Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The consumer
- Attitudes toward beauty and grooming
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- Figure 1: Agreement that Black people define beauty differently from non-Blacks, by gender and age, May 2014
- Salon services regimen
- Beauty and grooming product and brand usage
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- Figure 2: Types of beauty/grooming products Black consumers used in the last 12 months, by gender, May 2014
- Scent palette
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- Figure 3: Type of scents Blacks prefer – Any product, May 2014
- Haircare
- Shaving and hair removal
- Facial care
- Body washes and soap
- Body moisturizers, lotions, and creams
- Fragrances and body sprays
- Nail care
- Women and cosmetics
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- Figure 4: Types of cosmetics Black women use, May 2014
- Men and grooming
- What we think
Issues and Insights
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- How do Black consumers define beauty?
- The issues
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- Figure 5: Collage of Qualboard quotes and images of Black consumers’ definition of beauty, July 2014
- The implications
- What are some of the top concerns Black consumers have when it comes to beauty and grooming products?
- The issues
- The implications
- What can brands do to attract Black consumers?
- The issues
- The implications
Trend Application
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- Trend: Many Mes
- Trend: Immaterial World
- Trend: Extend My Brand
The Market for the Black Beauty Consumer
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- Key points
- Huge discrepancy in reported versus actual beauty expenditures
- Black men are a missed opportunity, often ignored
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- Figure 6: Types of beauty/grooming products Black men used in the last 12 months, May 2014
- Mainstream brands need to step up, offer color palette for Blacks
- Fragrance industry may be taking the Black dollar for granted
Leading Companies
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- Key points
- Unilever
- Brand Spotlight: Axe
- Brand Spotlight: Dove
- Proctor & Gamble
- Brand spotlight: CoverGirl Queen
- Estée Lauder Companies
- Brand spotlight: MAC
- Limited Brands Inc.
- Brand Spotlight: Bath & Body Works
- Brand Spotlight: Victoria’s Secret/PINK
- Other notable companies
- Fashion Fair
- Black Opal
- IMAN
- Coco Rae
Innovations and Innovators
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- Sephora, IMAN Cosmetics make color matching a breeze
- Dior encourages fragrance layering with its Les Élixirs Précieux line
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- Figure 7: Cuir Cannage perfume from the La Collection Privée Christian Dior line
- DooBop curates cosmetics for women of color
- CurlBox, We Are Onyx aim to become the BirchBox for Black women
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Fashion Fair Cosmetics
- Brand analysis: IMAN Cosmetics
- Brand analysis: Dr. Miracles
- Brand analysis: SheaMoisture
- Overview of Mintel’s Black advertising segments
- Cluster #1: Cultural Activist (47% of the Black population)
- Cluster #2: Cultural-listics (34% of the Black population)
- Cluster #3: Cultural Advocates (19% of the Black population)
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 8: Key social media metrics, August 2014
- Brand usage and awareness
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- Figure 9: Brand usage and awareness for select beauty product brands, May 2014
- Interactions with beauty product brands
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- Figure 10: Interactions with select beauty product brands, May 2014
- Leading online campaigns
- Mobile apps
- Empowering women
- What we think
- Online conversations
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- Figure 11: Online conversations around select beauty product brands, by week, Aug. 25, 2013-Aug. 24, 2014
- Where are people talking about beauty products?
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- Figure 12: Online conversations around select beauty product brands, by page type, Aug. 25, 2013-Aug. 24, 2014
- What are people talking about?
