A new study by The Nielsen Company shows that a large majority of Americans believe there is more pressure than ever to look good.
According to the research, two out of every three Americans believe the pressure is greater than ever before to look good. The need to look good applies to both sexes with increased understanding and approval of so-called "metrosexual" males, as well.
While the pressure to look good has apparently intensified, consumers have not demonstrated a corresponding increase in the purchase of beauty products. In fact, only 23 percent said they are spending more now on beauty products and treatments than they used to.
The products that consumers are spending their beauty dollars on include hair care (81 percent), skincare (61 percent) and facial treatments (47 percent). U.S. consumers spend much less on eyebrow/eyelash tinting and shaping (29 percent), tanning (23 percent) and hair removal (21 percent).
There is also a generational aspect to this story, as well. Shuchi Sethi, vice president, consumer products, Nielsen Customized Research, said in a press release, "It seems the older you get, the less you spend, as teens and consumers in their 20s spend more in this category."
Discussion Questions: Do you agree that there is more pressure to look good than ever before? What do you see as the apparent disconnect between consumers' strong desire to look better and actual purchases of products that might improve their appearance? Where do you see opportunities at retail?