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Nov 1, 2022
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Skincare masks, perfume among first luxuries UK women will cut - Clarins report

Nov 1, 2022

Beauty products are often seen as one of the key areas that will be the last to be cut when consumers are facing tough times, with the so-called lipstick effect meaning they still see such products as luxuries they can afford. However, a new study from high-end beauty company Clarins has shown there are certain beauty areas that could face the axe during the cost-of-living crisis.


Beauty Daily by Clarins surveyed 2,000 UK consumers and found that out of all beauty products, face masks are the first product British women would ditch from their beauty routine if money was tight. Masks are followed by perfume and facial exfoliators.

Also in the top 10 of items to go are toner, face serum, eye cream/serum, cleanser, primer, body exfoliator and lip balm. It’s interesting that Britons are more likely to remove certain skincare items from their beauty routines than make-up if money is an issue. 

It also also interesting that fragrance’s place high on the list of items to cut also comes with a caveat. During good times, it’s actually seen almost as an essential. If money isn’t an issue, 57% of women say fragrance is a must-have part of their beauty routine. Clearly, what we deem “essential” changes drastically when we no longer have the financial means. 

Before cutting certain beauty products completely, a massive 92% of people would consider more affordable alternatives first and that’s definitely the case for facial moisturiser.

Despite Britons happily cutting a number of skincare products, facial moisturiser is considered the most essential component in a beauty routine, with 83% revealing they can't live without it.

When it comes to hunting around for cheaper products rather than ditching an item altogether, 45% of respondents said they’d seek a cheaper moisturiser, followed by 43% saying the same for cleanser. But only 12% would look or a cheaper version of a contour product, 13% for fake lashes, and 14% for lipliner.

Of course, finding a cheaper alternative isn’t always possible and that’s the case for many professional services. When looking at professional beauty services, the findings reveal that haircuts are the top treatment British women would stop getting done professionally at 38%, followed by hair colouring in second place, gel manicures in third, and acrylics fourth. 

This is all significant for the beauty sector as a huge 93% of those surveyed say they’re worried the rising cost of living will impact their quality of life so the cost-of-living crisis is clearly hitting home.

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