ThinkNow：2023年包容性的美容报告_19页_1mb

Cosmetics & Beauty Market Report Summary

Methodology

• Time Period: July 21 – August 07, 2023
• Method: Online survey
• Sample Size: 1,851+ respondents (various demographic subgroups)
• Screening Criteria: 18+ years old, self-identifying as Asian, African American, Hispanic, or N.H. White

Key Findings

1. Purchase Behavior

• Over 70% of respondents purchased cosmetics/related beauty products in the past 90 days.
• Significant increase in product purchases among men and Gen Z (ages 18-25) compared to 2020.
• Gen Z and Millennials are more inclined to buy products online or through specialty stores, while older cohorts often prefer drugstores or department stores.

2. Information Sources

• Friends and social media are the primary sources for product information.
• Social media ads and influencers are more influential among younger demographics.
• Men and N.H. Whites rely more on traditional sources like in-store displays and peer-to-peer recommendations, while racial minorities prefer social media.

3. Product Preferences

• Mascara, lip gloss, foundation, nail polish, and lipstick are among the most purchased products.
• Whites and Gen Z/Millennials show higher preference for lip gloss and lipstick.
• Consumers favor cruelty-free brands, products offering multiple skin tones, and varied price points.

4. Brand Perception

• L'Oréal and Maybelline are the most favored brands overall.
• Sephora, L'Oréal, CoverGirl, and Maybelline are perceived as the most "inclusive" brands.
• About 50% of consumers believe the cosmetic industry still adheres to heteronormative standards.

5. Purchase Channels

• Online and specialty stores are the most popular channels for purchasing cosmetics.
• Gen Z and Millennials dominate e-commerce purchases, while older groups prefer brick-and-mortar stores.

6. Usage Frequency

• A slight majority (approx. 33%) wear makeup every day.
• Frequent usage patterns vary by demographics, with Gen Z leading in daily wear.
• Many consumers report putting on makeup “when I feel like it”.

7. Demographic Insights

• Gen Z and Millennials show higher engagement with social media and digital marketing.
• Hispanics and N.H. Whites show higher purchase rates compared to some racial minority groups.