Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
- Market context
Executive Summary
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- Key takeaways
- Inclusivity isn’t just about representation, it’s about accessibility
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- Figure 1: Brand Inclusivity Indicators, November 2020
- Inclusivity creates an opportunity for innovation
- A one size fits all approach to DEI falls flat with consumers
- Beauty brands are not going to be able to sit on the fence moving forward
- Beauty brands have the opportunity to grow by inspiring and empowering consumers
- Covid-19 accelerated Americans’ focus on diversity and inclusivity in beauty
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- Figure 2: Short, medium and long term impact of COVID-19 on Diversity and Inclusivity in beauty, February 2021
Market Trends – Key Takeaways
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- Boost skin tone representation in facial skincare
- Key consumer groups will be hit hard by economic downturn
- Solve unmet needs with inclusive packaging design
Market Trends
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- Boost skin tone representation in facial skincare
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- Figure 3: Instagram post – cultural competency in derm
- Figure 4: Skin tones by race and Hispanic origin, November 2020
- Address diversity and intersectionality in LGBTQ+ communities
- Impact of COVID-19 on diversity and inclusivity in beauty
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- Figure 5: Instagram post – Sharon Chuter
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- Figure 6: Short-, medium- and long-term impact of the COVID-19 pandemic on diversity and inclusivity in beauty, July 2020
- Lockdown
- Re-emergence
- Recovery
- Learnings from the Great Recession
Market Factors
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- Key consumer groups will be hit hard by the economic downturn
- Diversifying population will increase demand for inclusive beauty
- Will advancements in customization technology drive inclusivity?
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- Figure 7: Lancôme Le Teint Particulier
Market Opportunities
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- Bring brand awareness with influencer partnerships
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- Figure 8: Instagram post - @wheelchair_rapunzel
- Address inclusivity in clean beauty
- Representation helps with self-acceptance, but there is still work to be done
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- Figure 9: Instagram post - @Sibyllete
- Solve consumers beauty needs with inclusive packaging design
Competitive Strategies
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- Retailers and brands respond to the Black Lives Matter Movement
- Vaseline: Equitable skincare for all
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- Figure 10: Vaseline – Equitable skincare for all
- Retailers commit to the 15% pledge
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- Figure 11: Instagram Post – Sephora 15% pledge
- Necessary renovation through reconciliation
- Inclusive brands innovate with “universal” approaches
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- Figure 12: Instagram Post – Go-To Skincare
The Consumer – Key Takeaways
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- Consumer segments defined by attitudes toward beauty
- Affordability denotes inclusivity
- Young adults most receptive to different types of diversity
- Improve brand-consumer relationships with increased representation
- Brands that promote diversity win consumer support
- Promote DEI efforts on social media
- Inclusive ads fuel inspiration
Consumer Segmentation
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- Factors
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- Figure 13: Consumer segmentation, November 2020
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- Figure 14: Brand type, by consumer segmentation
- Segment 1: Beauty Ambivalent
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- Figure 15: Attitudes toward beauty, by Beauty Ambivalent, November 2020
- Segment 2: Diversity Detractors
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- Figure 16: Attitudes toward beauty, by Diversity Detractors, November 2020
- Segment 3: Beauty Realists
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- Figure 17: Attitudes toward beauty, by Beauty Realists, November 2020
- Segment 4: Beauty activists
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- Figure 18: Attitudes toward beauty, by Beauty Activists, November 2020
- Segment 5: Beauty Idealists
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- Figure 19: Attitudes toward beauty, by beauty idealists, November 2020
Brand Inclusivity Indicators
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- Affordability denotes inclusivity
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- Figure 20: Brand inclusivity indicators, November 2020
- The definition of inclusivity varies by age
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- Figure 21: select brand inclusivity indicators, by age, November 2020
- Beauty Activists set the inclusive bar high
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- Figure 22: select brand inclusivity indicators, by consumer segment, November 2020
Types of Diversity
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- Adults are open to seeing diversity in beauty advertising
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- Figure 23: Types of Diversity, November 2020
- Body hair on women can be alienating or empowering
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- Figure 24: TikTok – @Kirayoop
- Figure 25: Types of Diversity – Yes, by gender, November 2020
- Young adults most receptive to different types of diversity
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- Figure 26: Instagram Post - @Mattxiv
- Figure 27: Types of Diversity – Yes, by age, November 2020
Diversity Motivators and Barriers
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- Improve brand-consumer relationships with increased representation
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- Figure 28: Instagram post – Topicals
- Figure 29: Diversity Motivators, November 2020
- Increase awareness to normalize different types of beauty
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- Figure 30: Gucci Beauty – Instagram Post
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- Figure 31: Diversity barriers, November 2020
Behaviors toward Beauty Brands
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- Brands that promote diversity win consumer support
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- Figure 32: Behaviors toward beauty brands, November 2020
- Indie brands appeal to consumers that seek diversity
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- Figure 33: Key drivers of behaviors toward beauty brands/products, November 2020
- Methodology
Learning About Diverse and Inclusive Brands
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- Promote DEI efforts on social media
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- Figure 34: Learning resources, November 2020
- Advertising DEI strategies are not one-size-fits-all
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- Figure 35: Learning resources, by select consumer segmentation, November 2020
Sentiment toward Beauty Advertising
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- Inclusive ads fuel inspiration
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- Figure 36: Sentiment toward beauty advertising, November 2020
- Help women feel included in the beauty conversation
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- Figure 37: Sentiment toward beauty advertising, by gender, November 2020
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
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- Figure 38: Consumer segmentation, by age, November 2020
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- Figure 39: Consumer segmentation, by race and Hispanic origin, November 2020
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- Figure 40: Disability status, by consumer segmentation, November 2020
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- Figure 41: TURF Analysis – Defining diversity, November 2020
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Appendix – Key Driver Analysis
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- Interpretation of results
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- Figure 42: Key drivers of behaviors toward beauty brands/products, November 2020
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