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- Figure 13: Topics of conversations for select beauty product brands, Aug. 25, 2013-Aug. 24, 2014
Attitudes toward Beauty and Grooming
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- Key points
- Half of Blacks believe they define beauty differently from non-Blacks
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- Figure 14: Attitudes toward haircare/beauty, by gender and age, May 2014
- Beauty truly is in the eye of the beholder
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- Figure 15: Collage of Qualboard quotes and images of Black consumers’ definition of beauty, July 2014
- Blacks want more products catering to their needs
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- Figure 16: Attitudes toward personal care products, July 2013
- Women feel more strongly about shopping for and trying new products, despite unmet needs
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- Figure 17: Attitudes toward personal care products, by gender, July 2013
Salon Services Regimen
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- Key points
- Blacks get a range of beauty/grooming services done regularly
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- Figure 18: Frequency of having beauty/grooming services done professionally, May 2014
- Three in 10 men get manicures, pedicures, and body wraps or scrubs
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- Figure 19: Beauty/grooming services Black consumers have done professionally, by gender, May 2014
- Blacks aged 18-34 are significantly more likely to get anti-aging treatments
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- Figure 20: Beauty/grooming services Black consumers have done professionally, by age, May 2014
Beauty and Grooming Product and Brand Usage
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- Key points
- Women are more engaged than men in beauty regimen at home
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- Figure 21: Types of beauty/grooming products Black consumers used in the last 12 months, by gender, May 2014
- People aged 18-34 more likely to use facial products, older people more into fragrances
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- Figure 22: Types of beauty/grooming products Black consumers used in the last 12 months, by age, May 2014
- Unilever is leading parent company, attributed to Vaseline, Dove, Axe
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- Figure 23: Parent brand of body products used at home, by gender, May 2014
- People aged 35+ more likely to use Estée Lauder, 18-34s use Johnson & Johnson products
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- Figure 24: Parent brands of body products used at home, by age, May 2014
- Qualitative brand personification
- Brand personification: Dove
- Brand personification: Axe
- Brand personification: MAC
- Brand personification: Gillette
- Brand personification: Pantene
Scent Palette
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- Key points
- Scent plays a major role in shaping image, evoking emotions
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- Figure 25: Attitudes toward scent and personal care products, July 2013
- Men love scented products, too
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- Figure 26: Attitudes toward scent and personal care products, by gender, July 2013
- Nine out of 10 Blacks want scented body and hair products
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- Figure 27: Types of scents Blacks prefer, by product type, May 2014
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- Figure 28: Types of scents Blacks prefer – Any product, by gender, May 2014
- Blacks aged 18-34 are scent enthusiasts
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- Figure 29: Types of fragrance scents Blacks prefer – Any scents, by age, May 2014
- Black men more likely than White men to wear aftershave
- Black men prefer fresh scents, except cologne where variety is accepted
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- Figure 30: Scented products men prefer, by type of body product, May 2014
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- Figure 31: Scented products women prefer, by type of body product, May 2014
Haircare
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- Key points
- Men and people aged 55+ are less likely to use styling products
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- Figure 32: Types of haircare products used, by gender, May 2014
- Figure 33: Types of haircare products used, by age, May 2014
- Blacks look for different benefits in hair products than Whites
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- Figure 34: Benefits sought in shampoo and conditioner, by race/Hispanic origin, January 2014
- Product claims need to say it smells good and it’s for Black hair
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- Figure 35: Product claims sought in shampoo and conditioner, by race/Hispanic origin, January 2014
- Six in 10 Blacks interested in BB or CC creams for hair
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- Figure 36: Interest in new hair product innovations, by race/Hispanic origin, January 2014
- Blacks interested in anti-aging haircare products
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- Figure 37: Attitudes toward anti-aging and hair damage, by race/Hispanic origin, January 2014
Shaving and Hair Removal
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- Key points
- Blacks more likely to shave head, less likely to remove underarm and leg hair
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- Figure 38: Areas on the body that consumers remove hair, by race/Hispanic origin, July 2014
- Most Blacks use razors to remove body hair
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- Figure 39: Hair removal categories used at home, by race/Hispanic origin, July 2014
- Blacks use disposable razors and shaving cream to help remove hair
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- Figure 40: Types of hair removal used at home, by race/Hispanic origin, July 2014
- Shaving and waxing are top professional hair removal services
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- Figure 41: Types of professional hair removal services used, by race/Hispanic origin, July 2014
- Blacks want razors with lubrication and strips to notify them when blade needs changing
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- Figure 42: Interest in trying new hair removal innovation, by race/Hispanic origin, July 2014
- Blacks prefer brand names, private label not seen as effective
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- Figure 43: Shaving habits and brand preferences, by race/Hispanic origin, July 2014
- Women use Gillette, while men use Wahl shavers and trimmers
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- Figure 44: Brands of shavers/trimmers used, by gender, May 2014
Facial Care
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- Key points
- Blacks more likely than Whites to use acne treatment
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- Figure 45: Types of facial products used on a regular basis, by race/Hispanic origin, March 2014
