this high-maintenance work to our partners, and focus on
leveraging the company’s topical expertise to create robust questionnaires and insightful analysis. Euromonitor
and our partners are GDPR-compliant.
▪ Who does surveys at Euromonitor? Euromonitor has a dedicated Survey team which designs our proprietary
questionnaires, programmes our surveys on the Qualtrics platform, manages data collection in partnership with
expert panel providers and cleans and prepares datasets for analysis and publication.
▪ Why do we conduct our surveys online? Isn’t this a biased method? This is common practice for almost all
syndicated products in this space. Online surveys are faster, more cost-effective and target those consumers in
which most of our clients have the highest interest. Our results do skew somewhat urban in emerging markets,
but that is where first-wave consumers of multinational products are to be found - exactly the population
whose preferences matter to most of our clients.
▪ How often will surveys be repeated? When can I see updated results? The Beauty Survey will be updated
annually. Data publication will occur in October.

FOR FURTHER INSIGHT PLEASE CONTACT
Lisa Holmes
Senior Survey Manager
lisa.holmes@euromonitor.com
Experience more...
This research from Euromonitor International is part of a global Learn More
strategic intelligence system that offers a complete picture of the To find out more about
commercial environment. Also available from Euromonitor Euromonitor International's
International: complete range of business
intelligence on industries,
countries and consumers please
Global Briefings visit www.euromonitor.com or
Timely, relevant insight published every month on the state of the market, contact your local Euromonitor
emerging trends and pressing industry issues. International office:
Interactive Statistical Database Bangalore +91 (80) 6774 0500
Complete market analysis at a level of detail beyond any other source. Cape Town +27 21 524 3000
Market sizes, market shares, distribution channels and forecasts. Chicago +1 312 922 1115
Dubai +971 4 372 4363
Strategy Briefings
Dusseldorf +49 211 890 0944
Executive debate on the global trends changing the consumer markets of
Hong Kong +852 3796 3604
the future.
London +44 (0) 20 7251 8024
Global Company Profiles Santiago +56 22 915 7200
The competitive positioning and strategic direction of leading companies São Paulo +55 11 2970 2150
including uniquely category-specific sales and share data. Seoul +82 2 6123 0209
Country Market Insight Reports Shanghai +86 21 6032 1088
The key drivers influencing the industry in each country; comprehensive Singapore +65 6429 0590
coverage of supply-side and demand trends and how they shape future Sydney +61 0 2 9581 9200
outlook. Tokyo +81 3 3436 2100
Vilnius +370 5 243 1577

Beauty Survey 2020: Key Insights: October 2020

Uploaded by

Copyright:

Available Formats

You might also like

Beauty Survey 2020: Key Insights: October 2020

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Beauty Survey 2020: Key Insights: October 2020

Uploaded by

Copyright:

Available Formats

BEAUTY SURVEY 2020: KEY INSIGHTS

Overview of Euromonitor’s Beauty Survey

Launched in 20 countries 1,000

Euromonitor’s Beauty Survey uncovers insights about today’s consumers

Euromonitor’s Beauty Survey was

Behavioural Insights on Consumers

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 4

Shopping for beauty and personal care products in 2020

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 6

Shopping for skin care products in 2020

21% of consumers are digital skin Facial mists, sprays, or waters

Top global skin concerns: Anti-ageing products

Acne-related issues (49%)

Sensitive skin (33%)

Untinted lip moisturisers

Share of product users who purchase through an online retailer

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 7

Shopping for hair care products in 2020

19% of consumers are digital hair In-home perm kit

Top global hair concerns: Hair conditioner or treatment

Ageing hair (57%)

Difficult to manage (41%)

Note: *Purchase hair care products through Hair shampoo (dry)

Share of product users who purchase through an online retailer

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 8

Shopping for colour cosmetics in 2020

2020 Colour Cosmetics Shoppers Colour Cosmetics Purchased Online, 2020

Global cosmetics use: Foundation

Minimalist (0-1 products per Eye make-up

week) - 67% Oil blotter

Moderate (2-6 products per Lip liner

Share of product users who purchase through an online retailer

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 9

Hand washing and sanitising habits in the age of COVID-19

Global Hand Washing and Sanitising Habits, 2020

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 11

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 12

Growing importance of hand care to heal frequently-washed skin

44% 40% 22%

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 13

Baths, manicures and deep conditioning lead self care in 2020

Weekly Bath, by Age, 2020 ▪ For many consumers in 2020, focus

70% such as salon visits, to “self care”

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 15

A different kind of face mask for self care at home in 2020

Share of regular face mask users

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 16

Unique features of Euromonitor’s Beauty Survey

▪ Global comparability of millions of data points

Beauty Survey Beauty and Personal Care

BB/CC Cream Retail Value Sales

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 18

Extensive coverage of beauty routines and purchases across 40 products

Hair Care Skin Care Colour Cosmetics

▪ Shampoo (standard format) ▪ Acne treatment ▪ Lipstick

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 19

Detailed questions covering each step in the path to purchase

© Euromonitor International BEAUTY SURVEY 2020: KEY INSIGHTS PASSPORT 20