Findings released by GfK from a 22-country survey show that feeling good about themselves is what drives most people to spend time grooming themselves (bathing, shaving, dressing, hair, makeup). The study found women spend an average of almost five hours a week on personal grooming, while men spend just over three hours.
Making a good impression on people (44%) came in as the second reason they groomed themselves while setting a good example for their children (40%) ranked third. Men and women mirror each other in seeing these as the top three reasons for wanting to look good. However, feeling good about themselves resonates more strongly with women than men (67%, versus 52%), while making a good first impression and setting a good example for their children are cited by almost the same percentage of men as women.
Gender StereotypesFor men, the 4th and 5th major reasons for trying to look their best have amorous connotations--namely, to please their spouse or partner and to make a good impression on people of the opposite sex or those they find attractive (37 and 36% respectively). By contrast, women are more motivated by the wish to express their individuality and because it makes them feel in control (40% each).
Age Changes
All age groups agree that feeling good about themselves is the leading major motivation for trying to their best. For those under 30, making a good impression on people they meet for the first time, and making a good impression on people of the opposite sex or those they find attractive rank second and third as the major reasons for looking their best.
For those 30 and above, setting a good example for their children is consistent across all age groups as the second most commonly cited motivation. And when it comes to those aged 50 and over, pleasing their spouse or partner makes an appearance as their third most popular major reason.
Differences Globally
When it comes to time spent on personal grooming (bathing, shaving, dressing, hair, makeup), Italians are in the lead, spending just over five and a half hours per week on average. They are followed by Argentinians and Americans, who are equal with an average time of just over five and a quarter hours per week. At the other end of the scale, Chinese spend less than three hours per week on average, followed by South Koreans with just over three and a quarter hours and Japanese just over three and a half.
Esthetician's Role
Many clients visit a spa to look better, and knowing their motivation to do so can help the skin care professional better service them. Skin care professionals are often a trusted confidant for clients to talk to, so listen to them closely. If they note that they haven't been feeling good about themselves lately, maybe there is something you can do. Spend a little extra time with them or recommend a service they would find beneficial. The extra attention and customer service can only help ensure a long-term client.
