アンチエイジングと美容に関する傾向と行動

Abstract

Image and beauty are important themes in modern society. Many women feel that they do not conform to society' s beauty blueprint. Around 20-30% of women have considered plastic surgery with take up rates low at roughly 3%. Almost three quarters (73%) of women responding to a Datamonitor survey cited body shape as a ' major concern' . Meanwhile, men are also taking more time over their appearance.

• Comprehensive European, Asian and US personal care market data by country and category.
• Quantitative data from Datamonitor' s proprietary consumer surveys highlighting the attitudes and behaviors of real-world consumers.
• Insights into how global consumers' changing attitudes and behaviors will affect the use of beauty products.
• Detailed action points offering practical strategies and examples of recently-launched innovative products.

Although populations are aging, older women believe that misconceptions about them still exist in society which is reflected in the media. These misconceptions result in women aged 50-64 being significantly less likely to agree with the statement "I like being the age I am".

There is an emerging trend of teaching good skincare habits to teenagers and young adults, building brand loyalty in the process. Changing attitudes have opened up the market for men' s beauty and anti-aging products. Products developed for specific anti-aging functions will also benefit from consumers' desires for targeted products.

Although physical appearance has become more important, around 60% of all Americans still feel that inner beauty is more important than physical appearance. A study by a leading brand asked women to rate the importance of different attributes in making a woman beautiful found physical appearance ranked as a factor of low importance.

• Understand the shifting assumptions of global consumers and producers with regard to beauty products and their marketing claims.
• Discover the implications of an aging society and how this market feels currently about beauty and beauty products.
• Explore in-depth analysis of new products launched globally and action points that highlight existing best practice and new innovations.

• Overview
  • Catalyst
  • Summary
• Executive Summary
  • Changing attitudes towards beauty are becoming apparent
  • As attitudes towards beauty have changed, the willingness to increase spend on beauty products and anti-aging products in particular has increased.
  • The number of consumers willing to have, considering and undergoing cosmetic surgery demonstrates the extremes that people will go to in order to change their appearance and improve their perceived beauty
  • Culture has not yet caught up with an aging population
  • Time spent on personal appearance takes on added importance with age
  • Body shape tops people' s beauty concerns
  • Consumers are embracing the notion of appreciating their natural beauty
  • One of the most important ideals that people have is to retain (to as great an extent as possible) the looks they had when they were at their physical peak
  • Niche marketing will develop further in beauty markets as brands target their audiences ever more finely
• Table of Contents
• Table of figures
• Table of tables
• THE FUTURE DECODED
  • TREND: Changing attitudes towards beauty are becoming apparent
    • Society increasingly mandates and rewards beauty
    • Beauty has become more defined by physical appearance
    • Men are becoming more interested in their physical appearance
    • Take-outs and implications
  • TREND: Concerns about physical appearance have been translated into increasing demand for beauty products in general and certain key product categories in particular
  • Lack of trust represents a brake on future growth of beauty products
  • Older consumers are more likely than average to rely on word of mouth
  • Take-outs and implications
• TREND: The rise of cosmetic surgery reflects how consumers are willing to go to more extreme lengths to manage their beauty concerns
  • Take-outs and implications
• INSIGHT: Culture has not yet caught up with an aging population
  • Take-outs and implications
• INSIGHT: Time spent on personal appearance takes on added importance with age
  • Wellness concerns in general intensify with age
  • Time spent on personal care is to counter the visible signs of aging
  • Key physiological changes occur around the senior lifestage
  • Consumer self-perceptions of beauty are low regardless of age
  • Older women in particular are dissatisfied with their personal appearance
  • Take-outs and implications
• INSIGHT: Attitudes towards the elements of women' s physical attractiveness
  • Attitudes towards various personal care concerns vary by age group
  • Concern and action about various beauty issues is highest for body shape, skin dryness, sweating and sensitive skin
  • Identifying opportunities where action is lacking
  • Take-outs and implications
• ACTION POINTS
  • ACTION: Help consumers to appreciate their natural beauty
    • Portray diverse physical attractiveness in marketing communications
    • Develop regional and national understanding of beauty perceptions and ideals
    • Take-outs and implications
  • ACTION: Help consumers to approach their ideal
    • Help consumers get comfortable with aging
    • Introduce anti-aging formulas outside of skincare
    • Help consumers address body weight and shape concerns
    • Borrow from the wider beauty industry
    • Take-outs and implications
  • ACTION: Target beauty products more finely according to age and need state
    • Segment the beauty market by target age group
    • Teach skincare to teenagers
    • Tap into the young adult market
    • Target mid-lifers: the largest segment of personal care spending
    • Develop cosmetics and toiletries specifically for mature consumers
    • Developing lines that are customizable for different age groups
    • Develop anti-aging products for men
    • Develop products with specific functions
    • Take-outs and implications
• APPENDIX
  • Additional data
  • Methodology
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer

