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Unisex or mind the gender gap?
Attitudes to personal care
Ipsos MORI
81% 14% 4%2%All
Strongly / Tend to Agree Neither Agree nor disagree Strongly / tend to disagree Don't know
Traditional gen...
…But widespread agreement that there is still greater pressure
on women to look well groomed
77%
10%
Women Men
90%
4%
Wome...
Is it not socially acceptable for women to apply their make-up on public
transport?
Significant numbers think it is accept...
15%
6%
23%
15%
58%
77%
4% 1%
What men think What women think
Strongly / Tend to Agree
Neither Agree nor disagree
Strongly ...
52%
40% 40% 38% 36%
Oral health Body odour Wrinkles Dry skin Hair condition
39% 38%
34%
21% 21%
Body odour Oral health Bad...
Women spend longer on their personal care routines than men
How much time is spent on personal care routines per year…
Men...
Women are using far more personal care products than men
How many products have you ever tried/currently use?
Men use an
a...
Both men and women use care products designed for
the opposite gender
And there is an overlap in usage of some products fo...
The most common reason to use products for the opposite gender is convenience
Availability is the second most common reaso...
There is consensus that products will be more gender specific
in future
62%
16%,
Gender Targeted Unisex
In future personal...
In the future men wearing make-up will be the norm/ unremarkable
21%
30%
36%
32%
36%
31%
8%
8%
What men think
What women t...
www.ipsos-mori.com/
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13Document Name Here | Month 2015 | Version 1 | Public | Internal Use Only | Confidential | Strictl...
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Unisex or mind the gender gap - attitudes to personal care

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A new study looking at attitudes to personal grooming among more than 1,000 British adults. Most Britons believe women still face more pressure to be well groomed, new Ipsos MORI research published today finds. Whilst 85% of women and 78% of men agree women should be equal to men in society, nearly all women (90%) and 77% of men think that that society puts more pressure on women than men to look groomed, the findings show.

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Unisex or mind the gender gap - attitudes to personal care

