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Nobody’s Unpredictable

Nobody’s Unpredictable. HABITS OF SPANISH PEOPLE IN FRONT OF AESTHETICS AND BEAUTY 2006. Prepared for COSMOBELLEZA Elaborated by Jordi García / Ivan González. CONTENTS. INTRODUCTION 3 OBJECTIVES 5 METHOLOLOGY 9 RESULTS 14 4.1. INTRODUCTION TO USE OF BEAUTY PROFESSIONAL SEVICES 15

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Nobody’s Unpredictable

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  1. Nobody’s Unpredictable HABITS OF SPANISH PEOPLE IN FRONT OF AESTHETICS AND BEAUTY 2006 Prepared for COSMOBELLEZA Elaborated by Jordi García / Ivan González

  2. CONTENTS • INTRODUCTION 3 • OBJECTIVES 5 • METHOLOLOGY 9 • RESULTS 14 • 4.1. INTRODUCTION TO USE OF BEAUTY PROFESSIONAL SEVICES 15 • 4.2. HAIRDRESSING PROFESSIONAL SERVICES 19 • 4.2.1. Introduction to hairdressing professional services 20 • 4.2.2. The most demanded hairdressing professional services 21 • 4.2.3. How often people go to the hairdressing salon 23 • 4.2.4. To which kind of hairdressing establishment people are used to go 26 • 4.2.5. Money that people spend (average), every time that go to the • hairdressing salon 28 • 4.2.6. Perception of the cost regarding the last year 30 • 4.2.7. The purchase of advised products in the hairdressing salon 32 • 4.3. AESTHETICS CENTERS 34 • 4.3.1. Introduction to the aesthetics centers 35 • 4.3.2. The most demanded treatments 36 • 4.3.3. How often people go the the aesthetics centers 37 • 4.3.4. To which kind of aesthetics centers people are used to go 38 • 4.3.5. Money that people spend (average) every time go to the aesthetics • center and its distribution by treatments 39 • 4.3.6. Perception of the cost regarding the last year 41 • 4.3.7. The purchase of advised products in the aesthetics center 42 • 4.3.8. Starting age in the cosmetics treatments 43

  3. CONTENTS 4.4. PURCHASE OF BEAUTY PRODUCTS 44 4.4.1. Beauty products purchased during the last year 45 4.4.2. Kind of establishment 47 4.4.3. Degree of interest in a specific space for the sale of products 48 4.5. TANNING BEDS SECTION 50 4.5.1. People who have used Tanning beds 51 4.5.2. How often people use tanning beds 53 4.5.3. Place and reasons to use tanning beds 54 4.6. NAILS SECTION 55 4.6.1. People who has had a manicure in a professional center 56 4.6.2. Establishments where people use to go 58 4.7. COMPLEMENTARY ASPECTS 59 4.7.1. Preference for integral services 60 4.7.2. Services that the ideal Beauty Center should offer 63 4.7.3. Plastic Surgery 65 4.7.4. People who has had an antiaging treatment 69 4.7.5. Products used by men 73 4.8. GYIMNASIUM 74 4.8.1. Level and frequency of attendance at the gymnasium 75 4.8.2. Activities that people practise 77 4.8.3. Use of water services 78 4.8.4. Importance of Sports versus Water Services 79 4.8.5. Aesthetics treatments in the gym 80 4.8.6. Combination of the Ideal Gym 81 4.9. SPAs 82 4.9.1. People who visited some Health resort in 2005 83 4.9.2. Perception of the cost regarding the last year 84 4.9.3. Reasons to visit a Health resort 85 5. SYNTHESIS OF RESULTS 86

  4. INTRODUCTION

  5. 1. INTRODUCTION In the present document are exposed the main results obtained in the investigation that, at the request of COSMOBELLEZA, IPSOS has carried out with the principal aim of obtaining communication elements about the consumption habits of aesthetics and beauty professional services. The results of the present questionnairewill be analyzed “per se” and in comparison with the investigations carried out during the previous 6 years (2000 / 2001 / 2002 / 2003 / 2004 / 2005).