• Table 1: The ways in which society mandates and values beauty and physical attractiveness, 2004
• Table 2: Importance of different physical attributes in making a woman beautiful, 2004
• Table 3: Personal care attitudes and consumption behaviors among men and women
• Table 4: Sales value per capita of selected beauty products by country, 2001-2011
• Table 5: Sales value per capita of selected beauty products by country, 2001-2011
• Table 6: Beliefs about the trustworthiness of claims by personal care manufacturers
• Table 7: Proportion of women who have considered cosmetic surgery by country, 2004
• Table 8: Top five surgical cosmetic surgery procedures, latest available data
• Table 9: Age split of surgical cosmetic surgery procedures by country, 2004
• Table 10: Cosmetic surgery procedures in the US by age group, 2006
• Table 11: Gender split of surgical cosmetic surgery procedures by country, 2004
• Table 12: Proportion of women who believe that misconceptions exist about women over 50, 2006
• Table 13: Proportion of women who believe that misconceptions exist about women over 50, 2006
• Table 14: Proportion of women concerned about different body issues by age, Europe and the US, 2006
• Table 15: Proportion of women concerned about different body issues by age, Europe and the US, 2006
• Table 16: Proportion of women actively doing something about different body/beauty issues, Europe and the US, 2006
• Table 17: Proportion of women concerned about different body/beauty issues and actively doing something about them by age, Europe and the US, 2006
• Table 18: Proportion of women concerned about different body issues but not actively doing something about them by age, Europe and the US, 2006
• Table 19: Women' s views on the media, advertising and beauty
• Table 20: Aspects of physical appearance that women would most like to change, 2004
• Table 21: Anti-aging skincare sales value by country, 2001-2011
• Table 22: Anti-aging skincare sales value per capita by country, 2001-2011
• Table 23: Cosmetic toothpaste sales value by country, 2001-2011
• Table 24: Cosmetic toothpaste sales value per capita by country, 2001-2011
• Table 25: Intensive conditioner sales value by country, 2001-2011
• Table 26: Intensive conditioner sales value per capita by country, 2001-2011

• Figure 1: It is important to recognize men as complex, diverse individuals with varying needs and attitudes towards grooming
• Figure 2: Older consumers, distrusting of conventional media, are more likely than their younger counterparts to rely on word of mouth recommendations
• Figure 3: Younger cohorts aged 18-34 have the most positive sentiment towards their age
• Figure 4: Older consumers were most likely to have taken active steps to improve their health in 2003-04, highlighting how old age can act as a trigger point towards making new lifestyle choices
• Figure 5: 50-64 year olds place the most importance on spending time on personal appearance
• Figure 6: Proportion of women concerned about different body issues by age, Europe and the US, 2006
• Figure 7: Concern and action about various beauty issues is highest for body shape, skin dryness, sweating and sensitive skin
• Figure 8: As consumers age they place more importance on advertising featuring characters of their own age
• Figure 9: Dove' s Campaign for Real Beauty
• Figure 10: The shift from western glamour to Japanese beauty in Shiseido' s Tsubaki advertising
• Figure 11: Products that promise to take the years off, 2007
• Figure 12: Anti-aging products beyond skincare, 2007
• Figure 13: Inneov anti-cellulite supplement drink is an example of a product line addressing the most important beauty issue for consumers - body shape
• Figure 14: Products are borrowing from the wider beauty industry
• Figure 15: Best practice in Asia-Pacific innovation: beauty masks, 2007
• Figure 16: Selected new products for teen skincare
• Figure 17: Selected new products for young adults beginning skincare regimes, 2007
• Figure 18: Orlane' s Creme Royale for mid-lifers, launched in 2007
• Figure 19: Dove Pro-Age reflects a leading example of toiletries specifically for mature consumers
• Figure 20: Older consumers, especially those aged 65 and over, attach more importance than younger consumers to customized solutions tailored to specific needs
• Figure 21: Clarins myBlend day and night cream products, 2007
• Figure 22: Example images produced by SIAscope and Rodan + Fields cameras
• Figure 23: There are more opportunities for developing new anti-aging products for men
• Figure 24: Examples of new anti-aging product ranges for men, 2007
• Figure 25: Skincare cosmeceuticals aimed at specific body parts will become more important to 2010