Although the German economy shows signs of recovery, consumer financial confidence remains fragile. This economic backdrop impacts spending in the BPC category as consumers prioritise essential products, potentially reducing their repertoires. However, the extent of research shoppers engage in is heartening: it spotlights consumer interest in ingredients and allows brands to have open and honest conversations about the topic.
Significant threats to the category are Germans’ confusion, lack of understanding around ingredients and avoidance of unfamiliar formulations. Simplifying the research process, overseeing social media discussions and encouraging younger women, who are more adventurous, to create hype around new products can aid in this context.
There are opportunities to help consumers make the best of their routines by giving them a better understanding of the role of actives in beauty products. Achieving desired results, such as increased hydration or breakout control, will up the chance of repeat purchases.
The communication around ingredients is pivoting towards emphasising the research and scientific rigour behind product formulations, providing opportunities for brands. Science-backed beauty not only aligns with consumer expectations but also allows brands to stand out in a crowded market.
Guide consumers to the right actives and explain the science behind them to boost growth. Building on the tried and tested can create hype around new formulations.
Mihaela Suhalitca, Research Analyst – Beauty and Personal Care
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