1 in 5 women cutting back beauty products amid cost-of-living crisis

Published 24th Aug 2022 by PB Admin
1 in 5 women cutting back beauty products amid cost-of-living crisis

The cost-of-living crisis has led to British women giving up some of their “non-essential” expenses such as manicures, make-up and skincare products in order to save money, according to new research.

97% of women in the UK have been affected by the cost-of-living crisis, with almost two thirds feeling anxious about the future (63%), a study by cosmetics retailer Avon has revealed.

Meanwhile, over a third feel out of control when it comes to finances (40%) and guilty that they can't provide enough for their family (31%). 

89% of British women have been forced to give up “non-essential” items including eating out, holidays, new clothes and manicures. Over a third of women (38%) have given up their favourite branded products this year in favour of cheaper alternatives. 

One area particularly affected is cosmetics, with one in five women (20%) choosing to go without make-up, and 15% cutting back their skincare products.

The findings come from a global study of women across eight countries and three continents, as Avon and its team of scientists and experts discover just how women are being affected by the cost-of-living crisis.

The rise of the side hustle

Almost two thirds of British women (62%) have or are considering taking up a side hustle to help with the cost-of-living increase. This trend is even more prevalent around the world, with nine in 10 women in the Philippines (91%) and South Africa (93%) looking for new ways to make ends meet.

While over half of these women (52%) are doing so to help pay their bills, one in three (41%) want to be able to afford the little luxuries they used to have, such as takeaway meals, coffees and new clothes. 

A fifth of UK women (15%) want to continue being able to buy their favourite beauty products. The global research reveals that beauty products are particularly important to women in Brazil, with 27% considering a side hustle for this reason.

If you’re considering becoming a mobile therapist alongside your salon-based role, read our tips on becoming a mobile beauty therapist  

The choice between quality and affordability

Avon’s research into the cost of living also reveals the commonly held belief that products with a higher price tag are of higher quality. 

Almost two thirds of British women (60%) believe that more expensive make-up products are higher quality. This increases to 62% for skincare. This belief is even more prevalent around the world, with four in five Turkish women agreeing.

In a bid to maintain their lifestyles, nearly two thirds (58%) of British women have switched or would switch their make-up or skincare to cheaper alternatives.

Avon chief executive Angela Cretu said, “Around the world, women and their families are feeling the pressure of the increasing cost of living. With 98% of women globally affected, we must support each other where we can.”

Have you made any changes to combat the cost-of-living crisis? Let us know in the comments…

PB Admin

PB Admin

Published 24th Aug 2022

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