New survey shows Brits' cosmetic buying habits

New data reveals that the average British woman spends around £400 in a year on cosmetics, owning an average of 24 beauty products, whilst men spend just £230 annually. 

The research, conducted in June by Picodi.com, showed that most of the British women surveyed (74%) choose price as a major factor determining the purchase. Brand of cosmetics is crucial for 56% of the surveyed women, whilst 34% chose ingredients. Less important are influencers' recommendations and specialists' tips (both 23%) or friends' opinions (16%) for women. Likewise, majority of surveyed men (63%) said that the main factor in determining their choice is price, however the brand is also important for 54% as well as their own preferences (27%).

Thirty-eight percent of females surveyed buy cosmetics when they are discounted, in reserve, with 35% purchasing cosmetics when they run out and 27% whenever they feel like it.

As opposed to women, British men usually buy cosmetics when they run out (59%), with 27% buying cosmetics when they are discounted, and 14% when they feel like buying. 

Twenty-one percent of women surveyed always buy environmentally-friendly cosmetics, whilst 12% don't have any interest in the ecological aspect of beauty products, however 67% of surveyed women said that they only choose ‘green' cosmetics only when the price is reasonable. Half of the surveyed men declared that they do not care about products' ecological aspect, with one-third buying such cosmetics when the price is reasonable, and 17% preferring eco products no matter what.

Picodi.com prepared their report on survey results conducted among 9,300 people in 44 countries in June 2020.