Ifop finds innovation opps in hair and face care
The research reveals a uniform vision of the issues women have with their body, with the face considered the most important by 60 per cent of women in all countries, despite some strong local characteristics specific to each of the observed cultures.
According to Ifop, while France and Russia show many similarities in terms of the importance attached to various body parts, China differs more, for physiological reasons.
"The findings of this study help to explain the underlying trends, such as real business opportunities and innovation for advertisers to explore, for example on the market for hair in Russia,” says Laure Friscourt, director of expertise beauty for FIFG group.
"They also reveal the dramatic increase in cosmetic surgery in China," he adds.
French and Russian consumers have similar priorities in haircare
Of the surveyed consumers, 4001 were French participants aged 18 to 50, of which 42 per cent prioritised their hair as one of the three most important elements of their bodies, unlike the Chinese who gave it less importance.
While of the 2005 Russian women interviewed, 35 per cent were found to consider hair as a priority, as well as also being particularly likely to declare themselves dissatisfied with it (24 per cent of them). Fourteen per cent declared they were willing to spend more on hair care products.
Russian consumers were also found to be more demanding in terms of beauty, while the Chinese are characterized by a pragmatic and proactive approach to beauty.
"France and Russia show many similarities in terms of the importance to different parts of the body, hair care is a real opportunity for innovation to investigate here. Unlike China which differs more, including more comprehensive physiological reasons, but also because of a specific relation to the body, and holistic."
China opts more towards facial products
Of the 2002 Chinese women interviewed, 1 in 4 declared they were willing to invest more on products that address the face.
"Not surprisingly, the eyes, especially concerned with ageing in China, are considered the most important part of the body for 63 per cent of women. They agree, however, less emphasis on their hair than French and Russians."
The study also revealed that women are ready to spend more than they do today on their stomachs, considered important by 40 per cent of them and unsatisfactory by almost 30 per cent.
