Nielsen Study Reveals Pressure to Look Good Escalating; Metrosexuals Accepted


Two-thirds of U.S. consumers agree that the pressure to look good is much greater now than ever before, according to a global beauty survey by The Nielsen Company. The research also indicates that global approval of the metrosexual male is evident.

Although they agree there is increased pressure to look good, only 23% of U.S. consumers say they are spending more on beauty products and treatments. Globally, 30% of consumers said they spent more on beauty products and treatments than in the past.

When consumers do invest personal care dollars, respondants spent the most on hair care (81%), skin care regiments (61%) and facial treatments (47%). If money was no object, U.S. consumers indicated that they would spend the most on massages, teeth whitening, hair care, facial treatments and manicures/pedicures.

Global acceptance of the metrosexual male is undeniable, according to the research. Seventy-eight percent of global consumers agree that it is "OK" for men to spend time and money on their appearance, include 84% of Americans. More than 78% of Americans agree that men are more interested in personal grooming that they used to be.

Sixty-four percent of U.S. consumers invest in personal grooming because it makes them feel better about themselves.

Eight percent of U.S. consumers very much or somewhat agree that mass market health and beauty products are just as good as premium or expensive alternatives for hair care, skin care and cosmetics.

Price (63%) and brand (47%) are the two most important considerations for U.S. consumers' health and beauty product purchases, followed by a product's promise, recommendations and samples.

U.S. consumers purchase health and beauty products mainly from supermarkets (53%), department stores (47%) and pharmacy/drugstores (40%). To a lesser extent, they are purchased at spas (20%) and via the Internet (18%).

Nielsen polled 26,486 Internet users in 46 markets for the information in this study.

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