More and more people in Germany are feeling increasing irritability in their everyday environment – in traffic, at the supermarket checkout, within the family. According to the study "Make up your mind – How cosmetics provide inner stability" by the Industry Association for Body Care and Detergents (IKW), 60 per cent of those surveyed perceive their fellow human beings as more tense. Women and the 36 to 45 age group, who are exposed to the double burden of family and career, are particularly affected. They long for separation and retreat from the outside world, for example through cycling and walking, spending time with friends or family, and self-care.

Rituals against stress and overload

For many respondents, cosmetic care rituals and cosmetic products are among the most important strategies for escaping constant stress and maintaining mental health. One third of all respondents – as many as 39 per cent of women – consciously use personal care to strengthen their mental well-being. 87 per cent confirm that care rituals improve their mental balance and help them find themselves. Showering ranks first, followed by applying fragrance and moisturising. Women are significantly more likely to cite facial care as essential, while men focus primarily on shaving.

Care products for skin and soul

The study shows that rituals are closely linked to favourite products. They do much more than just care for the skin. More important are the specific feeling on the skin, the fragrance, the effectiveness, the texture and the consistency, which support mental balance. More than half of those surveyed would perceive a reduction in the variety of cosmetics available as a loss of personality. This makes personal care an everyday anchor for coping with stress and finding inner stability. The study is based on 36 in-depth interviews and a representative online survey of 1,000 people.