  6. 2. OBJETIVES

  7. 2. OBJETIVES The main objectives covered in the present investigation have been the following: HAIRDRESSING • Hairdressing services used • Frequency of attendance to the hairdressing salon • Kind of hairdressing salon • Budget in each service • Perception of cost in 2006 • The purchase of products advised by the hairdesser AESTHETICS CENTERS • Treatments used • Frequency of attendance to aesthetics centers • Kind of aesthetic center • Budget in each service • Distribution of the budget in face, body and tanning beds treatments • Perception of cost in 2006 • The purchase of products advised by the center • Starting age in cosmetics treatments HEALTH RESORTS / SPAs / THERMAL CENTERS • Introduction • Frequency of attendance • Budget in 2005 • Perception of cost in 2006 • Reasons to attend

  8. 2. OBJETIVES PLASTIC SURGERY • People who have had in some occasion some kind of plastic surgery operation • Future intention of having a plastic surgery operation • TANNING BEDS • People who used tanning beds in 2005 • How often people use the tanning bed • Number of tanning bed sessions • Kind of establishment • Reasons for the use of this service NAILS • People who have had a nails treatment in a professional center • Kind of center where people had a nails treatment • Preference of the professional center

  9. 2. OBJETIVES ANTIAGING • People who have had in some occasion an antiaging treatment • Future intention of having an antiaging treatment GYMNASIUM • People who are used to go to the gym • Frequency of attendance to the gym • Kind of activities that people practise • Utilization of the different services • Water services used • Importance given to the SPA services • Preference for the integral services: gymnasiums with hairdressing salon and/or aesthetics treatments FURTHER ASPECTS • Products bought in hairdressing salons /aesthetics centers • Kind of establishment for the purchase of the products • Attitude in relation to the integral services of hairdressing and cosmetics in the same center • Services that the ideal cosmetics and hairdressing center should offer • Use level of the products for the body care (men)

  10. 3. METHODOLOGY

  11. 3. METHODOLOGY • Collection of information: • The collection of information has been carried out by means of personal interviews, in “places with movement”, and by giving a structured questionnaire. • Universe: • The universe or population of reference has been defined by the following parameters: • Individuals (men and women) • From 20 to 60 years old • People resident in Barcelona, Madrid, Valencia, Sevilla, Bilbao, San Sebastián, Zaragoza or A Coruña.

  12. 3. METHODOLOGY • Sample – Sample Affixation • The final sample has been the result of 902 interviews to the universe above defined. • The sample affixation established has been the following: • Points of the sample • In each town, object of study, the interviews to be carried out have been distributed in the larger possible number of districts´, in order to ensure a good dispersion of the samples (with a minimum of 10 interviews in each district).

  13. 3. METHODOLOGY Error of the sample: The corresponding error of the sample calculated for a confidence level of 95,45% (2) and supposing the maximum statistical indetermination (p=q=50%), according to the formula corresponding to samples taken out from infinite universes: p . q  = ± 2 ----------- n is the following: being:  = error of the sample p, q= complementary probabilities n= number of interviews

  14. 3. METHODOLOGY • Supervision: • In order to ensure the goodness in the process of collection of information, the 15% of the interviews carried out in each one of the cities,has been supervised. • Field Work: • The field work has been carried out by interviewers of IPSOS between the 28th of December of 2005 and the 13th of January of 2006

  15. 4. RESULTS

  16. 4.1. INTRODUCTION TO THE USE OF BEAUTY PROFESSIONAL SERVICES

  17. 4.1. INTRODUCTION TO THE USE OF BEAUTY PROFESSIONAL SERVICES Percentages TOTAL (2000-2006) Base: total of interviews: 900-900-903-902-904-916-902 TOTAL Base: total of interviews: 902 Only Hairdressing Only Aesthetics Centers TOTAL HAIRDRESSING 100% Both TOTAL AESTHETICS CENTERS 34% Higher significant differences than year 2006 Lower significant differences than year 2006 P.1. In the last year, Have you used some of the following beauty professional services?

  18. Only Hairdressing Both Only aesthetics centers 4.1. INTRODUCTION TO THE USE OF BEAUTY PROFESSIONAL SERVICES Percentages Base: Total of Interviews SEX Man 304 Woman 598 T. HAIRDR.: 100 T. AESTH. C.: 8 T. HAIRDR.: 100 T. AESTH. C.: 47    AGE  20-30 229 31-40 230 41-50 225 51-60 218 T. HAIRDR.: 100 T. AESTH. C.: 37  100 36 99 34 100 28  Higher significant differences than the total  Lower significant differences than the total P.1 . In the last year, Have you used some of the following beauty professional services?

  19. Only Hairdressing Both Only Aesthetics Centers 4.1. INTRODUCTION TO THE USE OF BEAUTY PROFESSIONAL SERVICES CITY Base: Total of Interviews Barcelona 152 Madrid 150 Valencia 101 Sevilla 98 T. HAIRDR.: 99 T. AESTH. C.:26  100 33 100 41 100 40  Bilbao 108 San Sebastián 100 Zaragoza 100 A Coruña 101 99 44 100 24 99 36 100 34     Higher significant differences than the total Lower significant differences than the total P.1 . In the last year, Have you used some of the following beauty professional services?

