Global beauty research finds Japanese are the 'most critical' of their looks

With summer fast approaching the northern hemisphere and consumers preparing to be ‘beach ready’, GfK has released the results on how satisfied people internationally are with their personal looks. 

Across the 22 countries surveyed, over half (55 per cent) of consumers aged 15 and over say they are satisfied with their looks, which includes over one in ten (12 per cent) who go as far as saying that they are completely satisfied.

The Japanese were found to be the most critical of their own looks, with 38 per cent reported to be 'not too satisfied' or 'not at all satisfied', followed by the British, Russians and South Koreans at 20 per cent and the Swedes tying with Australians at 19 per cent.

According to GfK, these findings are key for businesses in the beauty and personal grooming sectors in identifying how messaging can resonate more strongly with specific markets or target groups.

Fine tuning the message...​

In countries like Japan, UK and Russia, analysts say significant numbers will respond to ‘improve or change your look’ marketing, while consumers in Mexico and Turkey are more likely to respond to offers around ‘refine and maintain your look’.

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 per cent saying they are fairly satisfied and 12 per cent completely satisfied. However, men are more likely to be neutral about this question than women (31 per cent versus 27 per cent),​" the survey reveals.

When it comes to being dissatisfied with their looks, analysts say women creep ahead of the men, but only by a few points – 14 per cent being not too satisfied, compared to 11 per cent of men, and 4 per cent being not at all satisfied, compared to 3 per cent of men.