Health is an essential criterion for consumers when choosing grooming products. Social media influencers’ impact is significant as well. This is highlighted in a new trend report by Henkel and trend watcher Herman Konings.
Aging Healthily
While in recent years, the beauty ideal was often associated with a “fake” look, Herman Konings now observes a counter movement: beauty is now associated with health. In a study conducted by Euromonitor, half of the consumers surveyed define beauty as a “healthy appearance.” For Belgians, for instance, this health aspect is an important criterion in choosing personal care products such as shampoo and shower gel, with a score of 7.4/10. This figure is higher among women (7.8/10) and those over 55 (7.7/10).
