The McKinsey Beauty Consumer Survey 2025 was fielded in February 2025, with 1,000 to 1,500 respondents per market, across Australia, Brazil, China, France, Germany, India, Italy, Japan, KSA, South Korea, UAE, UK, and US.
The survey question was as follows: "Think about the brand per category you buy the most. Which of the following attributes best describes why you buy it the most?"
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Luxury beauty brand purchase worldwide 2025, by category
According to a global survey conducted in 2025, ** percent of consumers worldwide purchased fragrance brands because they were premium or luxury brands. This brand attribute influenced color cosmetics brand purchases for ** percent of consumers.
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