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Beauty: the French want more transparency from brands

Klarna, a specialist in payment, shopping and banking services, has published a report confirming that French consumers are changing the way they consume beauty products, with well-being and the environment becoming the main purchasing drivers.

This new survey of French beauty consumers reveals that the French are looking for cosmetics that reflect their aspirations for a healthy lifestyle, as well as their environmental and ethical concerns. Brand transparency is a priority for 78 % of respondents, who feel that brands should be clearer about their sustainability credentials. More than three out of five consumers (64 %) read the packaging of the beauty products they buy more carefully. They also want to consume products that are more respectful of the environment and health. Of the 67 % consumers who use products with natural ingredients, half do so to reduce environmental problems.

"Today's definition of beauty is closely linked to the sense of well-being and health not only of the French, but also of consumers around the world, explains Eric Petitfils, Managing Director of Klarna in France. Today, French beauty product buyers expect products to be transparent, respectful of their health but also of the environment, paying more and more attention to the ingredients used and the labels obtained by brands."

Wellness

  • Health and well-being are at the heart of beauty product buyers' preoccupations. 71 % of French buyers prefer their well-being to their appearance: the main motivation for buying cosmetics is to please themselves (48 %) - particularly Generation X (50%) and baby-boomers (63%). Ultimately, one in five consumers buys a beauty product to feel better about themselves.
  • Beauty routines are being rethought... two out of five cosmetics buyers (36 %) say they spend more on skincare than make-up, a figure that increases with the age of the respondents (generation Z: 38 %, baby-boomers: 53 %). At the same time, three out of 10 beauty product users say they have prioritized skincare over make-up since the pandemic, and 20 % say their beauty routine has been simplified, with fewer steps.
  • ...while beauty accessories and tools gain in popularity. At the same time, more than one in two consumers (55 %) use skincare appliances as part of their beauty routine. The facial cleansing brush is the most popular tool among French shoppers (65 %), closely followed by jade rollers (39%), particularly among Generation Z (52 %) and Millennials (40 %).

Innovation

  • Personalization and innovation are key consumer expectations in France. Overall, beauty product buyers appreciate the innovative services offered by brands. Two out of five consumers (39%) would be interested in personalized skincare recommendations, as well as tailor-made products (23 %). Cosmetics shoppers are also interested in using smart mirrors (16 %) and augmented reality applications to try on make-up virtually (15 %).
  • Word-of-mouth and social networks are the main sources of inspiration for discovering new beauty trends. Most cosmetics buyers also say they are inclined to try new beauty trends through friends and acquaintances (38%). What's more, three out of ten people (30%) are encouraged to try out new beauty trends by discovering them on social networks (TikTok, Youtube, Instagram) - especially for younger generations (Gen Z 57 %, Millennials 41 %). 

CSR

  • Sustainable development is essential. Today's beauty buyers are looking for brands and products that reflect their values. Four out of five buyers (78 %) expect greater clarity from brands, and think they should be more transparent about their sustainability credentials. They also attach importance to the legibility of ingredients, and nearly two out of three (64 %) consult packaging more carefully when buying cosmetics, particularly to identify certifications and labels (58%).
  • Natural results and "clean beauty" at the top of consumer expectations. Seven out of ten respondents (67 %) say they use natural and organic products. Their main motivations are health (48 %), the reduction of environmental problems (47 %) and the absence of animal testing (45 %).

Full results are available here

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