TGI Global Consumer Barometer - Issue Twenty: The importance of looking young

In this paper, TGI analyse how concerned consumers in 11 national markets are with looking young. There is considerable variation between parts of the world, with Italians and Brazilians attaching the most importance to having a youthful appearance, and Americans and Britons the least.

The Importance of Looking Young

As anti-aging and anti-wrinkle products are fast becoming commonplace in bathrooms around the world, just how preoccupied are we with looking young? As usual, there is considerable variation between consumers in different parts of the world. Of 11 international markets analysed (see Figure 1), Italy is home to the highest proportion of consumers (65%) who agree that 'it is important to keep young looking'. In several other countries such as Brazil (64%), France (63%) and Iran (62%) agreement levels reach two-thirds of respondents. The lowest...

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