Table of Contents
Executive Summary
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- The market
- Rise in seniors poses challenges for the category
- Environmental concerns could impact routines
- DIY routines could enhance the beauty experience
- The consumer
- Hygiene essentials are prioritised daily
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- Figure 1: Frequency of beauty and grooming routines, February 2019
- Morning routines are speedy
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- Figure 2: Time spent on morning beauty and grooming routines, by gender, February 2019
- Speed remains important in evening routines
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- Figure 3: Time spent on evening beauty and grooming routines, by gender, February 2019
- Time spent on routines remains largely unchanged
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- Figure 4: Changes in time spent on beauty and grooming routines compared with 12 months ago, February 2019
- Enjoyment in beauty is high
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- Figure 5: Reasons for spending longer on daily beauty and grooming routines in the last 12 months, by gender, February 2019
- Time is of the essence
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- Figure 6: Reasons for spending less time on daily beauty and grooming routines in the last 12 months, February 2019
- Consumers are seeking holistic solutions
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- Figure 7: Important factors for a beauty/grooming routine, by gender, February 2019
- What we think
Issues and Insights
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- Need for speed remains high
- The facts
- The implications
- Health and environmental concerns could impact routines
- The facts
- The implications
The Market – What You Need to Know
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- Seniors need easier routines
- Flexible working schedules pose challenges
- Seasonal beauty is relevant
- Environmental concerns could see habits change
- Retail environments could drive experimentation
Market Drivers
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- Routines should be easier for seniors
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- Figure 8: Trends in the age structure of the UK population, 2013-23
- Figure 9: Grace beauty ring grip, March 2019
- Rise in flexible working poses challenges
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- Figure 10: Employment and unemployment, by gender, 2013-23
- Seasonal beauty remains relevant
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- Figure 11: Beauty and grooming habits, June 2018 and December 2018
- Water; a dwindling resource
- Environmental concerns could impact behaviours
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- Figure 12: Environmental behaviours around soap, bath and shower products, December 2018
- Room for DIY
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- Figure 13: Interest in beauty and grooming self-personalisation practices, April 2018
- Innovative retail environments could boost repertoires
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- Figure 14: Boots new beauty proposition, March 2019
- Figure 15: Sainsbury’s new beauty layouts, October 2018
The Consumer – What You Need to Know
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- Men remain less engaged in daily routines
- Skincare is important to older women
- Time-consuming tasks have a lower frequency
- Morning and evening routines are speedy
- Young men are spending longer on their routines
- Routines need to be easy
- Consumers are seeking holistic solutions
Beauty and Grooming Routines
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- Men prioritise fragrance over skincare
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- Figure 16: Beauty and grooming routines done more than once a day and once a day, by gender, February 2019
- Skincare becomes more important in women with age
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- Figure 17: Real techniques Prep & Prime Kit, 2019
- Hair washing is a weekly task
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- Figure 18: Weekly beauty/grooming routines, by gender, February 2019
- Hair removal is time-consuming
- Countering ‘old man smell’
Duration of Beauty and Grooming Routines
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- Morning routines are busy
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- Figure 19: Time spent on morning beauty and grooming routines, by gender, February 2019
- Figure 20: Saborino range in a Japanese drugstore, July 2018
- Makeup application is speedy
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- Figure 21: Time spent on morning beauty and grooming routines, by women who apply makeup daily, February 2019
- Figure 22: Beauténotions immaculash 360, March 2019
- Evening routines are even quicker
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- Figure 23: Time spent on evening beauty and grooming routines, by gender, February 2019
- Older adults are forgoing evening routines
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- Figure 24: No time spent on evening routines, by age, February 2019
Changes in Time Spent on Routines
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- Consumers feel the financial squeeze
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- Figure 25: Changes in time spent on beauty and grooming routines compared with 12 months ago, February 2019
- Young men are spending longer on their routines
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- Figure 26: Spending longer on beauty and grooming routines in the last 12 months, by age and gender, February 2019
- Repertoires are rising
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- Figure 27: Reasons for spending longer on beauty and grooming routines in the last 12 months, by gender, February 2019
- Routines are enjoyable
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- Figure 28: Häagen-dazs/Innisfree collaboration, 2018
- Routines impacted by changing needs
- Time is of the essence
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- Figure 29: Reasons for spending less time on beauty and grooming routines in the last 12 months, February 2019
Important Factors for Beauty and Grooming Routines
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- Ease is essential
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- Figure 30: Important factors for a beauty/grooming routine, by gender, February 2019
- Routines should be ‘clean’
- Environmental concerns could impact routines
- Driving holistic solutions
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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