Table of Contents
Executive Summary
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- Top Takeaways
- Market Overview
- Impact of COVID-19 on Black women and color cosmetics
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on Black women and color cosmetics, July 2020
- Opportunities and challenges in response to COVID-19
- Cosmetic brands should offer free and deeply discounted products to loyal Black consumers during lean times
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- Figure 2: Beauty products’ spending priority, April 23-July 7, 2020
- A captive audience searching for at-home solutions can induce product trial
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- Figure 3: The Lip Bar Fast Face System advertising and Kiss Beauty Falsies advertising, June 2020
- Beauty brands continue to launch and expand product offerings
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- Figure 4: Fenty Skin teaser advertising, July 2020
- Brands create space and help capitalize Black-owned brands
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- Figure 5: Sephora 15 Percent Pledge, June 2020
- Category and Consumer Insights
- Black women use lip products every day, face and eye are saved for social occasions
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- Figure 6: Facial, eye and lip cosmetic product usage, Black women and indexed to all women, April 2020
- Most Black women shop makeup to replenish their supply and discover new products
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- Figure 7: Beauty engagement, April 2020
- Walmart is the primary shopping location, but specialty stores offer the best brands
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- Figure 8: Retailers shopped for beauty products, April 2020
- Customized products that Black women know work prior to purchase is the ideal
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- Figure 9: Beauty product trial, Black women and indexed to all women, April 2020
The Market – What You Need to Know
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- Black consumer sales of makeup estimated to fall in line with total market
- Black female population will continue to skew older
- Impacted financial situation does not hamper Black women’s makeup habits
Black Female Population at a Glance
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- Black female population growth outpaces non-Black women
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- Figure 10: Total US and Black female population estimates, 2014-24
- Black female population poised to skew older despite population growth
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- Figure 11: Black female population estimates by age group, 2014-24
Market Size
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- Market conditions and virus prevention impact cosmetic sales
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- Figure 12: Total US retail sales and Black consumer expenditures on color cosmetic products, at current prices, 2015-20
- Black women’s spending on makeup on par with all women
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- Figure 13: Average spending on lip, eye and face makeup in three months; total women and Black women, October 2018-December 2019
Market Breakdown – Product Type Use
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- Lip makeup: lip gloss is the color staple for Black women
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- Figure 14: Types of lip products worn, by total women and Black women and indexed to all women, October 2018-December 2019
- Eye makeup: traditional shadow is preferred, but multi-use crayons are gaining in popularity
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- Figure 15: Types of eye products worn, by total women and Black women and indexed to all women, October 2018-December 2019
- Facial makeup: Black women use foundation, but prefer multipurpose products
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- Figure 16: Forms and types of face products worn, by total women and Black women and indexed to all women, October 2018-December 2019
Market Perspective
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- Most makeup use is reserved for social and work settings
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- Figure 17: Average number of times makeup type is worn, total women and Black women, October 2018-December 2019
- Changes in Black women’s beauty spending split by routine and financial situation
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- Figure 18: Beauty products’ spending priorities, total women and Black women, April 23-July 7, 2020
Market Factors
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- Black women more likely to be in labor force during prime years
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- Figure 19: Employment status by age, total women and Black women, 2019
- Education and – for some – multiple jobs, drive up income
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- Figure 20: Black female average personal income, by age and educational attainment, 2018
- Black consumer confidence mixed amidst higher unemployment
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- Figure 21: Consumer confidence, total and Black unemployment, 2010-June 2020
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- Figure 22: Women’s seasonally adjusted unemployment status, by race/Hispanic origin, January-June 2020
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- Figure 23: Black women’s perception on the economy, May 20-July 7, 2020
Key Trends – What You Need to Know
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- Brands steer consumers to do-it-yourself products during lockdown
- Vegan claims do not resonate among Black women
- Multipurpose face products that offer a solution but do not deliver are left on the store shelf
- Clean beauty should focus on natural ingredients for consumer buy-in
What’s Happening
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- Figure 24: Mintel GlobalTrend Drivers
- Brands offer easy-to-use tips for time-strapped users
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- Figure 25: The Lip Bar Fast Face System advertising, June 2020
- Lack of access to professional beauty services is a marketing opportunity
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- Figure 26: Kiss Beauty False Eyelash advertising, July 2020
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What’s Struggling
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- Multipurpose face products don’t deliver for Black women
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- Figure 27: Facial makeup product usage, Black women and indexed to all women, April 2020
- Vegan and cruelty-free messaging does not resonate among Black women
What to Watch
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- Corporate brands offer capital to small, Black-owned brands
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- Figure 28: Sephora 15 Percent Pledge, June 2020
- Fenty expansion into skincare will be the 360⁰ beauty solution
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- Figure 29: Fenty Skin teaser video, July 2020
