Strength In Beauty

Nearly 70% of women globally think that being beautiful helps them get what they want out of life, and the same number believe that the relationship between happiness and beauty is directly proportional. 93% of women said they felt more confident overall when they knew they looked beautiful. Women are not shy about admitting that being beautiful does have its advantages, both in the personal and professional spheres. 80% agreed that looking beautiful makes it easier to find a partner or boyfriend and easier to find a good job. Clearly, looking beautiful is still a deep psychological need for women today, although they express a range of opinions on what constitutes beauty: asked about the effect they wanted to achieve as a result of their makeup routines, women of different nationalities gave very different responses. Chinese women, for instance, were much more driven by physical beauty than German women: 61% of Chinese said that they wanted makeup to make them look as young as possible, while only 14% of German women responded similarly. Consequently, while Powerful Peacocks and Seductive Foxes dominate the Chinese market, Comfortable Cats and Graceful Swans are dominant in the German market. Not surprisingly, Brazilian and Mexican women are almost overwhelmingly Social Butterflies or Seductive Foxes. These demographic differences reveal a valuable opportunity for beauty brands to customize their image and message in every country to appeal to the particular needs of those customers. Despite these differences, however, there has been a global, common evolution in what ‘beauty’ means to women today. Rather than seeking to conform to one global beauty sterotype, women are instead seeking to emphasize their individual beauty through good health and emphasizing their strongest features. While the language of aspirational beauty varies by geography—in the Philippines it is referred to as “putting the effort into effortless,” in France as “naturally perfect,”