Samsung Research Identifies A New Type of Savvy Domestic Goddess – The ‘Kitchenista’

on October 3, 2014
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Do you keep your beauty products in the fridge? Does your partner? If you’re nodding, you’re one of the millions of Europeans swapping the bathroom beauty cabinet for the refrigerator. This growing trend indicates the emergence of a new type of domestic goddess across Europe – the ‘Kitchenista’.

Across Europe, more than 22 million women – that’s one in five – keep fashion and beauty products in the fridge, according to new research* by the team behind the innovative Samsung Food Showcase refrigerator, the ultimate ‘kitchen organiser’. From lingerie to insoles, nail varnishes to eye masks, cashmere to Crème de la Mer, the new chilled beauty revolution is gathering pace.

Across Europe, almost one in five women keep beauty and cosmetics in the refrigerator.

The research reveals that Poland tops the poll for producing the highest number of ‘Kitchenistas’ in Europe with almost two in five women (6.3 million) using their fridge to keep beauty and cosmetics chilled. Germany ranks second place with 5.3 million women using their refrigerator as a beauty store and France claims third position with 4.5 million.

However, in the fashion stakes, it is the home of couture, France, which claims the highest number of ‘Kitchenista’ goddesses. The findings highlighted that over half a million French women store certain fashion items in the fridge. This represents more than a third of all European women who keep fashion items in the fridge. Having truly embraced this trend, the French female population clearly understands that keeping the right fashion chilled keeps you looking cool at all times.

Over half a million French women store certain fashion items in the fridge.

Renowned international beauty expert, Emma Hill, recently said: “With an increasing number of women spending more on fashion and beauty, it makes sense that we are seeing a significant percentage of women across Europe trading their bathroom beauty cabinet for the refrigerator. It is a trade secret in beauty circles that keeping certain product essentials chilled not only enhances the feel-good factor but keeps the products fresh and more effective for longer.”

Samsung's Food Showcase Refrigerator, inspired by what people actually want, offers the perfect solution for 'Kitchenistas.'

When it comes to refrigeration, not all fridges are created equal. For the Kitchenista beauty aficionado, this matters. Samsung’s new Food Showcase Refrigerator is a new concept in fridge design that’s inspired by what people actually want. It cools evenly, from top to bottom; there are clearly defined ‘zones’, allowing different family members to keep any items they want organised in one place whilst not bothering the rest of the household, and it maximises space so there is more space inside than other side-by-side refrigerators. The separate front section in the door – the ShowCase – has transparent compartments.

Luke Mansfield, Samsung’s Head of Innovations in Europe, revealed his interest in the findings, saying: “We think the research results are fascinating. We put so many more demands on our refrigerator these days that go beyond storing the weekly grocery shop. Ensuring all products, food and non-food items, are stored as effectively as possible is of paramount importance to today’s modern households. We designed our Samsung Food Showcase with unique zone to enable effective storage of all  items,  so that the consumer can easily organise and access them. The unique and innovative design of the fridge offers flexible storage solutions for keeping everything of all shapes and sizes chilled at the perfect temperature at all times to keep them fresh and effective for longer.”

With its innovative design and optimal use of space, the Samsung Food Showcase offers the perfect solution for the growing number of Kitchenistas wishing keep beauty products cool, clean and safely out of the reach of children.

*Independent research by Kantar media – nationally representative online research across five markets among adults 16+yrs, c. 1000 interviews per market

**All functionality features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice or obligation. 

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