  1. 1. Unisex or mind the gender gap? Attitudes to personal care Ipsos MORI
  2. 2. 81% 14% 4%2%All Strongly / Tend to Agree Neither Agree nor disagree Strongly / tend to disagree Don't know Traditional gender roles are becoming less relevant, most people Women should have the same rights and power as men in society... think women should be equal to men in society Q7. To what extent, if at all, do you agree or disagree with the following statements. - Women should have the same rights and power as men in society 76% 85% 18% 10% 4% 3% 2% 1% What men think What women think B=559 B=560 B=1119
  3. 3. …But widespread agreement that there is still greater pressure on women to look well groomed 77% 10% Women Men 90% 4% Women Men What men think… What women think… 68% 70% 84% 82% 78% 15% 11% 3% 9% 11% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-75 More pressure on women More pressure on men 97% 92% 90% 91% 85% 1% 3% 3% 4% 7% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-75 More pressure on women More pressure on men Base =560 Base =559 Q6a. Do you think there is more pressure on men or women to look well-groomed nowadays.: On a scale of 1-10. Codes 1-4 = more pressure on men, codes 6-10 = more pressure on women
  4. 4. Is it not socially acceptable for women to apply their make-up on public transport? Significant numbers think it is acceptable to apply make up in public…but men slightly more ambivalent Q7. To what extent, if at all, do you agree or disagree with the following statements. - It is not socially acceptable for women to apply their make-up on public transport 22% 32% 41% 5% What men think Strongly / Tend to Agree Neither Agree nor disagree Strongly / tend to disagree Don't know 26% 29% 42% 3% What women think Strongly / Tend to Agree Neither Agree nor disagree Strongly / tend to disagree Don't know Base =560 Base =559
  5. 5. 15% 6% 23% 15% 58% 77% 4% 1% What men think What women think Strongly / Tend to Agree Neither Agree nor disagree Strongly / tend to disagree While prescriptive dress codes for men and women may have It is fine to require female staff to wear high heels as part of a uniform code What men think… What women think… It is fine to forbid male employees from growing beards under an office uniform code 16% 12% 22% 19% 58% 65% 4% 4% What men think What women think Strongly / Tend to Agree Neither Agree nor disagree Strongly / tend to disagree B=560 B=559 What men think… What women think… been accepted in the past, views are now changing… Q7. To what extent, if at all, do you agree or disagree with the following statements. - It is fine to require female staff to wear high heels as part of a uniform code B=560 B=559 Q7. To what extent, if at all, do you agree or disagree with the following statements. - It is fine to forbid male employees from growing beards under an office uniform code
  6. 6. 52% 40% 40% 38% 36% Oral health Body odour Wrinkles Dry skin Hair condition 39% 38% 34% 21% 21% Body odour Oral health Bad breath Dry skin Dandruff Women worry more about personal care issues than men …but we all worry about similar things Average issues : 3.5 Average issues : 4.3 What men worry about… What women worry about… Base =559 Q5. Please tell us which of the following personal care issues you worry about. Base =560
  7. 7. Women spend longer on their personal care routines than men How much time is spent on personal care routines per year… Men spend an average of 192 hours on personal care activities per year Q3. Thinking of an average week, how often do you usually perform the following personal care activities? Q4. On each occasion, how much time on average do you spend on completing each activity? Base =560 Base =559 Women spend an average of 241 hours, 22 minutes on personal care activities per year
  8. 8. Women are using far more personal care products than men How many products have you ever tried/currently use? Men use an average of 6.4 Personal care products Q1. Which of the following products have you ever tried and do you currently use? Base =560 Base =559 Women use an average of 10.2 Personal care products Although men do also have a full bathroom cabinet
  9. 9. Both men and women use care products designed for the opposite gender And there is an overlap in usage of some products for the other gender… 18% 27% 15% 21% 48% 39% 34% 13% 0% 10% 20% 30% 40% 50% 60% S H A V ING R A Z ORS A N TIPE RSP IRANT/ DEODORANT / B ODY S P R AY S H A V ING F O AM S/ GE LS B O D Y M O I STURI SERS/ CRE AMS Men using women's products Women using men's products Q2a. Which of the following products, that were bought for FEMALE/MALE household members, have you ever used? Base= 442 (Males who have more than 1 person in the household) Base= 457 (Females who have more than 1 person in the household) In total…79% of men have tried products for women and 82% of women have tried products for men
  10. 10. The most common reason to use products for the opposite gender is convenience Availability is the second most common reason for men, while for women, it’s the product’s effectiveness Why men use women’s products… Why women use men’s products… 47% 47% 50% 51% 27% 26% 25% 27% 20% 15% 21% 25% 12% 20% 11% 9%7% 5% 9% 9%7% 12% 6% 8% 0% 10% 20% 30% 40% 50% 60% Convenience Easily available More effective Better quality More variety Cheaper 46% 49% 55% 37% 21% 26% 22% 30% 22% 18% 23% 33% 21% 16% 13% 22% 4% 4% 9% 9% 20% 16% 7% 10% 0% 10% 20% 30% 40% 50% 60% Shaving razors Shaving foams/gels Antiperspirant/ Deodorant/Body spray Body moisturisers Q2b. Why did/do you use these products? *indicates low base size (<80) B= 170B= 219 B= 156 B= 59* B= 120B= 83 B= 66* B= 95
  11. 11. There is consensus that products will be more gender specific in future 62% 16%, Gender Targeted Unisex In future personal care products will be more… What men think… What women think… 75% 10% Gender Targeted Unisex 58% 58% 65% 65% 62% 16% 14% 11% 17% 18% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-75 More gender targeted More unisex 81% 80% 80% 75% 66% 4% 8% 10% 11% 16% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-75 More gender targeted More unisex Base =560 Base =559 Q6b. In the future more personal care products will be On a scale of 1-10. Codes 1-4 = more unisex, codes 6-10 = more gender targeted
  12. 12. In the future men wearing make-up will be the norm/ unremarkable 21% 30% 36% 32% 36% 31% 8% 8% What men think What women think Strongly / Tend to Agree Neither Agree nor disagree Strongly / tend to disagree Don't know A fifth of men think men wearing make up will be the norm Q7. To what extent, if at all, do you agree or disagree with the following statements. - In the future men wearing make-up will be the norm/unremarkable B=560 B=559
  13. 13. www.ipsos-mori.com/ 13 13Document Name Here | Month 2015 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION) Claire Wotherspoon PR Manager 0207 347 3452 079 6663 9021 claire.wotherspoon@ipsos.com Pippa Bailey Senior Director 020 3059 4655 pippa.bailey@ipsos.com For more information

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