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- US Passive Beauty Consumer Report 2024
US Passive Beauty Consumer Report 2024
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The report delves into the concept of “passive beauty,” highlighting the paradox of engaging in more complex beauty behaviors to achieve simpler daily routines. It examines consumer attitudes and rituals surrounding appearance management, focusing on the balance between product use and lifestyle changes. Notably, younger adults are increasingly investing time and money into their appearance, driving the market trend toward long-term, low-effort beauty solutions. The burgeoning market for “passive beauty” products and treatments reflects consumer demand for efficiency and efficacy, with offerings like overnight beauty offerings, professional beauty treatments and wellness products promising sustainable results with minimal daily intervention. Brands have the opportunity to take a preventative and holistic approach to product positioning, while also messaging time-savings and long-term benefits. Winning with those highly engaged in beauty and appearance routines means proving efficacy propositions without adding stress to daily rituals in terms of time and money.
For the first time, Mintel explores “passive beauty” concepts: extensive or complex BPC behaviors in order to be simpler in day-to-day rituals.
Carson Kitzmiller, Senior Analyst, Beauty & Personal Care
As defined by Mintel, “passive beauty” highlights the more extensive behaviors – as it particularly relates to appearance – in order to be low maintenance, or have a simpler daily routine. In other words, minimize the time actively dedicated to appearance, while maintaining its ideal effect. This can include financial and time investments in products and services that give long-term results with easy and quick maintenance. The focus of this Report is to understand adults’ engagement with their appearance as it relates to product use and lifestyle changes (excluding clothing).
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