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LONDON - Pampered, peeled and toned skin is the number one priority for image-conscious consumers around the world and they are going to increasingly extreme measures to get it, a survey showed.
A survey by research group AC Nielsen across 46 countries found that one in three people spend most of their beauty budget on skincare, with Asian and US consumers leading the trend.
Skin whitening is the most sought after treatment in Asia, the survey showed, with one in 10 Asian consumers buying bleaching products and 50 per cent saying they would lighten their skin if money was no object.
The survey also predicts a massive rise in the use of facial treatments such as masks, peels, serums and oils.
"Consumers tend to take a vested interest in their skincare regime in their 30s and 40s and at this life stage have more disposable income to invest in beauty extras," Patrick Dodd, president of AC Nielsen Europe said.
L'Oreal, the world's largest cosmetics group, said its customers spent 3.85 million euros ($7.1 million) on skincare products in 2006, up nearly 12 per cent on the previous year.
Hollywood actress Scarlett Johansson and Bollywood star Aishwarya Rai are just two of the celebrity faces of L'Oreal, which uses multi-million dollar advertising campaigns aimed at a global audience.
"The billion dollar beauty industry shows no sign of slowing down as beauty and personal care products have become 'must have' items in every household," Dodd said.
BEAUTIFUL MEN
The survey found that 78 per cent of people feel under increasing pressure to look good, and the desire to be beautiful is not just restricted to women.
Nearly 80 per cent of people welcome the arrival of the "metrosexual" male, a term used to describe men who use a myriad of beauty products to take care of their appearance, with American men the most enthusiastic about the trend.
The United States have just become the new home of footballer David Beckham, the face of Procter & Gamble's Gillette skincare brand, who signed a US$250 million football transfer deal earlier this year with US team LA Galaxy.
Beckham, famed for his fashionable hairstyles, diamond stud earrings and for wearing a sarong on the beach, is a metrosexual style icon par excellence.
"The single thing that global consumers unanimously agreed upon was the welcome arrival of the metrosexual male," Dodd said.
New Zealanders, Danes and South Africans also topped rankings for most welcoming metrosexual men.
The survey also found that consumers were not just obsessed with flawless skin -- haircare products are among the most sought after treatments globally, especially in Latin America and Asia, thanks to young populations with rising disposable incomes.
L'Oreal customers spent 3.63 million euros ($6.7 million) on haircare products in 2006.
- REUTERS
