The basics

Europe’s 500 million consumers use cosmetics to protect their health, enhance wellbeing and boost their self-esteem. Cosmetics have a wide range of benefits that are both functional and emotional.

Functional benefits

Cosmetics contribute to improved wellbeing and healthy lifestyles. Body care products such as soaps, shower gels or antiperspirants make us feel clean – consumers refer to maintaining good personal hygiene as the primary reason for using cosmetic products.  Moisturisers, anti-aging creams, serums and other skin care products help us keep our skin in good condition and protect it. Make-up and perfumes allow us to change our appearance and smell the way we want.

Simple tasks such as washing our hands with soap can help prevent illness by protecting us from pathogens. The leading causes of child mortality in developing countries are diarrhoea and respiratory infections. Their spread can be prevented by handwashing with soap. Using an alcohol-based hand rub or washing hands with soap and water was also listed by the World Health Organisation as the first basic protective measure against coronavirus.

Using toothpaste, particularly when it contains fluoride, helps prevent caries and has other benefits for dental health. There can be significant economic advantages to using personal care products too. Taking dentistry as an example, preventing tooth decay by using toothpaste far exceeds the costs of treatment.

Protection against harmful UV radiation is recognised as an important part of healthy living. Sunscreen products, when used appropriately, help prevent sunburn, skin cancer and premature skin aging.

Emotional benefits

Cosmetics can help improve our mood, enhance our appearance and boost our self-esteem. They are also a way of exhibiting personal style, making them an important factor in social expression.

The European Consumer Perception Study commissioned by Cosmetics Europe in 2022 revealed that “feeling good about oneself” was one of the top three reasons to use cosmetics.

For more insights from the European Consumer Perception Study 2022, click here.