Shifting priorities have led to shorter daily beauty/grooming routines for both women and men. Daily hair washing and showering is now optional for many. Young German men are embracing grooming like never before, however. Not only do they style their hair more often than women, male makeup usage – particularly among Gen Z – has risen sharply. There is a big opportunity to target men with easy-to-use facecare and makeup, especially for budget brands.
We identify three key consumer groups for beauty brands: Glow Getters, The Goopers and Beauty Hippies. They are the most engaged with beauty routines, and the former two are the most willing to spend.
Climate-adaptive beauty and neurocosmetics are future areas of opportunity for brands. With climate change and more extreme weather events, brands can educate on weather-related needs and seasonal routines, boosting loyalty and smarter choices. 66% of Germans agree that spending time on one’s appearance boosts mental wellbeing. As Germans cope with a polycrisis, wellness-oriented beauty offers brands a chance to connect with stressed consumers and help improve mood and mental resilience.
Germans embrace shorter routines, but young men are driving the evolution of grooming. Climate-adaptive beauty, wellness and mood-boosting BPC are the future.
Susanne Krenz, Associate Director – Beauty, Personal Care and Household
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