A new consumer study by Cosmetics Europe, the European trade association for the cosmetics and personal care industry, reveals a shift in the role of cosmetics in people’s everyday lives: whilst taking care of one’s appearance remains important, health, self-confidence and well-being are increasingly coming to the fore, according to the findings of the opinion poll entitled ‘Beauty & Beyond’. Cosmetics and personal care products are increasingly part of a health-oriented lifestyle. Many products are used deliberately to stay healthy as people age. For the study, the market research institute Ifop surveyed 6,001 consumers in ten European countries, including Germany.

More self-confident with good skincare

According to the results, 88 per cent of Europeans state that their daily personal care routines have a positive effect on their well-being. 71 per cent say that these routines help them to feel focused, prepared and productive in their everyday lives. On average, people in Europe use more than eight cosmetic products a day and more than 14 products a week. For Western Europe, the figures are even slightly higher, with an average of more than nine products a day. A good 90 per cent of those surveyed also stated that they have a fixed skincare routine. For two-thirds of those surveyed, their skincare routine boosts their self-confidence at work and in social settings. Three-quarters say they are more productive when they feel comfortable and self-assured.

Personal care as a form of preventive healthcare

According to the survey, different product categories are associated with preventive healthcare to varying degrees. For example, 95 per cent see oral care as an important contribution to preventing tooth decay and maintaining oral health. 90 per cent associate skincare with long-term protection of the skin, and 69 per cent now use sun cream to protect against long-term skin damage and health risks. Three out of four respondents said that a fragrance is not just there to smell good, but also to make them feel better and express their personality. Almost as many use make-up to feel more confident. “Cosmetic products are now part of a healthy lifestyle,” said Anika Burkard, Head of Beauty Care at the German Cosmetic, Toiletry, Perfumery and Detergent Association (IKW).

Source: IKW