NUREMBERG, Germany, May 29,
2015 /PRNewswire/ --
- Over half of people internationally are fairly satisfied or
completely satisfied with their personal looks
- Teenagers only slightly more likely to be dissatisfied than
older age groups
- Japanese are the most self-critical, with over 1 in 10 "not
at all satisfied"
With summer fast approaching the northern hemisphere and
consumers preparing to be "beach ready", GfK has released findings
on how satisfied people internationally are with their personal
looks.
Across all 22 countries surveyed, over half (55 percent) of
consumers aged 15 and over say they are satisfied with their looks,
which includes over one in 10 (12 percent) who go as far as saying
that they are completely satisfied. In contrast, only 16 percent
claim any dissatisfaction with how they look, including three
percent who state that they are not at all satisfied. The remaining
29 percent are neutral.
Latin American countries are happiest
with their looks
Complete satisfaction with personal looks is highest in
Latin America, with Mexico, Brazil and Argentina all appearing in the top five for
the percentage of population claiming this. When we widen this to
include those who say they are fairly satisfied, as well as those
who are completely satisfied, Mexico remains on top, standing at nearly
three quarters (74 percent), closely followed by Turkey at 71 percent. Brazilians and
Ukrainians come next at 65 percent each, then the Spanish at 64
percent, with Germans and Argentinians tying at 62 percent. The
Japanese are the most critical of their own looks, with 38 percent
not too satisfied or not at all satisfied, followed by the British
at 20 percent, then Russians, South Koreans, Swedes and Australians
all at 19 percent.
These findings are key for businesses in the fashion, beauty and
personal grooming sectors in identifying how messaging can be
refined to resonate more strongly with specific markets or target
groups. In countries like Japan,
UK and Russia, significant numbers
will respond to marketing based around "improve or change your
look", while consumers in Mexico
and Turkey are more likely to
respond to offers around "refine and maintain your look".
- View infographic showing 22-country ranking:
http://www.gfk.com/PublishingImages/Press/GfK-Infographic-Looks-Countries.jpg
Teenagers only slightly more critical about their looks
While there is some lean towards teenagers being most
self-critical about their looks, it is not as heavy as might be
expected - and comes almost wholly from those who are a little bit
dissatisfied rather than entirely so. Overall, 16 percent of 15-19
year olds say they are "not too satisfied" with their looks,
compared to 12-13 percent for the age groups between 20 and 59
years old. And this difference disappears almost completely when we
look at those saying they are not at all satisfied with their
looks. Here, all the different age groups stand at either 3 or 4
percent. Overall, people aged 60 and over are least self-critical,
with just nine percent being not too satisfied with their looks and
three percent not at all satisfied.
Men and women are almost equal
Comparison of the male and female responses also sheds new light
on the assumption that women are more critical of their looks than
men. Both genders run equal in the percentage that are happy with
their looks - each standing at 43 percent saying they are fairly
satisfied and 12 percent completely satisfied. However, men are
more likely to be neutral about this question than women (31
percent versus 27 percent). When it comes to being dissatisfied
with their looks, women creep ahead of the men, but only by a few
points - 14 percent being not too satisfied, compared to 11 percent
of men, and 4 percent being not at all satisfied, compared to 3
percent of men.
- View infographic showing global average, men vs women:
http://www.gfk.com/PublishingImages/Press/GfK-Infographic-Looks-Total.jpg
For more information, go
to http://www.gfk.com/news-and-events/press-room/press-releases/Pages/1-in-10-completely-satisfied-with-their-looks.aspx
Press contacts:
Amanda Martin, Global PR,
+44(0)7919-624-688, press@gfk.com
Stefan Gerhardt, Global PR,
+49-911-395-4440, press@gfk.com
SOURCE GfK