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Beauty From Within Lacking Global Acceptance

By: Carrie Lennard, Euromonitor International
Posted: March 7, 2011, from the March 2011 issue of GCI Magazine.

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However, sales in many countries are negligible. Most consumers in the key affluent Western countries responsible for the lion’s share of beauty sales appear to remain unconvinced.

Western Demand for Anti-aging Doesn’t Translate to Nutraceutical Boom

While global skin care value growth slowed to 3% in 2009, down from 5% in 2008, anti-agers remained the star performer, expanding by 7%—or only two percentage points less than in 2008. This adds substance to the belief that most consumers globally will sacrifice other consumer goods before putting off attempts to hold on to a youthful appearance.

The desire to stay young-looking was also evident in other industries, as shown by figures from the American Academy of Cosmetic Surgery. According to its data, the number of face-lifts in the U.S. rose from 20,478 in 2008 to 34,455 in 2009—a 44% increase despite the recession. A similar story was seen in the U.K. Data issued by The British Association of Aesthetic Plastic Surgeons (BAAPS) shows that the number of cosmetic surgery procedures undertaken rose by just under 7% in 2009.

However, despite clear evidence that consumers are willing to pay a premium for their looks, and skin in particular, consumers in North America and Western Europe, on the whole, do not seem to be buying into the concept of beauty-from-within.

Differing Results for Beauty-from-Within Brands

The fortunes of various beauty-from-within products were mixed, but, on the whole, there was growth for some of the key skin care nutraceutical brands in major markets such as the U.K., where the Imedeen brand saw sales of its combination dietary supplements rise in 2009. Heavy advertising of the brand was a key factor behind its success in the market, as it helped familiarize consumers with the concept of skin care from within.