Beauty and Grooming Occasions – Consumer Survey Insights

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GlobalData’s 2021 Q4 global consumer survey has found that the home is the most popular location for all beauty & grooming treatments to be conducted. This has likely been fuelled by lockdowns that have increased time spent at home, coupled with concerns about COVID-19. The spa/salon was the second most popular location for most beauty & grooming treatments at a global level.

The beauty and grooming occasions consumer survey insights report analyzes the preferred locations of hair care, makeup, skincare, nails, personal hygiene, and hair removal treatments. The locations the report focuses on are the home, the spa, the gym, the workplace, and while traveling. Moreover, the report provides key insights into the preferred locations of beauty and grooming regimes, and how differences between genders, generations, ages, and regions, along with COVID-19, may have impacted these preferences.

What are the key treatments in the beauty and grooming market?

The key treatments available in the beauty and grooming market are haircare, makeup, skincare, nails, personal hygiene, and hair removal.

Haircare

The home is undoubtedly the most popular location for haircare treatments across all regions and generations. This is due to the convenience of spending time on hair in the home compared with commuting to and spending time in a salon, as well as the price of hair treatments at a salon.

Makeup

The home was the most common location for consumers globally to conduct their makeup regimes. Also, a rise in online makeup tutorial videos in recent years has encouraged consumers for applying makeup on themselves from the comfort of their homes.

Skincare

Skincare treatments are being practiced in the home across all generations. Concerns about COVID-19 may have driven many consumers to retreat to the home for these practices. While many spas/salons may be suffering from this, many brands now distribute a variety of skin care treatments such as sheet face masks that can be used with ease at home, providing convenience for consumers.

Nails

Over half of Boomers favored the home for nail treatments. This may be due to consumers not feeling comfortable enough to return to the salons with such close contact with others, or not prioritizing this treatment enough to spend money on in spas/salons. Additionally, many companies distribute nail kits to enable consumers to get salon-like results while at home.

Personal Hygiene

Consumers across all generations mainly partake in personal hygiene routines at home. The personal hygiene category covers many practices that are practiced daily. Therefore, the home would be the most convenient place for these to take place. However, a small portion of consumers claim to carry out hygiene routines outside of the home such as while traveling/commuting, or at the gym, creating an opportunity for on-the-go formats to align with these occasions.

Hair Removal

Hair removal is slightly less popular within the home across all regions compared to practices like personal hygiene. More consumers also claim to go to the spa/salon for these treatments, beaten only by haircare treatments. This could be because it is easier for someone to perform these treatments on an individual as compared to attempting it yourself.

Beauty & grooming market, by treatment

Beauty & grooming market, by treatment

For more treatment insights, download a free report sample

What is the region-wise outlook of the beauty & grooming market?

The beauty & grooming market report offers consumer survey insights across several regions including North America, Europe, Central & South America, Asia & Australasia, and Middle East & Africa.

Beauty & grooming market, by region

Beauty & grooming market, by region

For more regional insights, download a free report sample

What are the major factors influencing the beauty & grooming market?

The home has continued to be the hub for all beauty and grooming occasions, further fueled by the COVID-19 pandemic as more consumers are staying within the home and utilizing home-grooming products. Companies should focus on creating products that provide a similar result to those in spa’s/salons as this will allow consumers to continue their favored regimes in the safety of their homes. This also may be more convenient for many and less time-consuming.

Additionally, brands should target younger consumers with their products and marketing as older generations do not use beauty products such as makeup as much as the younger generations.

Which are the major brands that are offering salon-quality products to attract consumers?

The major brands that are offering salon-quality products for an elevated at-home experience are Body Natur, Suave, and Nails Inc.

Market report scope

Key treatments Haircare, Makeup, Skincare, Nails, Personal Hygiene, and Hair Removal
Key regions North America, Europe, Central & South America, Asia & Australasia, and Middle East & Africa.
Major brands Body Natur, Suave, and Nails Inc.

Scope

  • The home is the most popular location for all beauty regimes.
  • Younger consumers are more likely to engage in a wide range of beauty occasions.
  • Home grooming kits are extremely popular and will continue to be so.

Reasons to Buy

  • Identify how patterns differ across countries and regions.
  • Identifying differences according to gender and age group.
  • Identifying how consumers can engage in beauty practices in the home.

Body Natur
Suave
Nails Inc.

Table of Contents

Table of Contents

1. Consumer Survey Insights: Beauty & Grooming Occasions

Introduction

Beauty & Grooming Occasions

Take outs

2. Appendix

Frequently asked questions

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