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COSSMA 7-8I2015 3 EDITORIAL Satisfied with your looks? Do you think that the attitude of males and females to- wards their looks differs? Usually, one would assume that women are far more critical of their looks. However, the comparison shows that both genders run equal in the per- centage that are happy with their looks – each standing at 43 per cent saying they are fairly satisfied and 12 per cent completely satisfied. The difference is that men are more likely to be neutral about this question than women. When it comes to being dissatisfied with their looks, 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. These findings also have thought-provoking implications for the beauty and personal grooming industry. In coun- tries such as Japan, UK and Russia, consumers are likely to respond to marketing messages implying an improved or changed look. On the other hand, consumers in Mexi- co and Turkey are more likely to feel addressed by offers that promise to refine or maintain their looks. Would you believe that over half of all people inter- nationally are fairly satisfied or completely satisfied with their personal looks? Across all 22 countries surveyed by the market re- search agency GfK, 55 per cent of consumers aged 15 and over say they are satisfied with their looks. This includes 12 per cent who even feel completely satisfied. In Latin America – Mexico, Brazil and Argentina – people are particularly happy with their looks. Mexico ranks highest when including those that feel fairly satisfied – 74 per cent, closely followed by Turkey at 71 per cent. Brazilians and Ukrainians come next at 65 per cent each, with the Spanish, Germans and Argentinians all tying at 62 per cent. In contrast, only 16 per cent claim any dissatisfaction with how they look, including 3 per cent who state that they are not at all satisfied. The Japanese are par- ticularly self-critical, with over one tenth of the popula- tion not at all satisfied. All in all, 38 per cent are not too satisfied or not at all satisfied, followed by the British, Russians and South Koreans all standing at 20 per cent and Swedes tying with Australians at 19 per cent. If you take a closer look at age groups, then there is a slight tendency for teenagers being most self-critical about their looks. Overall, 16 per cent of 15–19 year olds say they are “not too satisfied” with their looks, compared to 12–13 per cent for the age groups be- tween 20 and 59 years old. However, this difference does not materialise if we compare who of these age groups said they are not at all satisfied with their looks. Here, all the different age groups stand at either 3 or 4 per cent. Overall, people aged 60 and over are least self-critical, with just nine per cent being not too satisfied with their looks and three per cent not at all satisfied. Sincerely yours Angelika Meiss Senior editor, COSSMA PS: Our QR codes and our tablet-compatible e-paper will take you directly to TV clips, downloads, book tips and more Additional information at www.cossma.com/qr00025 or scan the QR code now! Your access codes for August: User name: cossma8 Password: nature DownloadsDownloads Follow us on: www.linkedin.com/in/cossma www.twitter.com/cossmamagazine www.facebook.com/cossmamagazin www.youtube.de/cossmatv COS1508_03_Edi_COS1409_03_Edi_GB 27.07.15 09:06 Seite 1 COS1508_03_Edi_COS1409_03_Edi_GB 27.07.1509:06 Seite 1

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