The beauty care industry, particularly in Europe, remains vibrant despite the fact that it slowed in certain countries, such as the UK and Switzerland. Industry reports suggested that it would grow by 1.3% in 2018. During the same period, it could earn more than 77 billion euros.
The upper hand, however, does not belong to the business but to the consumers who now have a wide variety of options. That said, they now have the power to be selective with certain products, especially the types of ingredients used.
How Important are Premium Ingredients for Consumers?
Beauty products such as Kerluxe are not the cheapest in the market, but they are among the most sought-after hair care brands in Switzerland. It is not just because it looks and feels premium. One of its biggest selling points is its high-quality ingredients.
Consumers these days are becoming more conscious about their health. This reflects in their choices of products that they use on their body. For example, a survey revealed that 80% of global consumers considered ingredient transparency as an important factor when shopping for a beauty product.
Safety and Quality
Meanwhile, almost 90% of consumers said they were more likely to buy a product that includes “no harsh or toxic chemicals used” on their labels.
The preference for safer and organic products blurs the lines between food and plant-based ingredients. For example, there is a growing demand for personal care products that contain probiotics, turmeric, and coconut oil.
Many men and women are also choosing their products according to the sources. The trend is the more sustainable the brand, the more valuable it becomes in the market.
The need for healthy personal care options also gives rise to the popularity of skin food. It means they want products that nourish their body with vitamins and antioxidants. In fact, 50% of buyers in France, Germany, and Spain opt for products that contain vitamins.
These days, consumers are becoming more conscious about what they put in their bodies. They only want what they think is healthy and that includes their grooming products.