Beauty Store Business

AUG 2015

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12 August 2015 | beautystorebusiness.com Beauty Culture Infographic courtesy of GfK, model image: gettyimages.com Majority of Men Plan Fragrance Purchases Ahead of Time Nearly 80% of men who make fragrance purchases plan to do so ahead of time, and two-thirds of them also know what brand they plan to purchase, according to the 2014 Men's Fragrance Track Report by The NPD Group. Men pay close attention to their fragrance usage, espe- cially when they need to restock their scent of choice—six in 10 men's purchases are for replenishment reasons. The need to replenish along with in-store influencers and price are the top motivators behind men's fine fra- grance purchases. While most men report their fragrance usage is the same as a year ago, some men did increase consumption. Reasons for doing so include finding a more preferable fragrance, a new grooming routine or the fact that their partners liked the fragrance. Almost all men report fragrance usage with eight out of 10 men using some type of scented product, and nearly all of fine-fragrance users using scented body products. The most-desired characteristic for scented body products is a subtle, light scent followed by a good value. More than 50% of male consumers purchase a large-size fine fragrance because it offers the best value. These incentives are also similar among men who use both scented products and a fine fragrance. Karen Grant, The NPD Group's vice president and global beauty industry analyst, notes that young men are most willing to experiment with different fragrances. ■ Do you have culturally relevant information that our readers ought to know? Send it to senior editor Manyesha Batist at mbatist@creativeage.com. 12% Completely Satisfied With Their Looks Across 22 countries surveyed, 55% of consumers age 15 and older say they are satisfied with their looks, which includes 12% who say they are completely satisfied. In contrast, 16% claim any dissatisfaction with how they look—including 3% who say they are not at all satisfied. The remaining 29% are neutral. These findings are according to consumer and market research firm GfK's recently released findings on how satisfied people internationally are with their personal looks. Highlights from GfK's research shows: • Latin American countries are happiest with their looks with Mexico, Brazil and Argentina in the Top 5 Combining populations that are fairly satisfied and completely satisfied, Mexico remains on top at 74% followed by: • Turkey, 71% • Brazilians and Ukrainians, both at 65% • Spanish, 64% • Germans and Argentinians, both at 62% Japanese participants were most critical of their own looks with 38% not too satisfied or not at all satisfied followed by: • British, 20% • Russians, South Koreans, Swedes and Australians, all at 19% GfK's research also found that teenagers are only slightly more critical about their looks than other age groups. Teen's self-critical attitudes toward their looks come almost wholly from those who are a little bit dissatisfied rather than entirely so. Overall: • 16% of 15- to 19-year-olds say they are not too satisfied with their looks • 12% to 13% of age groups between 20- and 59-years-old say they are not too satisfied with their looks • 3% to 4% is the average for all age groups containing those who say they are not at all satisfied with their looks • 9% of people age 60 and older are not too satisfied with their looks; and 3% are not at all satisfied with their looks Comparison of the male and female responses also sheds new light on the assumption that women are more critical of their looks than men. Both genders run equal in the percentage of those who are happy with their looks. These findings are key for businesses in the beauty, personal-grooming and fashion sectors in identifying how messaging can be refined to resonate more strongly with specific markets or target groups. For example, in countries such as Japan, the United Kingdom and Russia, significant numbers will respond to marketing based around "improve or change your look," while consumers in Mexico and Turkey are more likely to respond to offers around "refine and maintain your look."

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