  20. 4.2. HAIRDRESSING PROFESSIONAL SERVICES

  21. 4.2.1. INTRODUCTION OF THE HAIRDRESSING PROFESSIONAL SERVICES Percentages Base: Total of Interviews:(903-902-904-916-902) TOTAL Barcelona Madrid Man  Valencia Woman Sevilla 20-30 Bilbao  31-40  S. Sebastián 41-50 Zaragoza  51-60 A Coruña  Higher significant differences than 2005 Lower significant differences than 2005 P.1 . In the last year, Have you used some of the following beauty professional services?

  22. 4.2.2. HAIRDRESSING SERVICES PEOPLE USE TO DEMAND Percentages Base: People who has gone to the hairdressing salon:(2002: 895 – 2003:896 – 2004:904 – 2005:913 - 2006:898)   Higher significant differences than 2005 Lower significant differences than 2005 P.2 . What hairdressing services do you use?

  23. 4.2.2. HAIRDRESSING SERVICES PEOPLE USE TO DEMAND                         Higher significant differences than the total Lower significant differences than the total P.2 . What hairdressing services do you use?

  24. 4.2.3. HOW OFTEN PEOPLE GO TO THE HAIRDRESSING SALON Percentages Base: They have gone to the Hairdressing salon (781) (846) (895) (896) (904) (913) (898) P.3 . Generally, How often do you go to the hairdressing salon?

  25. 4.2.3. HOW OFTEN PEOPLE GO TO THE HAIRDRESSING SALON Percentages Higher significant differences than the total Lower significant differences than the total C I TY Base: They have gone to the Hairdressing salon (898) (150) (150) (101) (98) (99) (100) (99) (101)     P.3 . Generally, How often do you go to the hairdressing salon?

  26. 4.2.3. HOW OFTEN PEOPLE GO TO THE HAIRDRESSING SALON Percentages Higher significant differences than the total Lower significant differences than the total AGE S E X Base: They have gone to the Hairdressing salon (898) (303) (595) (228) (229) (223) (218)            P.3 . Generally, How often do you go to the hairdressing salon?

  27. 4.2.4. HAIRDRESSING ESTABLISHMENTS WHERE PEOPLE USE TO GO Percentages Base: They have gone to the hairdressing salon: (2001: 846 – 2002: 895 – 2003: 896 – 2004: 904 – 2005: 913 - 2006: 898) P.4 . What kind of hairdressing salons are you used to go?

  28. 4.2.4. HAIRDRESSING ESTABLISHMENTS WHERE PEOPLE USE TO GO Percentages Base: They have gone to the Hairdressing salon Higher significant differences than the total Lower significant differences than the total (898) (150) (150) (101) (98) (99) (100) (99) (101) (303) (595) (228) (229) (223) (218)               P.4 . What kind of hairdressing salons are you used to go?

  29. 4.2.5. MONEY THAT PEOPLE SPEND (AVERAGE), EVERY TIME THAT GO TO THE HAIRDRESSING SALON Percentages Base: They have gone to the Hairdressing salon:(2000: 781 – 2001: 846 – 2002: 895 – 2003:896 – 2004:904 – 2005: 913– 2006: 898) Higher significant differences than 2005 Lower significant differences than 2005 2000200120022003200420052006 Average 17,43 17,43 21,28 24,7 25,1 27,39 28,88  5% 2.0012.0022003200420052006 MEN 8,4 10,2 11,5 12,0 12,5 12,5 WOMEN 25,2 27,1 31,5 31,7 34,7 37,2  7% 20022003200420052006 Annual average cost 280 296 301 329 347  5% NOTE: In the questionnairesof years 2000 and 2001, we asked for “MONTHLY COST”, and from year 2002 on, we asked for AVERAGE COST every time he/she goes to the hairdressing salon. P.5. Approximately, how much do you spend every time that you go to the hairdressing salon?

  30. 4.2.5. MONEY THAT PEOPLE SPEND (AVERAGE), EVERY TIME THAT GO TO THE HAIRDRESSING SALON           Higher significant differences than the total Lower significant differences than the total P.5. Approximately, how much do you spend every time that you go to the hairdressing salon?

