Table of Contents
Executive Summary
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- Top takeaways
- Communicating clean is not “one size fits all”
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- Figure 1: Clean Beauty Personas
- How are clean beauty brands innovating?
- Clean expands into personal care and wellness categories
- The future of product development
- Respond to the conscious consumer movement with targeted innovation
- Meet consumers where they are: necessary renovation
The Market – Key Takeaways
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- Impact of COVID-19 on clean beauty
- Diversifying population bodes well for the market
- The tenets of clean beauty
Market Trends
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- Who is using clean beauty?
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- Figure 2: Repertoire of clean product purchases, by women aged 18-34 and Hispanic origin, September 2020
- Clean has moved from beauty to personal care
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- Figure 3: Price premium for clean, by category, December 2020
- Impact of COVID-19 on clean beauty
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- Figure 4: Short-, medium- and long-term impact of COVID-19 on clean beauty, December 2020
- Lockdown
- Reemergence
- 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
- Diversifying population bodes well for the market
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- Figure 5: Select behaviors toward clean beauty – By race and Hispanic origin, September 2020
- Expect a push for more cosmetic regulation
Market Opportunities
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- What the rise of TikTok means for clean beauty
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- Figure 6: TikTok – @teawithmd
- The tenets of clean beauty
- Safety
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- Figure 7: Biossance Clean Academy
- Sustainability
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- Figure 8: Krave Beauty – “Skincare is not fast fashion”
- Inclusivity
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- Figure 9: BEAUTY PIE – Price transparency
- Positive impact
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- Figure 10: Instagram post – Topicals – World Mental Health Day
Competitive Strategies
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- How social media influencers and clickbait culture impacted clean beauty
- Retailers expand into clean beauty
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- Figure 11: Conscious Beauty at Ulta Beauty – Instagram post
The Consumer – Key Takeaways
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- There is no singular approach to clean beauty
- Purchases of clean products mirror traditional product purchases
- Mass merchandisers’ expansion into clean is paying off
- Safety and quality drive purchases of clean products
- Eco-friendly claims are crucial in reaching young adults
- Clean beauty continues to grow
- Attitudes toward beauty are mixed
Clean Beauty Personas
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- There is no singular approach to clean beauty
- Beauty Activists – Early adopters
- Holistic Beauty
- Ageless Aesthetic
Clean Product Purchases
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- Purchases of clean products are consistent with traditional product purchases
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- Figure 12: Product purchases and clean product purchases, September 2020
- Most consumers use a mix of mainstream and clean
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- Figure 13: Repertoire of product purchases and clean product purchases, September 2020
Retailers Shopped
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- Mass merchandisers’ expansion into clean is paying off
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- Figure 14: Ulta Beauty at target
- Figure 15: Retailers shopped, September 2020
- Address inclusivity issues in clean beauty
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- Figure 16: Retailers shopped, by race and Hispanic origin, September 2020
Clean Purchase Motivations and Barriers
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- Why do consumers buy clean products?
- Clean products are perceived as safer than traditional products
- Mistrust fuels demand for clean
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- Figure 17: Reasons for purchasing clean beauty products, September 2020
- Young adults are cause oriented
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- Figure 18: Select reasons for purchasing clean beauty products, by age, September 2020
- Confusion and cost are barriers to clean
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- Figure 19: Reasons for avoiding clean products, September 2020
Claim Importance
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- Expert approval quells safety concerns
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- Figure 20: Claim importance, September 2020
- Eco-friendly claims are crucial in reaching young adults
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- Figure 21: Select claim importance, by age, September 2020
- Black adults are ingredient focused; Hispanic adults seek third-party verification
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- Figure 22: Select claim Importance, by race and Hispanic origin, September 2020
- Heavy clean product users want a variety of claims
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- Figure 23: Claim importance by repertoire of clean product purchases, September 2020
Behaviors toward Clean Products
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- Clean beauty continues to grow
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- Figure 24: Behaviors toward clean products, September 2020
- Men rely on outside sources
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- Figure 25: Select behaviors toward clean products – I’ve done this, by gender, September 2020
- Young adults research before purchasing
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- Figure 26: Select behaviors toward clean products – I’ve done this, by age, September 2020
Attitudes toward Clean Beauty
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- Attitudes toward beauty are mixed
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- Figure 27: TikTok – @Benneiley
- Figure 28: TikTok – @charlotteparler
- Figure 29: Attitudes toward clean beauty, September 2020
- Highlight benefits and safety, but avoid fear-mongering
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- Figure 30: Instagram post – “Slugging”
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- Figure 31: Attitudes toward clean beauty, by repertoire of product usage, September 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Consumer Data
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- Figure 32: TURF Analysis – Importance of BPC claims, September 2020
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- Figure 33: Table – TURF Analysis – Importance of BPC claims, September 2020
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- Figure 34: TURF Analysis – Importance of BPC claims, September 2020
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- Figure 35: Table – TURF Analysis – Importance of BPC claims, September 2020
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