It seems consumers are finally beginning to love the skin they’re in – in some countries, at least. GfK recently released an international overview about how happy people are with their personal looks and the results were surprisingly positive.
Across the 22 countries, 55% of consumers aged 15 and above were satisfied with their looks: 12% said they were completely satisfied and just 3% were not at all satisfied. The results varied slightly between countries. Levels of complete satisfaction with personal looks were at their highest in Latin America. Nearly three quarters of Mexicans were satisfied with their looks, followed by Turkey at 71%. Brazilians and Ukrainians were in third place with 65%.
However, levels of dissatisfaction were highest in Japan, where 38% of people surveyed claimed to be not at all or not too satisfied with their appearance. Russia, the UK and South Korea were the next least satisfied with 20% of people unhappy with their looks in all nations, followed by Australia and Sweden at 19%.
Among teenagers, just 16% of 15 to 19-year-olds claimed to be unsatisfied with their appearance. Those aged over 60 tended to be the least critical of their image.
The results are expected to interest international conpanies who could tweak their marketing strategies to suit each region. GfK suggested beauty and personal grooming brands adjust their message from ‘improve your look’ in Japan, the UK and Russia to ‘maintain your look’ in Mexico and Turkey.
