“For more than eight out of ten French people, hygiene and beauty is not an item on which to make savings,” stresses the agency. “One French person in two considers it ’extremely important.”

The question of price

In spite of everything, trade-offs are taking place. Certain practices, deemed less essential, are postponed or eliminated, such as make-up and shaving.
On the other hand, everyday gestures (washing, toothpaste, moisturizing) are more resilient.

Price is becoming the number-one purchasing criterion, particularly for everyday products such as shower gels, toothpastes and shampoos. Private labels are gaining ground.

But the French are not limited to price hunting. “Promotion remains a key lever for 34% of them, particularly large families. However, the introduction of the Descrozaille law, limiting discounts, has weakened this lever. Promotional generosity has fallen from 36% to 30%,” points out the agency.

New strategies

Faced with these constraints, consumers are adapting. They are changing channels, turning to sale outlets, local stores and e-commerce. Brand names like Action and Normal are making their mark, supported by an attractive offer that often goes viral on social networks, where dupes are a runaway success. “The dupe sometimes becomes a …