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    Beauty Care in the Age of Corona

    5/18/20 | 9:00 AM time

    IKW survey highlights the current German body care behaviour

    A survey conducted by The German Cosmetic, Toiletry, Perfumery and Detergent Association (IKW) shows how the Covid-19 pandemic has changed the personal grooming habits of Germans. The result: Many Germans still value beauty care in the age of Corona.

    41 per cent of respondents say that they have not changed their personal grooming routine because of the pandemic. In fact, they are actually spending a little more time in the bathroom due to the frequent washing of hands. Six per cent say they spend more time each day with styling a new hairstyle, testing new make-up or applying new beard treatments than usual. Only four per cent of those surveyed seem to be less concerned about personal grooming at the moment - they say they spend less time in the bathroom than usual.

    The Young and Old

    The IKW reports that older individuals have changed their personal grooming habits less than younger people. 44 per cent of 50- to 69-year-olds take as much time as before when showering, washing their hair and brushing their teeth. Among 14- to 22-year-olds, 32 per cent continue to do as before. Twelve per cent of younger respondents say they spend less time in the bathroom.

    Men and Women

    According to the IKW survey, women need on average 48 minutes for their beauty care routine, while men finish after just 39 minutes. Most of the time is taken up by younger women between 14 and 22 years of age: They spend 60 minutes every day showering, washing, moisturising and styling, claims IKW.

    Source: IKW, photo: Adobe Stock / Rido

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