【Circana】2024年包容性美容推动销售报告_17页_3mb

Inclusive Beauty Drives Sales Report Summary

Introduction

The beauty industry plays a key role in setting standards for inclusion and influencing consumer self-perception. Studies show that Gen Z and millennials would stop using a beauty brand if it lacks inclusivity or social responsibility. Circana, in partnership with SeeMe Index, analyzed data to demonstrate that higher inclusivity correlates with faster sales growth for beauty brands.

Key Points:

• Consumer expectations for inclusivity (gender, race, age, body size, abilities, sexual orientation) are at an all-time high.
• Brands with higher inclusivity scores on SeeMe Index grow 1.5X faster than less inclusive counterparts in the US beauty market (Jan-Jun 2023).

Methodology

SeeMe Index measures inclusivity holistically using AI across three consumer-facing components:

1. Public Ads (gender expression, skin tone, age, sexual orientation, body size, visible disability).
2. Product Positioning (shade range, product testing, imagery).
3. External Commitments (brand platform, charitable initiatives).
   Scoring is based on six identity dimensions, with an Inclusive Quotient (IQ) score ranging from 0-300 and categorized into four quartiles: Certified Inclusive, Acts Inclusive, Feels Inclusive, and Thinks Inclusive.

Key Findings

• Certified Inclusive brands (e.g., M·A·C, Dove, Fenty) grew 18% faster than less inclusive brands (12%) in Jan-Jun 2023.
• These brands excel holistically across ads, product, and external commitments.
• Inclusivity is a business imperative, alongside factors like product quality and distribution.

Differentiating Certified Inclusive Brands

1. Holistic Approach: Inclusivity is integrated into all aspects of the brand, not limited to silos.
2. Intersectional Thinking: Actions align with brand purpose and identity dimensions.
3. Transparency: Brands report progress and provide clear commitments, visible year-round.

Steps to Become More Inclusive

1. Measure: Assess current inclusivity levels against competitors.
2. Set Goals: Use data to prioritize identity groups and set specific targets.
3. Monitor Continuously: Track progress year-round to stay aligned with consumer expectations.
4. Simplify and Start Small: Focus on key areas like skin tone or age representation, not overwhelming commitments.

Case Studies

• M·A·C: Certified Inclusive; 30-year commitment to Viva Glam for AIDS education and expanded equality efforts; excels in ads, product language, and external commitments.
• Fenty Beauty: Industry leader in skin tone inclusivity with 50+ foundation shades; also features diverse body sizes and disabilities; 82% sales growth in H1 2023.
• Rare Beauty: 124% sales growth in 2023; emphasizes accessible packaging, mental health advocacy, and inclusive social impact.

Role of AI in Inclusivity Measurement

SeeMe Index uses responsible AI, including partnerships with organizations like Alltold to measure ads accurately (e.g., Monk Skin Tone Scale for broader skin tone representation). AI enhances data-driven insights while ensuring bias mitigation.

Conclusion

Inclusivity is both a human and business imperative. Brands ignoring inclusivity risk falling behind, as consumers increasingly demand representation and ethical practices, driving sales for certified inclusive companies.