- Men more likely to use Black skincare brands, twice as likely to use SheaMoisture
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- Figure 46: Facial care brands used at home, by gender, May 2014
- Older women twice as likely as 18-34s to use P&G and Estée Lauder brands
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- Figure 47: Facial care brands used at home, by age, May 2014
Body Wash and Soap
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- Key points
- Blacks much more likely than Whites to use bar soap and liquid body wash
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- Figure 48: Types of bath/body products used, by race/Hispanic origin, January 2014
- Different messages needed to communicate product benefits
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- Figure 49: Liquid body wash/bath product benefits sought, by race/Hispanic origin, January 2014
- Blacks want body cleansers rich in moisture and long-lasting freshness
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- Figure 50: Interest in product claims for bath/shower cleansers, by race/Hispanic origin, January 2014
- Men use Axe, while women use Dove or Bath & Body Works cleansers
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- Figure 51: Body cleanser brands used at home, by gender, May 2014
Body Moisturizers, Lotions, and Cream
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- Key points
- Blacks are more likely than Whites to use lotions, body oils, and butters
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- Figure 52: Types of body moisturizers usage, by race/Hispanic origin, March 2014
- Scent and moisturizers with shea and cocoa butter are important benefits
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- Figure 53: Benefits sought when choosing body moisturizers, by race/Hispanic origin, March 2014
- Moisturizing is more important to Blacks than it is to others
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- Figure 54: Attitudes toward body moisturizers, by race/Hispanic origin, March 2014
- Vaseline and Bath & Body Works are leading moisturizers
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- Figure 55: Body moisturizers/lotions used at home – preferred brands, by gender, May 2014
Fragrances and Body Sprays
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- Key points
- Blacks significantly more likely than Whites to wear perfume and cologne
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- Figure 56: Types of fragrances worn, by race/Hispanic origin, May 2014
- Black men significantly more likely than White men to wear aftershave
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- Figure 57: Incidence of men who wear aftershave, by race/Hispanic origin, May 2014
- Perfume and cologne gift sets likely to have appeal
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- Figure 58: Types of scented bath and body products worn, by race/Hispanic origin, May 2014
- Blacks buy what they like and brands they trust, little influence from others
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- Figure 59: Top factors that influence fragrance purchases, by race/Hispanic origin, May 2014
- Blacks like variety, more than one third wear based on occasions
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- Figure 60: Attitudes toward the usage of fragrances, by race/Hispanic origin, May 2014
- Natural and free from are appealing, so is anything that makes fragrance last longer
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- Figure 61: Interest in new fragrance claims and benefits, by race/Hispanic origin. May 2014
- Smaller, travel sizes and free gift with purchase motivate Blacks to buy
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- Figure 62: Interest in packaging formats and promotions for fragrances, by race/Hispanic origin, May 2014
- Body chemistry plays a role, most aren’t receptive to fragrance as gift
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- Figure 63: Attitudes toward fragrances, by race/Hispanic origin, May 2014
- Women wear Bath & Body Works, Victoria’s Secret, men wear Polo, Axe
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- Figure 64: Body fragrances used at home – preferred brand, by gender, May 2014
Nail Care
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- Key points
- Black women more likely than Whites to get nail art and designs
- Industry insight: what salon owners say
- Blacks are more likely than Whites to get pedicures
- Industry insight: what salon owners say
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- : Figure 65: Types of nail services done by women, by race/Hispanic origin, October 2013
- People polish nails at home, less likely to venture into nail art and design
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- Figure 66: Types of nail services women do at home, by race/Hispanic origin, October 2013
- Revlon and Coty (OPI, Sally Hansen) leading nail care brands
- Industry insight: what salon owners say
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- Figure 67: Nail care brands used at home, by women, May 2014
- Age matters – Blacks aged 18-34 wear OPI, while 55+ wear Avon
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- Figure 68: Nail care brands used at home, by age, May 2014
Women and Cosmetics
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- Key points
- Half of women want all-natural cosmetics
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- Figure 69: Attitudes toward haircare/beauty, by gender, May 2014
- More than 80% of Black women use some type of make-up
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- Figure 70: Types of cosmetics Black women use, May 2014
- Women aged 18-34 wear more cosmetics than older women
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- Figure 71: Types of cosmetics Black women use, by age, May 2014
- Estée Lauder and L’Oréal are leading parent cosmetic brands
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- Figure 72: Cosmetics brands Black women use, May 2014
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- Figure 73: Cosmetics brands Black women use, by age, May 2014
- Women aged 18-34 use Black Opal, while older women use Fashion Fair
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- Figure 74: Black cosmetics brands Black women use, by age, May 2014
- Figure 75: Mainstream cosmetics brands Black women use, by age, May 2014
Men and Grooming
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- Key points
- Black men have considerably different views on grooming than Whites
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- Figure 76: Impact being well-groomed has on men’s self-image, by race/Hispanic origin, August 2013
- Black men are far more likely than Whites to use grooming products
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- Figure 77: Grooming products men use, by race/Hispanic origin, August 2013
- Price influences selection, but not at the sacrifice of brand name
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- Figure 78: Factors that impact men’s decision to purchase grooming products, by race/Hispanic origin, August 2013
- Black men more likely to have facial hair, maintaining it is critical
