New report reveals regional consumer trends to help brands "better navigate" each market’s unique demands
Beauty tech platform Revieve has shared the trends it expects to shape the beauty industry globally in 2024 and beyond, revealing how each market delivers unique consumer trends and behaviours and what businesses can do to target this.
By examining consumer interactions and preferences during the first quarter of 2024, the report shares key beauty insights to help brands and retailers strategically position themselves for the future.
This analysis focusses on the five global markets: Asia-Pacific, Europe, the Middle East, the United Kingdom, and the United States, providing recommendations to help beauty businesses better navigate each market’s unique demands and preferences.
Sampo Parkkinen, CEO at Revieve, said: "Our 2024 Global Skincare Report underscores the importance of understanding and priorities in the dynamic beauty and skincare industry. By leveraging these insights, beauty brands and retailers can strategically position their products to meet evolving consumer demands and drive engagement and sales."
The data
Skincare concerns
The new report highlights regional differences in consumer skincare concerns. In the UK, hydrating skincare products are particularly in demand, accounting for 35% of all skincare sales —and reflecting the nation's unique climate challenges.
There is also a growing demand for skincare solutions tailored to sensitive skin, with products containing soothing ingredients like ceramides and peptides becoming more popular. These now make up about 25% of purchased skincare products, highlighting a significant trend towards gentle, protective care.
In other regions, consumers in APAC are concerned with oiliness and acne due to high humidity and urban pollution. Meanwhile, Middle Eastern consumers prioritise sun protection, hydration, and anti-aging due to the arid climate, and the US presents a wide range of skin concerns such as acne, aging, and hyperpigmentation.
Sustainability & Ethical Practices
The UK beauty market is also witnessing a strong shift towards brands that embody ethical practices and sustainability.
The data suggests that these consumers are increasingly prioritising sustainability, with ethically sourced and eco-friendly products leading the market. In particular, consumers are increasingly loyal to indie brands that are transparent about their sourcing and production processes, marking a key area for brand differentiation.
This trend continues across Europe, where Revieve highlights the region's strong engagement with eco-friendly products, urging retailers to expand their product lines to cater to market demand.
Meanwhile, in APAC, younger demographics dominate with a high preference for digital engagement and mobile interactions, and in the US, there is a significant opportunity to leverage personalised marketing strategies and innovative product offerings.
Shopping habits
UK consumers are generally well-informed and practical, focusing on products that deliver visible results. Revieve believes the region stands out with its consistent traffic and impressive conversion rates, suggesting a market of discerning but loyal customers.
The APAC region has seen 337.3% surge in traffic, a testament to burgeoning interest in beauty trends. However, the intrigue seems to pause at browsing, with notably low conversion rates. Contrasting sharply, the Middle East shows robust engagement. Here, consumers are not just visiting; they’re engaging deeply, demonstrated by high add to cart and checkout rates.
In the US, the vast traffic highlights a diverse consumer base with a plethora of preferences. The report reveals that American consumers respond well to personalisation, indicating potential for more tailored marketing strategies to boost the initial interest into tangible interactions.
Delivering a digitally-driven, personalised brand experience through its enterprise-grade beauty and wellness technology platform, Revieve leverages a range of AI technologies, including advanced Generative AI, to deliver "next-gen" consumer experiences.
Integrating personalised shopping solutions with global brands and retailers, from No7 to Shiseido, the company's portfolio of solutions includes the AI Skincare Advisor, AI Makeup Advisor, AI Makeup Artist with Virtual Try-On, AI Suncare Advisor, and more.