A few key insights
“I am very happy with my body and looks”. According to the report only 22% of consumers are happy about the way their bodies look which leaves almost 80% who would like to look better. Broken down further, 25% of the males interviewed were happy with their bodies, while only 10% of white women were. Black male respondents seemed happier than the rest with their body image (31%) as well as our youth aged 16-24 (31%).
Good health vs. self esteem. The report suggests that there may be a link between good physical health and the esteem levels of consumers with 55% of respondents agreeing that if they look good, they feel good. Interestingly enough, even though 64% describe their health as good and 14% excellent, there is still space in consumer’s minds for them to look even better. Are we ever happy?
Hair. Only 34% of people responded that they are “very happy” with their hair “which is why people spend small fortunes on washing, ‘feeding’, cutting, dyeing and styling their crowns of glory.” The report suggests that hair is a lucrative industry due to the amount of control we have over it and its transformative powers. Black is the most prevalent colour (39%) - with 91% of black respondents and 3% white respondents- followed by brown (24%) with 35% white and 9% black.
Alcohol Consumption. 10% of our population drink alcohol everyday and are more likely to be white (18%). Only 2% of black respondents drink every day. People over the age of 50 (22%) are more likely to everyday than any other age group. In South Africa, alcohol consumption is a popular activity according to the report that quotes SAB’s stats: we drink 2.5 billion litres of alcohol a year!
Nutrition Supplements. According to the report 36% of those sampled use food nutrition supplements, 39% female, 33% male. 47% of these were white and 24% black. White females (50%) are more likely with black males least (20%). 43% of those over 35 used supplements and 27% of those under 35.
Cosmetic surgery. Only 7% of those surveyed have gone under the knife to enhance their looks with 17% being white women. 31% would consider it with 42% of them being women. 50% of white women would consider plastic surgery and 36% black.
On the topic of plastic surgery...
Marketing to the insecure vs. a real people approach.
The report’s commentary is direct in its opinion about marketing to the insecure. It states, “For many corporations and businesses, it’s important that we feel a little insecure: if everyone was happy with the way they look, these markets would shrivel up – and even a marginal rise in global self-esteem could translate into massive revenue losses.”
But is this the best approach and are all brands the same? Director of WhyFive consulting Stuart Lowe states that those who enter a retail space with a “positive frame of mind about their body image and a more expansive view of the world” may buy more as a result of this. These consumers would want to maintain this good feeling as opposed to “dragging your bones into a retail store” making a grudge purchase. Brands such as Dove which focuses to heal the rift between our internal, skewed body images vs. “Real Beauty” continue to gain momentum drawing the attention of consumers.
The SA Body Image Report 2013 is probably one of the most interesting reads that you will come across as a marketer and a South African individual who may or may not allocate a sizable percentage of your monthly budget to satisfy your narcissistic tendencies (which you may or may not have – we’re not in the business of judging here). Our coverage of the report is limited in scope. It is loaded with interesting insights that will not only inform the research of those in the cosmetics and perfume industry but every marketer who is keenly interested in understanding the inner mind of their consumers.
- See more at:
http://www.theredzone.co.za/599-how...ics-and-perfume-industry#sthash.Rj8Il36x.dpuf
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