French consumer study clears clichés surrounding consumer beauty demands

29 Nov 2023 --- Consumer analysis by NellyRodi and Beauté Privée reveals French market trends and data from Showroomprivé, an online shopping company.

The study sheds light on five major beauty demands among French consumers amid changing intentions and motivations.

Pleasure: Wellbeing at heart
For 67% of French consumers, beauty is “synonymous with pleasure” — taking care of oneself inside and out. It’s a daily pursuit of overall well-being, dedicating some self-care time.

Opting for routines yielding results with three to five daily products, they emphasize at-home techniques and favor light makeup for a healthy glow. 

Integrating beauty with lifestyle, 72% of French consumers incorporate sports, healthy habits and nutrition into their daily rituals.

Examples of product design with holistic care in mind include two two recent collagen launches by Designs for Health: Whole Beauty Collagen and Collagen + MCT, which support hair, skin and nails while boosting metabolism and energy production.

On the subject, Personal Care Insights recently spoke to the VP of product development at Nutrafol, who discussed new product offerings for personalized holistic solutions, targeting the root causes of hair thinning from within.

Convenience: Informed choices
The French consumer study finds that beauty functionality matters to 59% of participants, focusing on products that address specific skin, hair or health improvement needs.

Information empowers consumers to identify their concerns and seek targeted solutions increasingly.

Further, price reductions (59%) reflect their preferred sales channels, with pharmacies being lauded for multi-brand offerings, proximity and affordability.

Reassurance: Trusting third-parties
The study finds that French consumers are cautious and seek reassurance in their product choices.

A significant 43% rely on expert advice from medical or esthetic professionals, while 36% consider consumer reviews and 24% trust recommendations from family and friends. 

Pharmacies play a pivotal role, acting as trusted advisors, with 44% constantly scrutinizing product formulas and ingredients.

Effectiveness: Results and transparency
Consumers want products that work, with 51% favoring products containing specific active ingredients like hyaluronic acid, retinol or vitamin C. 

Understanding a product’s history (26%), ingredients and benefits are critical considerations highlighted in the study.

Also, quality often takes precedence, with 30% willing to invest more for proven results and efficacy. Long-term effects (40%) and extended product durability (21%) are crucial considerations.

For the younger consumers, research by Provenance stressed that “Gen Z is largely untrusting of people, institutions and the world around them.” As a result, they advise that brands should be transparent and authentically communicate on their beauty products.

Respect: Natural and CSR values
Once consumers are satisfied with their pleasure, health and efficacy demands, 21% of French consumers prioritize a product’s natural qualities, and 11% opt for certified organic products. 

Additionally, French consumers express generic CSR expectations. Fifty-nine percent emphasize environmentally respectful production methods and 39% value employee welfare.

A previous study on 1,200 French consumers found key differences between Gen Y and Gen Z values that drive “brand love” while also unveiling a ranking of the top brands based on preferences under the hygiene, care and makeup sectors. The new generations represent approximately a third of the purchasing power in France.

Convenience, community and activism were defined as the new paradigm driven by Gen Y and Z. But there are differences between these two generations, with Gen Y prioritizing convenience and Gen Z community and brand commitments, however, both generations value these factors closely.

Edited by Venya Patel