Rising image consciousness among consumers draws international celebrity beauty brands to India, says GlobalData

16 May, 2024 Rising image consciousness among consumers draws international celebrity beauty brands to India, says GlobalData

Posted in Consumer

The omnipresence of social media is driving consumers to be increasingly image-conscious, embracing the so-called digital narcissism popularized by celebrities and influencers on platforms such as X, Facebook, and Instagram. In a recent GlobalData survey, 31% of Indian respondents stated that social media is an essential influencer of a purchase decision*. As such, the Indian market has become attractive for international beauty brands, according to GlobalData, a leading data and analytics company.

Meenakshi Haran, Consumer Lead Analyst at GlobalData, comments: "Consumers increasingly consider looking good to be an important aspect of being successful, undeniably influenced by influencers and celebrity culture, resulting in them being highly image conscious. As many as 57% of Indian consumers admit they are very/quite likely to buy beauty products recommended by celebrities*."

Francis Gabriel Godad, Consumer Business Development Manager, GlobalData India, adds: "Consumers conflate their image and status in society as currency, depicted through one's appearance, purchasing decisions, and brand affiliations. They even view brands as an extension of themselves, prompting players to pay close attention to the values and aspirational traits their products align with."

Haran continues: "Typically, the desire to look and feel good is high among young consumers, who seek to align with brands popularized by celebrities and whose values they identify with. As many as 56% of Gen Z and 65% of Gen Y respondents are very/quite likely to buy products recommended by social media/YouTube influencers*.

"India's large youth population, coupled with its high internet accessibility, makes the country an attractive market for leading international beauty brands. Kylie Cosmetics by Kylie Jenner, an American social media mogul, recently announced its entry into India to capitalize on the country's youth, whose shopping habits are increasingly influenced by social media."

Godad concludes: "India's cosmetics and toiletries market is expected to witness robust growth of CAGR between 5-7% in the future^#, suggesting the prospects offered for beauty brands operating in the country. This potential will attract more brands to venture into the Indian market in order to drive sales in the coming years."

*GlobalData 2023 Q4 Consumer Survey - India, published in December 2023, 500 respondents