Consumers have wide and varied perceptions around skin glow that differ according to country, spurring promise for industry to consider market positioning and claims more carefully, according to Swedish cosmetics firm Oriflame.
Glow make-up is rising fast through the cosmetics ranks, fuelled by changing consumer demands and a flurry of product launches and it’s providing promise in a challenging retail environment, according to The NPD Group.
![Consumers worldwide have different expectations around skin glow, relating it to inner happiness and health in some countries and anticipating a visual shimmer in others [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/09/20/skin-glow-definitions-differ-amongst-consumers-from-radiance-luminosity-happiness-and-health-finds-oriflame/15782820-1-eng-GB/Skin-glow-definitions-differ-amongst-consumers-from-radiance-luminosity-happiness-and-health-finds-Oriflame.jpg)
