French consumers seek control and authenticity

The latest wave of Kantar Media’s TGI France study highlights consumers eager to regain control over their choices, prioritizing simplicity, authenticity and a sense of control in their daily lives, from beauty to media.

In the cosmetics sector, personal well-being has emerged as the main driver behind product use, far ahead of image or seduction-related motivations. At the same time, the influence of social media is weakening: more than 60% of French consumers say they do not rely on spontaneous online recommendations when making beauty purchases.

The study also points to a growing aspiration for a more holistic lifestyle approach: nearly six in ten French people express a vital need for contact with nature, while 42% say they take care of their gut health to improve their overall well-being.

Finally, generative AI is being adopted mainly for practical everyday uses, while advertising attention continues to be largely dominated by television and cinema.