As anti-aging and anti-wrinkle products are fast becoming commonplace in bathrooms around the world, just how preoccupied are we with looking young?
As usual, there is considerable variation between consumers in different parts of the world. Of 11 international markets analyzed, Italy is home to the highest proportion of consumers (65%) who agree that ‘it is important to keep young looking’. In several other countries such as Brazil (64%), France (63%) and Iran (62%) agreement levels reach two-thirds of respondents. The lowest agreement levels are shown in the USA and Britain with 36% and 42% respectively.
Age, perhaps unsurprisingly, has a big impact on people’s attitude towards looking young. There is also some correlation to other factors, such as education or financial position – for example in Russia, where 65% of those with ‘no financial difficulties’ agree compared to only 45% of those who struggle to find ‘enough money for food’.
Looking at female consumers, it is clear that this preoccupation with youth is having an impact on purchase decisions. In some parts of the world, women seem unconvinced by the youth giving promises of beauty products. In China for example, only 8% use age-defying cream (and other kinds of creams, such as those with skin whitening properties, are much more of a priority). In Western Europe however, it is a different story. In Spain, a quarter of women use anti-ageing or anti-wrinkle creams, rising to a third of German women.