- Black-owned makeup brands set to follow similar success as haircare
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- Figure 30: Beauty Bakerie Instagram post featuring founders’ team, June 2020
- Aligning “clean” beauty with sustainability claims will be an uphill battle
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- Figure 31: Product claims and important areas for company support, Black and total, April 2018
The Consumer – What You Need to Know
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- Black women aged 18-34 experiment with different brands and products
- Black women aged 45+ are loyal to brands and products but willing to adjust mix due to aging
- Product replenishment drives purchase behavior, but the desire for new looks and products drive engagement
- Walmart is the convenient retail option for mass brands; however, specialty retailers offer product discovery
- Black-targeted and inclusive brands work well, but no one brand stands out as her favorite
- Customizable products and proof-of-performance drive sales
Facial Product Usage
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- Black women stick to facial cosmetic basics
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- Figure 32: Facial makeup product usage, Black women and indexed to all women, April 2020
- Young Millennial Black women treat themselves with their first real paycheck
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- Figure 33: Black women’s facial makeup product usage, by age, April 2020
- Affluent women drive usage of multiple facial products
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- Figure 34: Black women’s facial makeup product usage, by household income, April 2020
Eye Product Usage
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- Black women use more eye products to create a more dramatic look
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- Figure 35: Eye makeup product usage, Black women and indexed to all women, April 2020
- Income and lifestyle drive usage differences among young Black women
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- Figure 36: Black women’s eye makeup product usage, by age, April 2020
- Busy moms find time to create eye looks
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- Figure 37: Black women’s eye makeup product usage, by parental status, April 2020
Lip Product Usage
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- Lip gloss sets Black women’s look
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- Figure 38: Lip makeup product usage, Black women and indexed to all women, April 2020
- Young women choose different lip looks for different occasions
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- Figure 39: Black women’s lip makeup product usage, by age, April 2020
Beauty Engagement
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- Product replenishment and trial typically drive use
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- Figure 40: Black women’s beauty engagement, April 2020
- Younger women spend more, financially okay women spend the same amount
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- Figure 41: Black women’s beauty engagement – spend money on makeup, by various demographics, April 2020
- Brands will need to steer young women to online product trial
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- Figure 42: Black women’s beauty engagement – experiment with in-store beauty products, by various demographics, April 2020
- Heavier social media users show growing reliance on online tutorials
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- Figure 43: Black women’s beauty engagement – watch makeup tutorials on social media, by various demographics, April 2020
Where Black Women Buy Cosmetics
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- Walmart always rises to the top of retailer lists
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- Figure 44: Retailers Black women shopped for beauty products, April 2020
- Millennial women shop at different stores for different products
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- Figure 45: Retailers Black women shopped for beauty products, by age, April 2020
- Black women shop Walmart due to price and convenience, but specialty stores offer the best brands
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- Figure 46: Retailers Black women shopped for beauty products, by household income, April 2020
- Brands have an opportunity to drive sales across social media
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- Figure 47: Retailers Black women shopped for beauty products – on social media, by daily visits to social media sites, April 2020
Brand Associations with Beauty Attributes
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- Newer brands are considered trendy, but tried and true brands still work for Black women
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- Figure 48: Black women’s cosmetic brand associations, April 2020
- No one brand stands out for strong engagement
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- Figure 49: Correspondence analysis – symmetrical map – Black women’s cosmetics brand associations, April 2020
Product Trial and Trade-up Opportunities
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- Black women need assurance of product performance prior to makeup purchase
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- Figure 50: Product trial, Black women and indexed to all women, April 2020
- Customizable, proven products will drive sales among Black women
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- Figure 51: TURF analysis – Black women’s product trial, April 2020
- Older Black women prefer their standby products, but open to innovation
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- Figure 52: Black women’s product trial, by age, April 2020
- Affluent users are willing to pay for and expect the best product
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- Figure 53: Black women’s product trial, by household income, April 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 54: Total US retail sales and Black consumer expenditures on color cosmetic products, at current prices, 2015-20
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Appendix – The Consumer
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- Figure 55: Types of lip products worn, by total women and Black women, October 2018-December 2019
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- Figure 56: Types of eye products worn, by total women and Black women, October 2018-December 2019
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- Figure 57: Forms and types of face products worn, by total women and Black women, October 2018-December 2019
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- Figure 58: Average number of times makeup is worn by category, by total women and Black women, October 2018-December 2019
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Appendix – Trend Drivers
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- Figure 59: Mintel Global Trend Drivers and Pillars
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