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06 June 2007
Jakarta
To maintain or enhance their looks, two thirds of the world’s consumers focus on taking care of their hair - in conjunction with a daily skincare regime and regular facial treatment – and if money were no object, they would continue to care for their hair, but would spend more on body massages and teeth-whitening, according to a study just released by The Nielsen Company.
In a recently released Global Consumer Report on Personal Grooming Nielsen surveyed 25,408 internet users in 46 markets from Europe, Asia Pacific, North America and the Middle East about their attitudes to personal grooming, what and how often they invested in beauty products and treatments, and what they would spend, and on what, if money were no object.
“According to the world’s consumers, having a bad hair day is simply not an option when it comes to looking ones best. Sixty-four percent of consumers invest in daily, weekly or monthly hair care, compared to just over half (53%) of those who follow a similar skincare regime,” said Bienvenido Niles, President, The Nielsen Company, Asia Pacific.
“When broken down by gender, however, nearly three quarters of women considered a regular skin care regime to be as important as regular hair care when it comes to looking well-groomed.”
People in Asia Pacific, China, Vietnam, Thailand and the Philippines in particular, make an effort to enhance their appearance daily, weekly or monthly through Hair Care (66%), Skin Care (57%), Facial Treatment (40%) and a host of other applications such as Body Massages, Skin Whitening and Teeth Whitening, compare to their counterparts in the North America, Europe and Latin America.
“Consumers around the world are becoming more sophisticated, which is reflected in their attitude to personal grooming, making personal care an increasingly competitive sector for manufacturers,” added Mr Niles. “In particular, Hair and Skin Care is considered very important for all, generating huge market potential for manufacturers. According to Nielsen Media, manufacturers of hair care and skin care products spent more than US$6billion on advertising in Asia Pacific in 2005-6, representing a 12 to 15 percent increase year on year.”
When Money Is No Object…
When it came to what consumers would spend more on if money were not object, the sexes were in agreement that body massages would be the ultimate indulgence for over half (54%), and particularly for over three quarters (76%) of South Africans, 73 percent of Austrians, 71 percent of Czechs, Hungarians and Chileans…and 60 percent of women and 30-somethings.
Beyond body massages, women were more likely to opt for a facial treatment (57%) and more hair care (55%). Men, on the other hand, opted for teeth whitening as their second most aspired-to indulgence (46%), ahead of hair care (40%).
While not a beauty treatment many people claimed to indulge in regularly except in China, where 38 percent claimed to do it daily, teeth whitening was particularly popular – if money were no object – for around two thirds of Chileans, South Africans and South Koreans….and more than half the teens and those in their 20s.
Hair care is the third most aspired-to personal care regime for the world’s consumers, especially the Thais (70s), Brazilians (67%) and people in the UAE (65%) if money were no object.
In Asia Pacific, around half of respondents would spend more on Skin Care, Facial Treatments, Body Massages, Teeth Whitening and Hair Care if money were no object.
“Skin whitening is a particularly popular beauty treatment in Asia, where traditionally, darker skins have been associated with people who work outdoors, and lighter skins are considered more sophisticated and urbane,” Mr Niles added.
Across Asia, China, home to the region’s the most populated nation, has 30 percent of people who claimed to use skin whitening products either daily or weekly, followed by 20 percent of people in Taiwan, and 18 percent of Japanese and Hong Kongers. However, if money were no object, 52 percent of Koreans would lighten their skin, followed by a third in Taiwan, 28 percent in the Philippines, a further 26 percent in China and 23 percent in Hong Kong.
“At the other end of the scale, three quarters of consumers never bother with tanning (spray, lotion or sunbed), and approximately two thirds don’t currently bother with eyebrow or eyelash tinting, exfoliation/scrubs, teeth whitening or body massages – all of which presents a challenge and an opportunity to the manufacturers and retailers of beauty products as they fine-tune their marketing and ranging efforts in different cultures and regions,” Mr Niles advised.
For the full report, please click here.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. .
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