  31. 4.2.6. PERCEPTION OF COST REGARDING THE LAST YEAR Percentages Higher significant differences than 2006 Lower significant differences than 2006 C I TY Base: They have gone to the Hairdressing salon (896) (904) (913) (898) (150) (150) (101) (98) (99) (100) (99) (101)       Average 3,11 3,09 3,13 3,11 2,99 3,31 3,09 3,09 3,18 3,09 3,10 2,99 P.6. Think in the money that you spent the last year in hairdressing, do you think that this year (2006) will you spend... (Read the answers) than the last year?

  32. 4.2.6. PERCEPTION OF COST REGARDING THE LAST YEAR Percentages Higher significant differences than the total Lower significant differences than the total S E X AGE Base: They have gone to the (218) (898) (303) (595) (228) (229) (223) Hairdressing salon  Average 3,11 3,13 3,1 3,06 3,17 3,06 3,14 P.6. Think in the money that you spent the last year in hairdressing, do you think that this year (2006) will you spend... (Read the answers) than the last year?

  33. Don’t use to offer products / treatments I use to buy it I don’t use to buy it 4.2.7. THE PURCHASE OF PRODUCTS ADVISED IN THE HAIRDRESSING SALON Percentages Base: Have gone to the hairdressing TOTAL SEX 2003 896 2004 904 2005 913 2006 898 Hombre 303 Mujer 595      AGE 20-30 228 31-40 229 41-50 223 51-60 218 Higher significant differences than 2005 Lower significant differences than 2005 P.7. In the last year, Have you bought the products or treatments advised by the hairdresser?

  34. 4.2.7. THE PURCHASE OF PRODUCTS ADVISED IN THE HAIRDRESSING SALON Percentages CITY Base: Have gone to the hairdressing Barcelona 150 Madrid 150 Valencia 101 Sevilla 98         They do not use to offer products / treatments I use to buy it I don’t use to buy it Bilbao 99 San Sebastián 100 Zaragoza 99 A Coruña 101     Higher significant differences than 2005 Lower significant differences than 2005 P.7. In the last year, Have you bought the products or treatments advised by the hairdresser?

  35. 4.3. AESTHETICS CENTERS

  36. 4.3.1. INTRODUCTION TO THE AESTHETICS CENTERS Percentages Base: total of Interviews: (900-903-902-912-916-902) Barcelona TOTAL  Madrid Man Valencia Woman  Sevilla 21-30  Bilbao 31-40  S. Sebastián 41-50  Zaragoza 51-60  Higher significant differences than 2005 Lower significant differences than 2005 A Coruña P.1 . In the last year, Did you use Some of the following beauty professional services?

  37. 4.3.2. THE MOST DEMANDED TREATMENTS Percentages Base: They have gone to Aesthetics Centers:2002:200 – 2003:304 – 2004:347 – 2005:300 – 2006: 306 P.8 . What treatments are you used to use in the aesthetics center?

  38. 4.3.3. HOW OFTEN PEOPLE GO TO AESTHETICS CENTERS Percentages Base: They have gone to Aesthetics Centers (101) (182) ( 200) (304) (347) (300) (306) P.9 . Generally, how often do you go to the aesthetics centers?

  39. 4.3.4. AESTHETICS ESTABLISHMENTS WHERE PEOPLE USE TO GO Percentages Base: They have gone to Aesthetics Centers:(2000: 101 - 2001: 182 – 2002: 200 – 2003:304 – 2004:347 – 2005:300 – 2006:306) P.10 . To what kind of establishment do you use to go when you want a cosmetics treatment?

  40. 4.3.5. MONEY THAT PEOPLE SPEND (AVERAGE), EVERY TIME THAT GO TO THE AESTHETICS CENTER AND ITS DISTRIBUTION OF TREATMENTS Percentages Base: They have gone to Aesthetics Centers: (2000: 101 - 2001: 182 – 2002: 200 - 2003:304 – 2004:347 – 2005:300 – 2006:306) 2000200120022003200420052006 Average 31,2 27,1 28,4 28,9 29,5 29,6 36,1  22% 20022003200420052006 Annual average cost 338 345 352 353 433  22% Higher significant differences than 2005 Lower significant differences than 2005 NOTE: In the questionnaires of years 2000 and 2001, we asked for “MONTHLY COST”, and from year 2002 on we asked for AVERAGE COST every time he/she goes to the Aesthetics Center. P.11. Approximately, how much do you spend every time that you go to an aesthetics center?

  41. Facial treatments Body treatments Tanning bed 4.3.5. COST DISTRIBUTION IN AESTHETICS TREATMENTS Percentages Base: They have gone to Aesthetics Centers (200 – 304 – 347 – 300 - 306) 2006 2002 2003 2004 2005 P.12. From the total money that you spend in aesthetics treatments, Could you tell me which percentage corresponds to...?

