The willing and the experimenters in beauty products

In addition, to implementing new market entry programmes for beauty brands, we are often asked to provide the insight on market attractiveness to prioritise which markets to enter, and then search for and manage suitable partners. To do this market screening, we regularly use scorecards to assess and compare the merits (or otherwise) of various markets. Often this focuses around market scale, forecast growth, the availability of appropriate retailer channels, not to mention availability of good quality local partners who can build brands over the longer term.
Another important set of measures focuses around consumer behaviour and attitudes. It is here that we often see differences in attitudes to new product experimentation even across reasonably mature European markets.
For example, a recent global survey of facial skincare purchasers asked women aged 18-44, ‘Do you often experiment with buying new (facial skincare) products’ to illustrate how the willingness to trial new products differs :

Compare this to some of the selected markets outside the EU :

Country % respondents in agreement with statement “I often experiment with buying new products” in facial skincare
France 21 %
Germany 22 %
UK 22 %
Poland 25 %
Italy 33 %
Netherlands 12 %
Russia 25 %
Spain 18 %
Sweden 26 %
Turkey                                                              17 %

Compare this to some of the selected markets outside the EU :

Country % respondents in agreement with statement “I often experiment with buying new products” in facial skincare
Brazil 28 %
China 31 %
India 29 %
Japan 17 %
UAE 26 %
US 27 %

Facial skincare is a relatively low experimentation category when compared to make up. However, a relative openness to trial new products must be a positive when brand owners decide to launch new products into any market.
Even greater variation in consumer’s willingness to experiment arises in other categories globally. Based on the same survey, 4 out of the top 6 beauty sub-categories scoring highest for experimentation are in make up. Within haircare, styling products are clearly more prone to experimentation than (say) shampoo.
For more information on our approach and insight to new market entry please contact us,

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