Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: Market context
Executive Summary
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- Top takeaways
- Impact of COVID-19 on beauty across generations
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- Figure 1: Short-, medium -and long-term impact of COVID-19 on beauty across generations, September 2020
- Opportunities and Challenges
- Shifting perception of beauty creates avenues for innovation
- Engagement declines with age
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- Figure 2: Behaviors toward beauty, by generation, July 2020
- Affordable clean brands at mass and online retailers pose a threat to specialty stores
- Communicate relatability and authenticity to reach Gen Z and Millennials
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- Figure 3: Select attitudes toward beauty, by Gen Z and Millennials, July 2020
- Partner with educational/expert influencers to boost credibility on social media
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- Figure 4: Select resources to learn about beauty, by generation, July 2020
- Develop products reflective of lifestyle and lifestage shifts
Target Audience – Key Takeaways
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- Impact of COVID-19 on beauty
- An aging population challenges beauty
- Allow generational influences and needs to guide packaging design
Beauty by Generations
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- What does beauty mean by generation?
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- Figure 5: US population, by generation, 2020
- Impact of COVID-19 on beauty
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- Figure 6: Short-, medium- and long-term impact of COVID-19 on beauty across generations, September 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
Market Factors
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- Key consumer groups will be hit hard by the recession
- An aging population challenges beauty
- Brand spotlight:
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- Figure 7: Instagram Post – ASYSTEM
- Figure 8: Select attitudes toward beauty, by adults aged 65+, July 2020
Market Opportunities
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- We’ve figured out the face, now what?
- Hand care poised to grow
- Neck care needs a lift
- Gen Z and Millennials want to shatter beauty standards
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- Figure 9: Select attitudes toward beauty, by Gen Z and Millennials, July 2020
- Expect sustainability to become a greater focus
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- Figure 10: Purchase eco-friendly beauty products, by generation, July 2020
- Allow generational influences and needs to guide packaging design
- Inclusive packaging design
- Brand Spotlight:
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- Figure 11: Instagram Post – Kohl Kreatives
- How will packaging aesthetics evolve to fit the newest social media phenomenon, TikTok?
- Brand Spotlight:
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- Figure 12: TikTok – Starface
Competitive Strategies
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- Beauty embraces self-care
- Brands address hormonal changes
The Consumer – Key Takeaways
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- Consumer segments defined by attitudes toward beauty
- Emphasize convenience to boost routine frequency
- Affordable clean brands pose a threat to specialty retailers
- Engagement diminishes with age
- Gen Z, Millennials learn about beauty online
- Interest in Beauty TrendsCustom products help consumers cut through the noise
Beauty Consumer Segmentation
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- Factors
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- Figure 13: Beauty consumer segmentation, July 2020
- Cluster 1: Beauty Activists
- Who are they?
- What brands do they use?
- How to reach Beauty Activists
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- Figure 14: Attitudes toward beauty, by Beauty Activists, July 2020
- Cluster 2: Beauty Mavens
- Who are they?
- What brands do they use?
- How to reach Beauty Mavens
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- Figure 15: Attitudes toward beauty, by Beauty Mavens, July 2020
- Cluster 3: Functional Users
- Who are they?
- What brands do they use?
- How to reach Functional Users
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- Figure 16: Attitudes toward beauty, by Functional Users, July 2020
- Cluster 4: Detractors
- Who are they?
- What brands do they use?
- How to reach Detractors
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- Figure 17: Attitudes toward beauty, by Detractors, July 2020
- Cluster 5: Beauty Enthusiasts
- Who are they?
- What brands do they use?
- How to reach Beauty Enthusiasts
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- Figure 18: TikTok – E.L.F. Reality Show
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- Figure 19: Attitudes toward beauty, by Beauty Enthusiasts, July 2020
Beauty Routines
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- Lifestage impacts routine involvement
- Marketing Spotlight:
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- Figure 20: Instagram post – Ilia Beauty
- Figure 21: Instagram post – Better Not Younger
- Figure 22: Beauty routines, by generation, July 2020
- Perception of beauty impacts category engagement
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- Figure 23: Select beauty routines – NET, by segmentation, July 2020
- Emphasize convenience to boost routine frequency
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- Figure 24: Beauty routine frequency, July 2020
Retailers Shopped
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- Mass merchandisers remain a top destination
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- Figure 25: Retailers shopped, by generation, July 2020
- Online retailers must prove value to older shoppers
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- Figure 26: Channel preference, by generation, July 2020
- Affordable clean brands pose a threat to specialty retailers
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- Figure 27: Select retailers shopped, by segmentation, July 2020
Behaviors toward Beauty
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- Engagement diminishes with age
- Gen Z demonstrates spectrum of engagement
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- Figure 28: Behaviors toward beauty, by generation, July 2020
- Pre-purchase research behaviors drive demand for claim substantiation
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- Figure 29: Select behaviors toward beauty, by segmentation, July 2020
- Social media impacts engagement
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- Figure 30: Beauty behaviors – CHAID – tree output, July 2020
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- Figure 31: Beauty behaviors – CHAID – table output, July 2020
- Methodology
Learning about Beauty
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- Gen Z, Millennials learn about beauty online
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- Figure 32: Select resources to learn about beauty, by generation, July 2020
- Reaching Functional Users and Detractors poses a challenge
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- Figure 33: Select resources to learn about beauty, by segment, July 2020
Interest in Beauty Trends
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- Interest across trends bodes well for future growth
- Young adults embrace beauty as self-care
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- Figure 34: Interest in beauty trends, by select generation, July 2020
- Clean beauty isn’t just a trend, it’s a movement
- Custom products help consumers cut through the noise
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- Figure 35: Interest in beauty trends, by segment, July 2020
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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