Self-expression will drive Australians’ personal care choice

Self-expression will drive Australians’ personal care choices in 2011

For Immediate Release.

Melbourne, 10th January 2011. As Australians ring in the New Year, many consumers will no doubt resolve to make a concerted effort to improve their physical appearance. However, Datamonitor research* has found that the desire to look good is not necessarily associated with social pressures or celebrity influences, but rather personal motivation to express one’s identity and ultimately succeed in life.

The desire to look good is a universal and timeless value for which Australia is no exception. Katrina Diamonon, consumer markets analyst at Datamonitor remarked: “it is important to note that the desire to be or feel physically attractive is not necessarily one-dimensional, nor a product of mere vanity. In fact, most Australians believe that looking good is a means of realizing their ambitions.”

Datamonitor research conducted in 2010, found 57% of Australians agree that physically attractive people have greater opportunities in life, compared to 47% who said the same in 2009. Diamonon continued: “personal care marketing needs to communicate how products can help consumers achieve success in life, not just look attractive for the sake of it.”

Another interesting finding to emerge from the research was that Australian consumers do not necessarily use personal care products to follow the latest trends and emulate celebrities. Rather, Australians use such products to stamp their identity and move away from the mainstream. As such, personal care products that are personalized to consumers’ own needs and characteristics will be highly valued in the coming year.

Datamonitor found that customization benefits are considered particularly important for make-up and personal hygiene products; 40% of Australians believe it is important that such products are formulated for their age, gender or other specific needs. Customization and personalization benefits were considered least important for fragrances, but still 25% of Australians found this to be important in their product choice. “Consumers are increasingly self-expressive, and expect health and beauty products to address their individual needs, rather than adopting a ‘cookie cutter’ approach to grooming,” Diamonon added.

While image-conscious Australians will continue to use personal care products to help improve their physical appearance, it is important for manufacturers to understand the true reasons behind these behaviors. Diamonon concluded: “Australians are tired of unattainable images of beauty, and being told how they should look. Marketing needs to reflect the reality that consumers want to be distinct, and are seeking products that facilitate this.”

ENDS

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