Kearney has published the first edition of its Prestige Beauty Consumer Index, a barometer dedicated to the US market. The aim? To understand how behaviors are changing in a sector that remains dynamic but is becoming more demanding.
Here are the findings from the study conducted among 1,000 respondents (the date of the interviews was not specified).
New consumers
Five profiles are reshaping luxury consumption.
These are:
• Minimalist savers: pragmatic and very price-sensitive
• Routine enthusiasts: loyal to their daily routines, attached to tried and tested formulas
• Balanced beautifiers: seeking the right balance between sophistication, price, and innovation
• Premium purists: big spenders, seeking science, rituals, and well-being
• Confident trend-seekers: keen to experiment, attracted by novelty and emerging technologies
Loyalty is eroding
Brand loyalty has never been so fragile. Only 22% of respondents consider brand image to be an important criterion, compared to 48% for effectiveness and 44% for price.
This phenomenon is accentuated by the widespread use of “dupes.” More than one in two consumers use dupes and believe they work just as well as premium products.
Effectiveness as a prerequisite
For 85% of respondents, quality and effectiveness take precedence over everything else.
But the industry is still struggling to respond, with performance remaining the primary point of dissatisfaction, particularly in hair care (39%) and skincare (36%).
Taking care of yourself
The report confirms that beauty …
