GIBF E Magazine AUG-SEPT-2019 GIBF The Business Tycoons Magazine Aug-Sept | Page 21

Use of cosmetics
In terms of the frequency with which cosmetic products are used, differences can be observed across countries, between people of different
genders and ages and for different cosmetic products.
The market penetration of some cosmetic products is likely to be near 100%. For instance, deodorant penetration is close to total in the UK,
whereas results from a 2017 survey show that 90% of young women (18- 29 years old) use deodorant every day (Statista, 2018a). In France,
98% of adult women and 94% of adult men use liquid shampoo.
Expenditure on cosmetics
Information from the literature review indicates that
average annual spend on cosmetics increases by age,
such that older consumers spend considerably more
than their younger counterparts. In the UK, for
example, consumers aged over 65 spend more than
three times as much on 'health and beauty' as
consumers aged 19-24 (Kantar Worldpanel, 2014, as
reported by Statista, 2015). European women over the
age of 60 spend three times as much on skincare as
women under 25.
Functional benefits
Cosmetics contribute to well-being and healthy
lifestyles. As our hands are vectors for disease,
carrying pathogens from contaminated sources to
susceptible hosts, simple tasks such as washing
hands with soap can help prevent serious illness.
Multiple studies have shown that the leading causes of
child mortality in developing countries, diarrhoeal
disease and respiratory infections, can be prevented
by handwashing with soap. Indeed, a recent literature
review by Ensink (2015) reveals that handwashing
with soap can reduce the risk of diarrhoea by around
44% to 47% and acute respiratory illness by 23%.
Functional benefits and Emotional benefits
Emotional benefits
Cosmetics can help to improve our mood, enhance our
appearance and create positive self-esteem. They can
also help to exhibit personal style and, as such, are an
important means of social expression. A recent
Consumer Insights survey by Cosmetics Europe has
shown that 72% of people believe that cosmetics
improve their quality of life, while 74% of people
believe cosmetics help them to build up their self-
esteem.
Global India Business Forum
e- Magazine : Inspiring and upto date new