Financial confidence is improving, but the impact of the cost-of-living crisis will be long-lasting. This means proving value is still important, especially to consumers who favour affordable own-label beauty and grooming products. These brands can elevate their ranges by collaborating with professionals to make own-label BPC desirable, rather than bought out of necessity.
Consumers aged 60+ tend to be less involved BPC consumers. They have pared back daily beauty and grooming routines, and are less likely to buy premium brands than the average consumer. Since the UK has an ageing population, brands need to ensure those aged 60+ feel included in the beauty/grooming conversation, with representative advertising and marketing, as well as products that cater to the age group’s unique interests and needs.
There are new, exciting ways for brands to use social media to reach consumers in all age groups. Brands can explore newer, lesser used social media platforms like Discord and Substack to build communities. Meanwhile, there are also opportunities to use TikTok Shop to ensure the journey from product discovery to purchase is seamless and maximise on consumers’ ‘treat myself’ mentality.
Attitudes towards beauty and grooming vary greatly between different demographics, brands can cater NPD and marketing to best target different consumer groups.
Georgia Stafford, Beauty & Personal Care Analyst
This Report examines consumer attitudes towards beauty and grooming. ‘Beauty and grooming’ refers to the following categories;
This Report also examines the behaviours and attitudes of Gen Alpha, Gen Z, Millennials, Gen X, and Baby Boomers, which are defined as follows;
* at the time the report was written
Please note the consumer research commissioned for this Report excludes anyone aged under 16.
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