According to Kantar’s latest study on beauty, hygiene and personal care habits , 72% of Spanish women claim to use little make-up and prefer a more natural look, as opposed to 62% of women worldwide. Such results translate into a long-term decline of make-up, while facial moisturising products that help skin look healthy are added to the routine.
However, purchasing behaviours vary according to age. The youngest group, from 17 to 24 years, associates a more natural look with a well-groomed look. They achieve this by using make-up products such as powders, concealers and foundations, in that order. On the other hand, older women prefer to wear no make-up on their face, showing their natural beauty.
Furthermore, Kantar notes the natural look trend in Spain has been able to coexist with other apparently opposing fashions, such as elaborate hairstyles and decorated nails. The number of people using professional manicure services for example, has grown by 4 percentage points in the last year.
The male opportunity
Another trend that is fast on the rise in the country is the growth of the men’s beauty and hygiene market. According to Kantar, the number of Spanish men who say they are well informed of the latest trends and fashions in personal care is 34%, 10 points above the European average. The upshot is that men now make up 4 out of every 10 cases of weekly product use, half of which is from the 25 to 54 age bracket.
At the purchase level, the industry has bounced back slightly in the past year, billing 1.3% higher than in 2018, but 14% less than ten years ago. However, retail traffic remains at a standstill.