The Truth About Beauty

Laura Simpson, David Tucker and Arvind Raman
McCann Truth Central

Globalization and technology have made the beauty industry both more dynamic and more innovative. Easy air travel has given rise to a global fashion industry, and looks conceived of in one country can quickly become the desired style around the world. The Internet had made it easier for tips, tricks, reviews, recommendations, and even warnings to circulate at light speed among the worlds connected consumers. As these same forces propel the beauty industry to new scientific advances, it's important to understand what really matters to beauty consumers. Who sets the standards for beauty? What must one do to truly look beautiful? What does feeling beautiful mean? And what beauty dreams do we still have?

To find out the truth behind these questions, McCann Truth Central conducted 7,249 online interviews, a conjoint study, and 40+ focus groups in 15 global markets.