‘Looking Good’ trend led by Metrosexuals

Posted: November 22, 2007 in ritel

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‘Looking Good’ trend led by Metrosexuals  The world’s embrace of metrosexual males has raised pressure on everyone to look good. If the likes of George Clooney, Bono and Brad Pitt have the masculinity and confidence to groom, moisturize and more, so can the Average Joe, Jacques or Jose. Regardless of continent, culture, age or gender, looking good is a heightened societal expectation, believe the vast majority of 26,486 consumers surveyed online by Nielsen Customized Research on their attitudes towards and buying habits of health and beauty. Women have long felt this pressure, but men no longer get a free pass by saying they have little interest, time or resources to make the effort, expressed consumers from 46 markets extending across the Americas, Europe, Asia and the Middle East. Eight out of 10 agreed (78% globally/84% in U.S.) that it’s okay for men to invest in their appearance. Indeed, “these days, the pressure to look good is much greater than it was in our parents’ generation,” agreed 72 percent of the global survey respondents. Corroboration ranged from 66 percent in the United States to 69% in Canada, 72 percent in the Asia-Pacific region, 75 percent in Europe and 81 percent in Latin America. Behind these feelings is a momentum-building context, which the study doesn’t specifically address: People are fed up with obesity and now celebrate weight loss; they’re in tune with wellness and pro-environment themes; and they’re focused on fashion. Though few males will ever approach the Clooney appearance standard, the look-good trend bodes well for makers of many personal care and beauty products. Globally, 30 percent of consumers said they “spend more than they used to” on beauty products and treatments; in the U.S., 23 percent said the same. The most personal grooming dollars in the U.S. go to hair care (81%), skin care (61%) and facial treatments (47%). Less popular are hair removal (21%), tanning (23%) and eyebrow/eyelash tinting and shaping (29%), the study showed. If money were no object, respondents told Nielsen, they’d spend the most on body massages, teeth whitening, hair care, facial treatments and manicures/pedicures.  “Pressure to look good is felt worldwide,” said Shuchi Sethi, vice president, consumer products, Nielsen Customized Research. “That doesn’t necessarily mean consumers are compelled to spend more on beauty products and treatments. It seems the older you get, the less you spend, as teens and consumers in their 20s spend more in this category.” Relationships can affect spending even more than age, suggested study findings: 62 percent of Americans spend on beauty to look good for their current partner, while 34 percent spend to help attract a partner. “More important…is that many U.S. consumers…invest in beauty products simply because it makes them feel good (64%),” added Sethi. Latin-Americans (84%) lead the world in this beauty motivation, followed by consumers in Asia-Pacific (62%), North America (62%) and Europe (60%). Upscale brands don’t always sway purchase decisions. Eight out of 10 (80%) U.S. consumers agreed very much/somewhat that mass-market hair, skin and cosmetics products are just as good. Price (63%) and brand (47%) are the two leading purchase factors in the U.S., where consumers buy these items primarily in supermarkets (53%), followed by department stores (47%), drug stores (40%) and other out  Danang Widiasurya Retailer Service ExecutiveTCS Indonesiahttp://www.nielsen.com    


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