Oleon invests in consumer insights to help customers meet evolving market expectations
Oleon recently commissioned an in-depth consumer study in France and Germany, carried out by 10x Growth, to better understand what drives purchasing decisions in the personal care market. Our goal? To help our customers create products that truly resonate with today’s consumers and support their transition toward more sustainable solutions.
Why this research matters
The beauty and personal care industry is undergoing a major shift. Sustainability is no longer a trend, it’s an expectation. By listening to consumers, Oleon can provide brands with the right tools and technologies to stay ahead in this competitive landscape.
Key findings from the study
Sustainability has become a non-negotiable priority for today’s consumers. Gen Z and Millennials, in particular, are actively seeking products that reflect their values and are willing to pay more for eco-friendly solutions. This shift is driving brands to rethink their practices and embrace more responsible approaches. Transparency is equally essential. People want ingredients they can understand and trace. Brands that clearly communicate their sourcing and production processes are earning deeper trust and long-term loyalty. Skincare has taken the spotlight in post-pandemic routines. With a renewed focus on self-care, consumers are prioritizing skin health over makeup, favoring products that support wellness and natural beauty.
Social media continues to shape discovery. Platforms like Instagram, TikTok, and YouTube are where younger generations explore new products. Authenticity and honest reviews are more influential than traditional advertising, making genuine engagement a key strategy. Despite the growing number of choices, brand loyalty remains strong. Consumers return to products that deliver proven results and positive experiences, reinforcing the importance of efficacy and consistency in building lasting relationships
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