04 - 05 June 2025 in Munich CosmeticBusiness



25/05/2022 CosmeticBusiness

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IKW Study: Cosmetics Are Important Accessories in People’s Everyday Lives

According to the study titled “Kosmetik und Wir (Cosmetics and Us)”, our physical and psychological well-being are also influenced by cosmetics. The study was conducted by the Rheingold Salon market research institute on behalf of its beauty care competence partner, the German Cosmetic, Toiletry, Perfumery and Detergent Association (Industrieverband Körperpflege- und Waschmittel; IKW). According to the IKW, the researchers pinpointed six reasons why consumers use cosmetics. People perceive cosmetic products as being nurturing, rejuvenating, socially relevant, individualising, expressing values and creating structure in their everyday lives.

Deodorant, Showers and Brushing Teeth Are All Essentials

Deodorant, for example, is considered one of the most important cosmetic products. The study found that almost two-thirds of respondents view using deodorant as an expression of being a "civilised person". What is more, 72 per cent feel that they need deodorant to be socially acceptable and to feel relaxed and carefree throughout the day. Shower gel is regarded as equally essential by 56 per cent of the women and men surveyed.

Only toothpaste was considered more important than deodorant and shower gel. The study found that 91 per cent of the women and men surveyed use toothpaste every day to remove harmful plaque, but also to free themselves of emotional burdens that have accumulated throughout the day or night. Some 88 per cent say that brushing their teeth helps them to feel fresh and ready for what lies ahead, and that it gives a sense of structure to their daily lives.

Cosmetics Emphasise Individuality and Identity

The IKW says that facial care, body lotion, shaving and beard grooming products are also considered important for several reasons. For example, men can stand out from others with a well-groomed beard or a clean-shaven appearance. As for body lotion, 67 per cent of survey participants said that it acts as a barrier to protect them from daytime and nighttime conditions. The same applies to facial care, which is also perceived as having a rejuvenating effect. There are various reasons why people use decorative cosmetics, nail polish and perfumes. For example, the study found that 66 per cent of respondents use perfume to show their individuality and identity, and a similar number wear their favourite fragrance to emphasise their femininity or masculinity.

The IKW says that a diverse range of cosmetic products are viewed as essential for emphasising individuality and identity, or expressing group affiliations and status. Many participants in the study say they find it hard to imagine having to choose a single product or even just a few.

Source: IKW

© IKW / Prostock-studio
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