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What today’s consumers want from personal care

With consumers’ needs and expectations evolving at pace, it is important for the personal care industry to adapt and realign to meet changing priorities.

In this article we will look at recent research that gets to the heart of consumer truth to help drive focused, effective innovation that reflects what people really want from their personal care products.

Product development and marketing has always relied on consumer insight. However, in the digital economy, consumer sentiment can take a sudden turn that leads to lasting changes in demands and expectations. It has never been more important for personal care brands to keep up with what people want, then react intelligently, efficiently and effectively.

To get a handle on this dynamic landscape, we recently conducted quantitative and qualitative research with more than 2,000 British adults. Our aim was to drill down into the essence of what today’s consumers want from personal care brands. And some of the answers were surprising.

For instance, we anticipated that environmental sustainability would be on people’s radar. But our survey saw

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Upcoming Events

in-cosmetics Korea 2022

Hall C, Coex, Seoul, South Korea
13 - 15 July 2022

SCSS Suppliers Day - SINGAPORE

SINGAPORE MARRIOTT TANG PLAZA HOTEL
Thursday 25th & Friday 26th August 2022

32nd IFSCC Congress

Park Plaza Hotel, Westminster
19-22 September 2022

in-cosmetics Latin America 2022

Expo Center Norte, Sao Paulo
21 - 22 September

Cosmetorium 2022

Palau de Congressos de Barcelona
28 - 29 September

SEPAWA 2022

Estrel Congress Center, Berlin
26 - 28 October

Access the latest issue of Personal Care Magazine on your mobile device together with an archive of back issues.

Download the FREE Personal Care Magazine app from your device's App store

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