Personal Grooming

Topics: Nielsen Media Research, Nielsen Company, Cosmetics Pages: 15 (1994 words) Published: October 29, 2014
Health, Beauty
& Personal
Grooming:
a global Nielsen
consumer report

March
2007

Contents
A global Nielsen consumer report on personal grooming, and
the use of health and beauty products and treatments
Twenty-somethings, Brazilians, Portuguese and Greeks the
most dedicated to style
Looking good? Is it for you, your partner, or to find a new one?

1–2
3
4–5

Metrosexuals – it’s OK to invest in looking good

5

A bad hair day is out of the question when it comes to looking good

6

If money were no object, the ultimate indulgence: body massages, new hairdos and shiny white teeth!

7

Skin lightening big business for China, Asia

8

Supermarkets are the most popular channel for health and beauty products, followed by chemist/pharmacies/drugstores

9

Price by far the biggest influence on choice, followed by product’s promise and brand

10

Mass market products just as good as premium, expensive alternatives

11

Abbreviated countries

12

About the survey

12

A global Nielsen consumer report on personal
grooming, and the use of health and beauty
products and treatments
In a society seemingly obsessed with beautiful people and
celebrity, where unrealistically thin models strut catwalks and airbrushed photographic images adorn billboards and
magazine covers, over two thirds of consumers the world over agree the pressure to look good is much greater that it was in our parents’ day. But that doesn’t mean consumers are
prepared to spend more to enhance their appearance, or go
out of their way to look stylish all the time, according to a recent Nielsen survey.
The Nielsen Company surveyed 25,408 internet users in 46
markets from Europe, Asia Pacific, North America and the
Middle East about their purchase of health and beauty
products, where they bought them, what influenced their
purchase, and whether mass market produced hair, skin and
cosmetic products were just as good as premium expensive
alternatives. Nielsen also asked consumers about their
personal grooming habits, whether they felt pressured to
look good, what and how often they invested in beauty
treatments, and what they would spend, and on what,
if money were no object.



Nearly four in five (79%) of the world’s internet consumers claim to purchase health and beauty products, led by 93
percent of the Spanish. At the other end of the scale,
however, three of the four Nordic countries topped the
rankings for those that claim not to buy any health and
beauty products, lead by 43 percent of Norwegians, 41
percent of Swedes and 40 percent of Danes.

The Nielsen survey found that globally, nearly three quarters of consumers agree the pressure to look good today is
greater than it was in our parents’ day, lead by over four in five Vietnamese (88%), French and Portuguese (85%). The
pressure was particularly felt by more than three quarters
of respondents in their late teens and early twenties.
And while the pressure is being universally felt, over two
thirds of respondents claimed not to spend much more than
they used to on beauty products and treatments, lead by four in five Finns, Canadians and Hungarians.

Teens and those in their 20s claimed to spend more than they used to on beauty products and treatments, while at the other end of the scale, the older you get, it seems, the less you spend. The Nielsen survey found that the older the respondent, the

less interested they were in spending on products and
treatments to enhance their appearance, or delay the
ageing process.

2

Twenty-somethings, Brazilians,
Portuguese and Greeks the most
dedicated to style
While three quarters of consumers felt under pressure to look good, less than half said they tried to look stylish at all times. Women were evenly split on the topic, while 58 percent of
those in the 21 – 24 age group were most likely to maintain their own standards of style. The older the respondent,...
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