The Psychology of Beauty Product Consumption

It is no secret that the way a woman feels about herself is greatly affected by the way she looks. Study after study proves that the better a woman feels about her physical appearance the happier and more comfortable she will feel. It's no wonder women spend so much money on beauty products. A study done in the UK claims that a woman will spend ₤25,776 on pampering themselves throughout their life (ElixirNews.com). If you also factor in the value of the US $ compared to the United Kingdom ₤ that number is closer to $50,760. Now that is a lot of money.

The February issue of Vogue UK features a story about the psychology of beauty product consumption. The article acknowledges the subtle psychology that companies use to entice consumers. The chances are much greater that comsumers will buy a product if they somehow believe they need it or that a product will make them feel better about themselves.


Since working in research and marketing, I am familiar with the terminology "creating a story" for advertisers. Basically in the beauty world, editors call a well-packaged product with a creative marketing plan a "story." People relate more to a "story" than merely a bottle of hand creme. If advertisers can convince a consumer that they will look more youthful, attractive, and fix certain 'flaws' then the chance of them buying the product is much greater. There is no doubt that people have preconceived notions about skin care and beauty that affect their buying. For example the popularity of French products like Estee Lauder, L'Occitane en Provence, Lancôme Paris, L'Oréal Paris, etc. En general these products exude the perception that they are high quality and exceptionally effective. Is this necessarily the case? I do not doubt the quality of such products however I do not think that the mere fact that they are from France makes them any more exceptional than any other brand.


Still companies are very aware of the fact that women interact with product by processing signs and building ideas of product image in their minds. For this reason, packaging is extremely important. Jars are seen as higher than tubes, and if you notice most high end skin care lines will come in jars, not tubes. Other products call for the consumer to appy the product with an applicator. Is this necessary? Definitely not. Putting on a creme with your hands is just as effective, however the applicator makes the product seem well, of higher quality. Scents and essential oils are also an important part of a consumer's decision to buy a product as well as the company's decision as to what image they want to portray. Natural products will attract a certain audience of consumers that are health conscious rather than the consumer who is looking for the latest technology to get rid of wrinkles.


It is impossible to be fully disaffected by the images we receive from clever advertising. A lot of what we know about a product surrounds it's image and the way it's advertised. A product junkie like myself, I know that I have been affected by such tools plenty of time, the key is to never loose track of what you are searching for and get caught up in all the hype.