  42. 4.3.6. PERCEPTION OF COST REGARDING THE LAST YEAR Percentages Base: They have gone to Aesthetics Centers (304 – 347 – 300 – 306) 2004 2005 2006 2003 Much more (5) Al little bit more (4) The same (3) A little bit less (2) Much less (1) Average 3,15 Average 3,16 Average 3,14 Average 3,17 P.13. Think in the money that you spent the last year in aesthetics centers, do you think that this year(2006) will you spend... (Read the answers) than the last year?

  43. 4.3.7. THE PURCHASE OF PRODUCTS ADVISED IN THE AESTHETICS CENTER Percentages Base: They have gone to Aesthetics Centers (200-304-347- 300 - 306) 2002 2003 2004 2005 2006 They do not use to offer produts / treatments I use to buy I do not use to buy Higher significant differences than 2005 Lower significant differences than 2005 P.14. In the last year, Have you bought the products or treatments that your aesthetics center has advised you?

  44. 4.3.8. STARTING AGE IN THE AESTHETICS TREATMENTS Percentages Base: They have gone to Aesthetics Centers (200 -304 -347 – 300 - 306) 2002 2003 2004 2005 2006 20022003200420052006 Average 23 years old 23 years old 22 years old 22 years old 23 years old Higher significant differences than 2005 Lower significant differences than 2005 P.15. Approximately, How old were you when you began to take care and decided to use an aesthetics treatment?

  45. 4.4. PURCHASE OF BEAUTY PRODUCTS

  46. They do not use to offer products / treatments I use to buy it I don’t use to buy it 4.4.1. BEAUTY PRODUCTS PURCHASED DURING THE LAST YEAR Percentages Base: They have bought products: 2002: 245 – 2003: 302 – 2004: 291 – 2005: 294 – 2006:318  HAIRDRESSING (898) AESTHETICS CENTERS (306) Base: (913) They have bought products P.7. In the last year, Have you bought the products or treatments advised by the hairdresser? P.14. In the last year, Have you bought the products or treatments that your aesthetics center has advised you? Higher significant differences than 2005 Lower significant differences than 2005 P.16 . Which products did you bought? Any other?

  47. 4.4.1. BEAUTY PRODUCTS PURCHASED DURING THE LAST YEAR Percentages Base: They have bought products: (TOTAL: 318 – People going to the hairdressing: 316 – People going to the aestheics center: 176)*     Higher significant differences than the total Lower significant differences than the total P.16 . Which products did you bought? Any other?

  48. 4.4.2. KIND OF ESTABLISHMENT Percentages Base: They have bought products: (TOTAL: 318 – People going to the hairdressing: 316 – People going to the aesthetics center: 176)* PEOPLE GOING TO THE HAIRDRESSING SALON PEOPLE GOING TO THE AESTHETICS CENTER TOTAL To a traditional hairdressing salon To a traditional beautician To an aesthetics center To a “mixed” establishment Others He/she does not know     Higher significant differences than the total Lower significant differences than the total (*) The sum of hairdressing (316) and Aesthetics C. (176) is higher in 174 cases than the total of purchasers (318), since these 174 use to go to both centers. P.17. In what kind of establishment did you buy these products? (Read the answers) (only one answer)

  49. 4.4.3. DEGREE OF INTEREST IN A SPECIFIC SPACE FOR THE SALE OF PRODUCTS Percentages Base: They have bought products: (TOTAL 2006: 318 - People going to the hairdressing 316 – People going to the aesthetics center176) Average (1-4)* 2,40 2,41 2,45 Total People going to the hairdressing People going to the aestetics center *Note: In the years 2000 until 2004, the scale goes from 11 to 13, and in 2003 it has been modified, now is from 1 to 4 P.18. Should you be interested in a specific space, inside the hairdressing salons or in aesthetics centers, dedicated to the sale of professional products of cosmetics and beauty? (Read the answers)

  50. 4.4.3. DEGREE OF INTEREST IN A SPECIFIC SPACE FOR THE SALE OF PRODUCTS Percentages Base: They have bought products: : (TOTAL: 2003:302 / 2005: 294 / 2006: 318) Average (1-4) 2,67 2,72 2,40 2,67 2,72 2,41 2,80 2,76 2,45 61 62 Total People going to the hairdressing People going to the aestetics center 49   61 62 49   64 63 52  P.18. Should you be interested in an specific space, inside the hairdressing salons or in aesthetics centers, dedicated to the sale of professional products of cosmetics and beauty? (Read the answers) Higher significant differences than 2003 Lower significant differences than 2003l

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