Table of Contents
Executive Summary
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- Impact of COVID-19 on BPC
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- Figure 1: Short, medium and long-term impact of COVID-19 on BPC, 18 January 2021
- The market
- The rippling effects of the BLM movement
- Companies and brands
- Make beauty accessible for all abilities
- Innovate by lifestage rather than age
- The consumer
- Shake it up from the inside out
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- Figure 2: Definition of a diverse beauty brand, December 2020
- Skin tone issues aren’t limited by ethnicity
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- Figure 3: Issues faced when purchasing BPC products, December 2020
- Time to take a stand
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- Figure 4: BPC buying behaviours when it comes to issues relating to minority groups, December 2020
- Authenticity is essential
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- Figure 5: Attitudes towards diversity in BPC, December 2020
- Well-known brands have space to grow
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- Figure 6: BPC brand perceptions, December 2020
Issues and Insights
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- Addressing the differences COVID-19 has highlighted
- The issue of authenticity
- Time to take a stand
The Market – Key Takeaways
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- BLM movement reverberates through all industries
- Many are priced out of BPC
- Beauty can break barriers in-store
Market Drivers
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- The rippling effects of the BLM movement
- How white is White?
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- Figure 7: Ethnicity, by skin tone, December 2020
- The government improves access for disabled people
- Brexit could impact UK’s diversity
- Gender inequality remains a real issue
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- Figure 8: Financial situations compared with a year ago, by gender, October 2020
- The great economic divide
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- Figure 9: Adding to savings and reducing mortgage debt in last three months and next three months, by socio-economic group, October 2020
- Cater to the over-55s in-store
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- Figure 10: Trends in the age structure of the UK population, 2015-25
- Breaking the gender barriers
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- Figure 11: Attitudes towards gender stereotypes and gender politics in advertising, by gender, October 2019
Companies and Brands – Key Takeaways
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- Promote Black-owned businesses
- Showcase authenticity through NPD and communication
- Make beauty accessible for all
Launch Activity and Innovation
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- Communicate for all hair textures
- Hormonal skincare could inspire NPD in haircare
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- Figure 12: Hormonal skincare launches, 2020
- From anti-ageing to mindful ageing
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- Figure 13: Skincare for ageing skin, 2020
- Supporting Black-owned skincare
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- Figure 14: Freya + Bailey Natural Skincare and 4.5.6 skincare, 2019 and 2020
- Power to the people
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- Figure 15: Community-inspired/generated beauty brands, 2020
- Time to go beyond foundation in makeup
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- Figure 16: Prime Beauty, November 2020
- Make beauty accessible for all
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- Figure 17: Guide Beauty Cosmetics, December 2020
- Figure 18: VictoriaLand Beauty, December 2020
- Celebs launch diverse ranges
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- Figure 19: EleVen by Venus Unrivaled Sun Serum (US), 2020
Advertising and Marketing Activity
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- Getting it wrong…and owning up to it
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- Figure 20: Munroe Bergdorf for L’Oréal, June 2020
- The ASA tackles stereotypes
- Standing up for textured hair
- Catering for different abilities
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- Figure 21: Alterna Haircare accessibility adjustments, December 2020
- Driving authenticity in advertising
- Consumers want information
- Give a platform to others
The Consumer – Key Takeaways
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- COVID-19 exacerbates inequalities
- Represent from the inside out
- Take a stand, don’t bow down
Impact of COVID-19 on the Beauty Consumer
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- Lifestyles of the over-55s have been particularly impacted
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- Figure 22: Worry and extreme worry related to COVID-19 impacting lifestyles, by age, 8-16 December 2020
- Professional hair brands can target over-55s
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- Figure 23: Visited a hairdresser/barber in the last 3 months, by age, December 2019 and December 2020
- BAME groups have been hard hit
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- Figure 24: Spend on BPC products compared with before COVID-19/coronavirus, 8-16 December 2020
- Online retailers have to be more inclusive
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- Figure 25: Beauty/grooming purchase behaviours since the start of the COVID-19/coronavirus outbreak, 11-22 June 2020
Defining Diversity
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- It’s all about the product
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- Figure 26: Definition of a diverse beauty brand, December 2020
- Race is a bigger issue than gender right now
- Time to shake it up at the top
- Keep up age-positive messages
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- Figure 27: Agreement with the statement “A diverse beauty brand is one that promotes positive messages about ageing”, by gender and age, December 2020
- Young people want brands to be political
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- Figure 28: Agreement with the statement “A diverse beauty brand is one that takes a political stand on issues that impact minority groups”, by age, December 2020
Issues Faced when Buying BPC
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- Consumers struggle to match products to their needs
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- Figure 29: Issues faced when purchasing BPC products, December 2020
- The age issue differs by gender
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- Figure 30: Issues finding BPC products suited to their age, by age and gender, December 2020
- Improve in-store access for hidden disabilities
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- Figure 31: Issues related to reading information or accessing physical stores for BPC shopping, by age, December 2020
- Drive communication in new ways
- Ease the online experience
- Educate sales assistants on changing consumer needs
Attitudes towards Buying BPC
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- Take a stand
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- Figure 32: BPC buying behaviours when it comes to issues relating to minority groups, December 2020
- Representation is important
- Young people put their money where their ethics are
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- Figure 33: Behaviours relating to boycotting a BPC brand/retailer for racism or lack of representation, by age, December 2020
- Promote minority-owned businesses
Attitudes towards Diversity in BPC
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- BPC remains female-centric
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- Figure 34: Attitudes towards diversity in BPC, December 2020
- The issue of tokenism
- People with disabilities have been left behind
- Show greater body diversity for men
Brand Perceptions
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- NIVEA and Dove can push the boundaries of empowerment
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- Figure 35: BPC brand perceptions, December 2020
- L’Oréal Paris can drive authenticity with ongoing efforts
- The Body Shop can drive gender-inclusive messaging
- MAC Cosmetics only stands out to its target consumer
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- Figure 36: MAC Cosmetics brand perceptions, by gender, December 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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