WE Personal Care and Beauty Shopping Report

Vital insights into Gen Z and Millennials' behavior, plans, and views—with major takeaways for brands.

Though beauty brands took a hit early in the pandemic, keeping up their personal appearance remained important for young consumers in Western Europe—and became a key way to maintain their state of mind. COVID sparked new attitudes towards personal care that are sparking major shifts in the industry. This report dives into young European consumers’ personal care and beauty habits and purchases, and young females’ changing beauty routines. We also explore generational attitudes towards personal care and beauty, revealing how the younger generation is already shaping the future of the industry.

Download the full report for insights on: 

  • Whether COVID and quarantines have shifted young consumers’ investment in their appearances
  • How makeup routines have evolved since COVID, and what the future holds for the industry
  • The significant differences between Gen Z and Millennials’ preferences for personal care and beauty items
  • The consumer group that is driving eco-consciousness in the beauty and personal care industry

Report length: 12 pages

Based on a survey of 1300 13-39-year-olds in the U.K., France, Germany, Italy and Spain, fielded in August 2021

Additional survey content for Pro users: The specific personal care and beauty items they own, where they purchase personal care and beauty items, the new or up-and-coming beauty brand they want to try, their shopping influences for personal care and beauty items, the cosmetic surgeries they’re interested in, and whether they have tattoos or not. 

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