Globally over 50% of the respondents attributed “beauty” to “looking healthy” and “hygiene and cleanliness.” Meanwhile, intangibles such as “being comfortable in one’s own skin” and “inner confidence” were also leading definitions for “beauty.” Respondents linked stereotypical associations such as glamour and status with the definition of beauty, although perceptions vary widely based on geography and demographics.
In addition to the association with looking healthy, some respondents are looking further as they prefer beauty products with scientific medicated formulations and therapeutic benefits for skin or hair concerns as the first line of treatment. Furthermore, proven efficacy of formulations become a crucial product feature for beauty and personal care shoppers, and dermocosmetics recommended by medical professionals have a promising future. 18% of global consumers reported that they seek dermatologist-tested skin care products, while 9% seek medicinal ingredients.
Euromonitor noted 10 trends among respondents when it came to their definitions of Beauty:
Looking healthy; hygiene/cleanliness; being comfortable in your own skin; inner confidence; looking presentable; looking your best; embracing yourself; keeping a youthful appearance; simplicity; honesty.
You can download the 2018 Beauty Survey here.