ThinkNow-2020年化妆及美容报告（英文）-2020.8-28页_1mb

报告摘要

Cosmetics & Beauty Report Summary (August 2020)

Core Content Overview

This report provides insights into consumer behavior in the cosmetics and beauty market, focusing on purchasing habits, information sources, and the influence of social media and diversity in product offerings. It is based on a national online study conducted between July 24 and August 8, 2020, involving a total of 1,525 respondents, including 501 Hispanics, 255 African-Americans, 254 Asians, and 515 Non-Hispanic Whites.

Key Findings

Purchase Behavior

Two-thirds (66%) of consumers have purchased cosmetics or beauty products in the past 6 months.
52% of cosmetic buyers have made online purchases in the past six months, with online being the most popular point of purchase.
42% of consumers are buying cosmetics a lot more or somewhat more online since the pandemic began.
African-American consumers are purchasing less, but almost 3 in 5 have still purchased cosmetics over the past six months.
Women are more likely than men to have purchased cosmetics in the past six months.
Millennials and Gen X are more likely than older age groups to have made purchases.

Information Sources

73% of consumers use online sources (search engines, YouTube, social media) to find information on cosmetics and beauty products.
Friends and family are also a major source of information.
Online search is the most popular source for product and brand information.
Social media influencers are increasingly influential, with 34% of cosmetic buyers relying on them for ideas.
Younger consumers are more likely to use online sources for information, while African Americans are least likely.

Influencer Preferences

63% of consumers follow at least one beauty influencer.
Kylie Jenner is the most followed influencer.
Male influencers are among the most popular, with Jeffree Star and James Charles being the top male influencers.
Asians and Boomers are less likely to follow beauty influencers.
Female influencers are more popular than male influencers, except among African Americans and Boomers, who are more likely to follow female influencers.

Store Comfort and Future Trends

Only 20% of consumers feel very comfortable trying cosmetics in-store.
1/4 of the rest feel they will eventually feel comfortable.
Non-Hispanic Whites, males, and those aged 23-54 are more likely to feel comfortable in-store.
Men are more optimistic than women about returning to stores in the future.

Brand Preferences

About half of recent cosmetic buyers prefer large/established brands, while 2 in 5 have no preference.
Males and younger consumers show a stronger preference for boutique brands.
Ethnicity is not a significant factor in brand preference.

Diversity and Inclusion

Diversity in skin tone offerings is considered very important by many consumers, especially Hispanics and African Americans.
Diversity and inclusion initiatives are also important, though Non-Hispanic Whites are more likely to pay attention to these issues.

Summary of Key Insights

Online shopping and information have become essential in the cosmetics and beauty category.
Diversity in skin tone is a key factor in consumer decision-making, often more important than other aspects like brand or corporate initiatives.
Social media influencers play a significant role in shaping beauty trends, especially among younger consumers.
Store comfort remains a concern, particularly among African Americans and Boomers, but optimism about returning to stores is present.
Brand preference is split, with large brands being preferred by about half, and boutique brands by a significant portion of males and younger consumers.

Additional Insights

Age and gender influence purchasing and information-seeking behavior, with younger and male consumers more active in online engagement.
Ethnicity affects the likelihood of following influencers and the importance placed on diversity in products.
Income and household size also play a role, with Asians and Boomers having different purchasing and engagement patterns.

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