65% of French Women see themselves as pretty
(79% of 20/24 ; 49% of 60 & +)
62% of French women thinks that in order to be pretty they should be happy first
(69% of 25/34 ; 56% of 60 & +)
25% of French women thinks that in order to be pretty they should first take care of their body
(28% of 15/19 ; 21% of 25/34)
(Ipsos - September 2011)
Body and skincare rituals are expressions of cultural heritage. The habits regarding body and skincare are passed upon generations through childhood socialization. Furthermore, there are several social motivations for the use of skincare products as skincare includes a psychological and social aspect.
The body, and in particular the skin, is regarded as a crucial indicator of oneself in the mind of the contemporary consumer culture. The skin is closely intertwined with the mind as the skin is a representation of the individual. It is a concept of the physical appearance and forms a substantial part of the physical identity. As a result, individuals observe their physical appearance, are conscious about their skin and the reaction of others in their communities.
One of the biggest concerns of consumers, and particularly women, is aging. The concept of aging is increasingly seen as a problematic issue. This is apparent in marketing communications about skincare which present ageing appearances as an issue. These advertisements aim to offer solutions to the ‘problem’ of aging. The target of these communications is primarily focused on women but a newer male market is developing.
All in all, the social meaning of skincare is related to the individual’s body image and the desire to look attractive and be accepted by others.
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