Mothers for women are the most important influencers 2

Mothers for women are the most important influencers

Hamburg (ots) – Mothers, girls and sisters have no major influence on the care of women's beauty, not on YouTube, Instagram and Co. It is the result of an international survey by the Ipsos Institute for Market Research and Opinion, which surveyed more than 19,000 people in 27 countries about their beauty ideals and their own personal body and face care.

Every other woman listens to beauty issues in her own environment

In the world, almost every other woman surveyed indicates that their own mother (49%), friends (48%) or sister or other family members (45%) have a strong or at least some influence on personal beauty routines. Four in ten women (41%) in Germany say they are influenced by their mothers when it comes to cosmetics and care. Every third German (33%) listens to friends or acquaintances about beauty, and every fourth (25%) listens to relatives like, for example, their sister. On the other hand, only one in five Germans believe in beauty tips in magazines (22%). Globally, the impact of magazines and other print media is slightly higher (33%).

Internet videos and Instagram only affect every seventh German

Relatively little impact on the body and facial care of German women has Internet videos, Instagram and other websites where photos are shared. Only about one in seven Germans receives tips from online videos (15%) or such photo sharing platforms. Eg. Instagram (14%). However, the impact of Internet influencers in the world is far greater: just under one in three respondents were already inspired by internet videos (34%) or Instagram (31%) in beauty issues.

Humor and confidence make women especially beautiful

The Ipsos poll also asked what specific features or characteristics meant for a woman or man's beauty. In Germany, women are especially beautiful when they are humorous (65%), confident (64%) and intelligent (63%). Less relevant are the physical characteristics and status of the woman. The financial success of women (28%), makeup (26%) or religious faith (17%) are particularly rarely associated with beauty.

Status is much more important in men than in women

Although traits such as self-esteem (67%), humor (64%) and intelligence (63%) are also most common among men, the status of a man is much more important than that of a woman. Almost every other German describes professional (45%) and financial success (44%) as a pretty or even extremely important feature of beauty in a man – because both genders are largely unanimous. Interestingly, one in three (35%) men surveyed in Germany consider youth to be an attribute of beauty in men, but only one in five women (22%) share this view.

Graphic Deck and PI on Ipsos website


The results are from Ipsos Global Advisor Global Attitudes to Beauty, and were collected between April 19 and May 3, 2019. An online survey surveyed 19,029 people from 27 countries. These countries include Argentina, Australia, Belgium, Brazil, Chile, China, Germany, France, United Kingdom, India, Italy, Japan, Canada, Colombia, Malaysia, Mexico, Peru, Poland, Russia, Saudi Arabia, Sweden, Spain, Spain South Africa, South Korea, Turkey, Hungary and the United States.

In Australia, Brazil, China, Germany, France, the United Kingdom, Italy, Japan, Canada, Mexico, Spain and the United States, about 1000 people were surveyed. In the other countries surveyed, the sample consisted of about 500+ persons. Data weighing was made to balance demographic characteristics to ensure that the sample reflects the current official structural data of the adult population of each country. In 15 of the 27 countries surveyed, the density of the internet is high enough that the samples can be considered representative of the national population – including Germany.

Brazil, Chile, China, India, Colombia, Malaysia, Mexico, Peru, Russia, Saudi Arabia, South Africa and Turkey have lower internet density. Therefore, these samples should not be considered representative of the population, but instead represent a wealthier part of the population, a growing middle class. However, this is a key social group when it comes to understanding these countries.

If the results do not add up to 100, this is due to rounding by computer number, multiple answers allowed, or the exclusion of "I don't know / no answer" mentions.


Ipsos is No. 3 in the global market research industry with more than 18,000 employees and a strong presence in 90 countries. Our research experts, analysts and scientists have a breadth of multi-specialist knowledge that provides deep insight into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We have combined our wide range of solutions into 18 service lines, thus supporting over 5000 customers worldwide.

Ipsos, founded in Paris in 1975, is still run by researchers today. In Germany, we have approximately 700 employees in six locations: Hamburg, Mölln, Berlin, Frankfurt, Nuremberg and Munich. Ipsos has been at Euronext in Paris since July 1, 1999. The company is part of the SBF 120 index and the Mid-60 index and is entitled to deferred settlement (SRD). ISIN Code FR0000073298, ISOS.PA, Bloomberg IPS: FP |

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Original content: Ipsos GmbH, news actuell reports
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