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Increasingly image-conscious men and baby boomers boosting the beauty market, says Canadean

21 November 2016

Although image-consciousness is a trait traditionally associated with women and young adults, men and older generations are becoming more susceptible to its influence, as their desire to impress peers and colleagues is growing, according to consumer insight firm Canadean.

The company’s report states that the increasingly visually-oriented culture of society often means consumers associate image with success. While women are 1.3 times more likely to feel under pressure to look good than men, both genders associate appearance with success in personal and professional lives, with 66% of women and 61% of men subscribing to this belief.

The belief that image correlates with success is strong across all age groups, with over half of consumers agreeing. Young adults aged 16-24, however, are likely to be most influenced by this notion, with 65% agreeing, decreasing to 60% among those aged 55 and over.

According to Veronika Zhupanova, Analyst for Canadean: “This trend reflects how image-consciousness is catching up with men and baby boomers, demonstrating narrowing gender and age disparities in the beauty market.”

The increasing number of occasions when men use skincare products exhibits this trend. For example, among major global economies, men used skincare products on 453 billion occasions in 2011, which shot up to 557 billion occasions in 2015. Meanwhile, as image-conscious consumers age, the desire to maximize appearance among the older generation will increase.

Zhupanova notes: “With image-consciousness becoming ever-more pervasive among aging populations in developed economies and the pension age rising, competition to look good among this demographic will drive demand in categories such as anti-aging skincare and make-up, as consumers seek to impress employers and appear as dynamic as younger colleagues.”

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Amongst the young, social media, now a popular daily ritual, can be a significant driver of image-consciousness. “Selfie” culture encourages the taking of close-up photographs as a means of self-expression and impressing peers. The close-up nature of the shots, however, means potential for skin imperfections to be captured is high, and may encourage people to seek out products to minimize this.


Zhupanova continues: “While there have been a number of launches targeting photo occasions for young adults, such as Estee Lauder’s Flash Photo Powder, older consumers remain overlooked despite increasing social media use. This demographic offers prime opportunities in the make-up and skincare categories to innovate in line with the latest trends, such as the desire to be always “photoready” during busy days. In order to make the most of this opportunity, companies should be subtle in their marketing towards older consumers, emphasizing the important role photos have in making memories, for example.”


Editor’s notes

- Comments provided by Veronika Zhupanova, Analyst for Canadean.

- Information based on Canadean’s report: TrendSights Analysis: Image Consciousness; Exploring consumers’ attitudes towards image and beauty.

For more information

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 161 359 5822 or email

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