All of us peeked into someone else’s toilet cabinet at least once, whether we admit it or not.
Naturally, we did that because at that exact moment we needed a Band-Aid, wet wipes or a deodorant. Maybe it’s easier to justify our curiosity in this way, but to put it simply, we peeked into someone else’s toilet cabinet mostly to see what its owner likes, which type of products they use, and whether they are expensive.
In the first issue of “Lepota i zdravlje” magazine a global research of the McCann Truth Central expert team called “All around the world through 80 cosmetic cabinets” was presented. In this research you can find what bathrooms around the world have in common, from Australia to Canada, from South Africa to Serbia. Beside the employees of the McCann agency in Belgrade, our colleagues from the agencies in Tirana and Sarajevo took part as well.
The research is a part of two studies, about beauty and a healthy lifestyle, conducted by McCann Worldgroup and executed as part of the McCann Truth Central expert center. This center has the duty of discovering and identifying habits in our surrounding using results from extensive researches which enable the clients to fully understand the market in which they are working. With 168 centrals around the world, among which is McCann Truth Central Beograd, the research center has access to almost unlimited sources of quality data. This enables an authentic perspective of the global trends, as well as a possibility if understanding local and regional characteristics of individual markets.
AROUND THE WORLD IN 80 BATHROOM CABINETS
THIS WAS THE TITLE OF A GLOBAL STUDY CARRIED-OUT BY ONE OF THE LARGEST AGENCY NETWORKS IN THE WORLD, MCCANN WORLDGROUP. CARRIED OUT WITHIN THE MCCANN TRUTH CENTRAL EXPERT CENTER, THE STUDY ALLOWED US TO PEEK INSIDE 80 BATHROOMS AROUND THE WORLD.
What did they have in common? Predictably, all bathroom cabinets, no matter in which part of the world, contained at least one dental tool, one type of soap and one type of moisturizing cream. These three products are an integral part of each individual’s personal hygiene. The majority of people interviewed stated that they could not live without those products.
Which products make us blush, and which ones do we praise? Despite the common characteristics, bathroom cabinets are largely personal spaces created by individuals. Therefore, some will probably find it odd to find several hydrating creams or face masks in other people’s bathroom cabinets. When asked about the products they were embarrassed about, almost all males mentioned acne creams, whereas females pointed to tampons and sanitary towels. On the other hand, knowing that guests will, after taking a look in the mirror, gladly take a look into our bathroom cabinet, we make sure to supply said cabinets with products that make us proud – expensive face creams, famous perfumes, branded body lotions, hair styling products etc. The bathroom cabinet shelves will often contain products that we often use, such as homemade body oils or uniquely formulated creams.