Daily Research News Online no. 1905 - Skincare Usage in Europe

Skincare Usage in Europe

October 2 2002

Four times as many women in France have used anti-ageing skin care products in the last 12 months compared with women in Britain, according to new research from Taylor Nelson Sofres (TNS). Just four per cent of women in Britain use an anti-ageing skincare product in an average week compared to 17 per cent of women in France.

The research - carried out by TNS' European Toiletries and Cosmetics Database (ETCD) - compares skin and haircare product usage amongst women in Britain, France, Germany, Italy and Spain.

Findings show that women in France, across all age groups, are far more likely to use an anti-ageing skincare product compared to other women in Europe. Thirty per cent of French women aged over 45 use an anti-ageing product on a regular basis in contrast to less than five per cent of women in Germany and Britain of the same age group.

In addition, a greater percentage of women in France believe that they are prone to wrinkles than in any other European country (38 per cent compared to 28 per cent in Britain). This suggests that French women are more aware of having wrinkles and therefore more likely to use anti-ageing products in an attempt to reduce them.

Other key findings include:

Fewer than one per cent of women in Britain use anti-ageing haircare products compared with nine per cent of women in France. Usage of these products is found among women as young as 11-16 years-old - one per cent of young teenagers in Britain rising to five per cent in France using anti-ageing haircare products.
While anti-ageing skincare products are used by eight per cent of women in Europe, women will use 'normal' skincare products and expect anti-ageing benefits from them. One in five women stated that they use a skincare product for 'slowing the signs of ageing'.

Amelie Gouws, Account Manager for TNS' ETCD commented 'As women grow more concerned with fighting the signs of ageing, manufacturers continue to launch new products to meet consumer demands. Usage of anti-ageing products is relatively low among older women in Britain, Italy and Spain, but there is a growing trend for younger women across these countries to use such products. The importance of maintaining a youthful appearance seems to be ingrained at a very early age in Europe which suggests the marketing campaigns which target younger women have been relatively effective at encouraging the use of anti-ageing products. However, it appears that more can be done to encourage use of anti-ageing products among older women, particularly in Britain, Italy and Spain, whether through new product launches or new marketing strategies which specifically target this group.'

Research was undertaken by Taylor Nelson Sofres European Cosmetics and Toiletries Database (ETCD) in the 12 months to June 2002.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.