6 June 2007
To maintain or enhance their looks, two thirds of the world’s consumers focus on taking care of their hair - in conjunction with a daily skin care regime and regular facial treatment – and if money were no object, they would continue to care for their hair, but would spend more on body massages and teeth-whitening, according to a study released by The Nielsen Company.
In a Global Consumer Report on Personal Grooming, Nielsen surveyed 25,408 internet users in 46 markets from Europe, Asia Pacific, North America and the Middle East about their attitudes to personal grooming, what and how often they invested in beauty products and treatments, and what they would spend, and on what, if money was no object.
“According to the world’s consumers, having a bad hair day is simply not an option when it comes to looking one’s best. Sixty-four percent of consumers invest in daily, weekly or monthly hair care, compared to just over half (53%) of those who follow a similar skin care regime,” said Ms Vicky Santos, Executive Director, ACNielsen Singapore.
In Singapore, over half are currently ‘investing’ on skin care and hair care. Facial treatment is the third most popular personal grooming option that Singaporeans do monthly or more regularly to maintain or enhance their appearance.
“The pressure is on for people to look good these days, and in Singapore 82 percent of respondents admitted that the pressure to look ‘good’ is much greater than it was in their parents’ generation,” Ms Santos added.
People in Asia Pacific -- China, Vietnam, Thailand and the Philippines in particular -- make a greater effort to enhance their appearance monthly or more frequently through hair care (66%), skin care (57%), facial treatment (40%) and a host of other applications such as body massages, skin whitening and teeth whitening, compared to their counterparts in North America, Europe and Latin America.
When broken down by gender, however, nearly three quarters of women considered a regular skin care regime to be as important as regular hair care when it comes to looking well-groomed. Here in Singapore, women are more into skin care regime with 73 percent claiming to invest on it every month or more often in order to look good; followed by hair care (58%) exfoliation / scrubs (51%) and facial treatment (50%). Singaporean men place more emphasis on hair care (44%), followed by skin care (37%) and body massages (31%).
When Money Is No Object…
When it came to what types of personal grooming consumers would spend more on if money were not object, body massages ranked foremost as the ultimate indulgence (54%), particularly for South Africans (76%), Austrians (73%), Czechs (71%), Hungarians (71%) and Chileans (71%).
In Singapore, in line with the global findings, two-thirds covet a body massage the most (65%), followed closely by facial treatment (63%) and hair care (59%). Globally, Singaporeans ranked third in wanting to spend more on facial treatment if money were no object (65%), after Thailand (80%) and Korea (66%). Skin care regime and teeth whitening are the next personal grooming activities Singaporeans look forward to; in fact, more than half (52%) said they would like to invest on skincare and teeth whitening if money were no object.
Teeth whitening was particularly popular – if money were no object – for around two-thirds of Chileans, South Africans and South Koreans….and more than half the teens and those in their 20s.
Skin whitening is on this wish list of respondents in Korea (52%), Taiwan (51%), Philippines (28%), China (26%), and Singapore (13%) if money were no object.
“Consumers around the world are becoming more sophisticated, which is reflected in their attitude to personal grooming, making personal care an increasingly competitive sector for manufacturers,” added Ms Santos. “In particular, hair and skin care is considered very important for all, generating huge market potential for manufacturers. According to Nielsen Media, manufacturers of hair care and skin care products spent more than US$6billion on advertising in Asia Pacific in 2005-6, representing a 12 to 15 percent increase year on year.”
Click here for the full report.
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