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Aussies won't pay to look good WHILE over two thirds of Australians (69 per cent) say the pressure to look good is much greater now than for previous generations, this pressure isn't translating into action.The majority (70 per cent) say their health and beauty spend is not increasing and only one third (33 per cent) try to look stylish at all times, according to ACNielsen, a unit of The Nielsen Company, the world's leading marketing and media information company. In a recently released Global Consumer Report on personal grooming, ACNielsen surveyed 25,408 internet users in 46 markets from Europe, Asia Pacific, North America and the Middle East, including 500 consumer in Australia, 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 were no object. "In a society seemingly obsessed with beautiful people and celebrities, where unrealistically thin models strut catwalks and airbrushed photographic images adorn billboards and magazine covers, over two thirds of Aussie consumers agree the pressure to look good is much greater than it was in our parents' day," says Katherine Doric, Associate Director, Pharmacy, ACNielsen. "But that doesn't mean they're prepared to spend more to enhance their appearance, or go out of their way to look stylish all the time." In particular, it seemed the older consumers were less inclined to buckle under the pressure to look good, while younger generations were shelling out for expensive health and beauty remedies: Nearly half (47 per cent) of consumers under 30 said they were spending more on health and beauty products these days compared to just 23 per cent of consumers over 30. "You could argue that the older you get, the more you should be investing in products that will help you look good," said Katherine Doric. "Our survey found that the older the respondent, the less interested they were in spending on products and treatments to enhance their appearance, or delay the inevitable ageing process!" Looking good - men doing it for the girls, but women doing it for themselves! People invest in personal grooming for many reasons, but overall women do it for their own sense of well-being while men do it for their partner. Seventy-eight per cent of women said they invested in personal grooming was because it made them feel better about themselves, while the most common reason men cited for investing in personal grooming was to look good for their partner. Rise and rise of the metrosexuals - Aussies say it's OK for blokes to invest in looking good In the ACNielsen survey, more than four in five Australian consumers (86 per cent) agreed that, today, men are more interested in personal grooming than they used to be. And acceptance of the metrosexual male was widespread - the vast majority of Aussies surveyed (89 per cent) said it was OK for men to spend time and money enhancing their appearance. It's all about the hair Hair care was the number one beauty regime consumers invested in to maintain or enhance their appearance, followed by skincare, then exfoliation/scrubs. However, if money were no option, Australians would spend more on body massage, teeth whitening and hair care. |
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