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Style & Appearance On a Global Scale

July 23, 2014

New Euromonitor International study looks at grooming habits around the world

No matter their age, region or gender, global consumers tend to put effort into their appearance, rather than simply rolling out of bed each morning. But what products they use and how they view beauty differs, according to a new study by Euromonitor International. When asked about their personal fashion style, for example, just 14% of respondents considered themselves to be "formal." Older consumers are particularly practical. Roughly 50% of those over 45 opt for practical clothing, compared to 15% who seek a high-style look. However, this does not necessarily mean that older consumers are willing to trade all fashion for function, according to Euromonitor.

Although style preferences are similar across geographies, there are some stark differences. For example, China represents the one market surveyed in which respondentents favored stylish over practical clothing. Chinese consumers are also more likely to describe themselves as "lavish" rather than "frugal" shoppers. And like consumers in India, they say that they only wear designer clothing. Euromonitor surveyed 6,600 consumers online earlier this year.

If they could change one thing about themselves, women around the world would weigh less, while men would want to be taller. But regardless of their height or weight, consumers spend on grooming products. Gobal Sales of hair and skin care items are expected to grow more than 20% by 2018, according to the study. Euromonitor puts the global skin care market at $107 billion in 2013 and the hair care market at $77 billion.

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