Key insights on American attitudes towards beauty products
The concept of genderless beauty products has been gaining significant traction in recent years. Once considered a niche market, skincare for men is no longer just a trend but a reflection of evolving societal norms. Data from YouGov Profiles sheds light on American attitudes towards beauty products, exploring whether gender-based products are still relevant, if consumers are open to a wider range of options, and whether product intuitiveness or lifestyle compatibility plays a role in purchasing decisions.
Do gender-based products still matter?
The data suggests that American consumers have mixed feelings about gender-based beauty products. According to YouGov, 46% of Americans disagree with the statement that having products specifically made for men or women enforces stereotypes. This means that a significant portion of the population sees no harm in products tailored to gender.
On the other hand, 37% of Americans agree that gender-based products reinforce stereotypes. Notably, both men and women seem to share similar views on this issue, showing that the divide is not particularly gendered itself.
Sticking to what they know
When it comes to beauty products, most Americans prefer to stick to what they know. According to YouGov, 61% of consumers report that they tend to rely on familiar products rather than exploring new options. This trend is even more pronounced among women, with 70% preferring to stick to their tried-and-true favorites, compared to 52% of men.
Despite this preference for familiar products, the data also shows that consumers enjoy the availability of a wide range of beauty options. Nearly four-fifths (79%) of American consumers agree that they appreciate having access to a variety of beauty products and services.
Intuitive products and lifestyle fit
The preference for products that seamlessly fit into one’s lifestyle also plays a significant role in how consumers choose their beauty products. According to YouGov Profiles, 52% of Americans prefer products that are intuitive.
In addition to simplicity, 64% of Americans report that they like products that reflect their lifestyle. Whether it’s eco-friendly packaging, multi-functional products, or minimalist skincare routines, consumers want their beauty choices to align with their personal values and daily habits.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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