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- Figure 79: Men’s attitudes toward hair and facial hair, by race/Hispanic origin, August 2013
- Men more accepting of manicures and pedicures than eyebrow waxing
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- Figure 80: Attitudes toward haircare/beauty, by gender, May 2014
Appendix: The US Black Population
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- Key points
- Buying power
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- Figure 81: Buying power trends among Black consumers, 1990-2018 (projections)
- Black buying power is growing at a faster rate than that of White consumers
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- Figure 82: Changes in buying power, by race, June 2013
- Black buying power more than $1 trillion
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- Figure 83: Top 10 states or areas ranked by share of Black buying power, 2013
- Top 10 states with highest buying power represent two thirds of buying power
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- Figure 84: Top 10 states ranked by value of Black buying power, 2013
Appendix: Population statistics
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- Black population growing at a faster rate than Whites
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- Figure 85: Population by race and Hispanic origin, 2009-19
- Black population growth slows
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- Figure 86: Asian, Black, and Hispanic populations, 1970-2020
- Children <18 years old account for 27% of Black population
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- Figure 87: Black population, by age, 2009-19
- Geographic concentration
- Majority of Blacks reside in the South; a different marketing approach may be needed
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- Figure 88: Black geographic concentration, by region, 2010
- Population grows in the South, reverse migration may be occurring
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- Figure 89: Top 20 states or areas with highest Black population and percentage change from 2000-10, 2010
- New York, Chicago, Philadelphia, Detroit, and Houston are top Black metros
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- Figure 90: Top 10 cities with the largest number of Blacks, 2010
- More than 80% of Detroit’s and Jackson’s population is Black
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- Figure 91: Top 10 cities with the highest percentage of Blacks, 2010
- Gender
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- Figure 92: Men by race and Hispanic origin, 2009-19
- Figure 93: Women by race and Hispanic origin, 2009-19
- Generations
- iGeneration and Millennials represent nearly half of Black population
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- Figure 94: Population of generations, by race/Hispanic origin, 2014
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- Figure 95: Distribution of population by race and generation, 2014
- Marital status
- Only one third of Blacks are married, compared to 50% or more of others
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- Figure 96: Percentage of married and not married people aged 18 or older, by race and Hispanic origin, 2013
- Blacks twice as likely never to marry
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- Figure 97: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
- Figure 98: Marital status of Blacks, by age, 2013
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- Figure 99: Marital status of Black adults, by gender, 2013
- Parental status
- One third of Black households are headed by women
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- Figure 100: Households type, by race of householder, 2013
- More Black children born to unmarried women in 2012
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- Figure 101: Fertility rate, by race and Hispanic origin of mother, 2002-12
- Figure 102: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
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- Figure 103: Households with own children, by race and Hispanic origin of householder, 2013
- Figure 104: Who children live with, by race and Hispanic origin, 2012
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- Figure 105: Black households, by presence and ages of own children, 2013
- Education
- Majority of Blacks seek college, while others may be relying on entrepreneurship
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- Figure 106: Educational attainment of Blacks aged 25 or older, by age, 2012
- Income
- Blacks have lower household incomes, attributed to several factors besides occupation
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- Figure 107: Median household income, by race and Hispanic origin of householder, 2012
- Figure 108: Household income distribution by race and Hispanic origin of householder, 2012
Appendix: Other Useful Social Media Tables
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- Brand usage or awareness
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- Figure 109: Brand usage or awareness, May 2014
- Figure 110: IMAN Cosmetics usage or awareness, by demographics, May 2014
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- Figure 111: Fashion Fair usage or awareness, by demographics, May 2014
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- Figure 112: Black Radiance usage or awareness, by demographics, May 2014
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- Figure 113: Black Opal usage or awareness, by demographics, May 2014
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- Figure 114: MAC Cosmetics usage or awareness, by demographics, May 2014
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- Figure 115: Bobbi Brown usage or awareness, by demographics, May 2014
- Activities done
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- Figure 116: Activities done, May 2014
- Key social media metrics
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- Figure 117: Key social media metrics for select beauty product brands, August 2014
- Online conversations
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- Figure 118: Online conversations around select beauty product brands, by week, Aug. 25, 2013-Aug. 24, 2014
- Figure 119: Online conversations around select beauty product brands, by page type, Aug. 25, 2013-Aug. 24, 2014
- Figure 120: Topics of conversations for select beauty product brands, Aug. 25, 2013-Aug. 24, 2014
Appendix: Other Useful Consumer Tables
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- Gender
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- Figure 121: Beauty/grooming services Black consumers do once a month or more, by gender, May 2014
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- Figure 122: Nail care brands used at home, by gender, May 2014
- Age
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- Figure 123: Beauty/grooming services Black consumers do once a month or more, by age, May 2014
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- Figure 124: Bath/shower wash scents preferred, by age, May 2014
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- Figure 125: Body moisturizer scents preferred, by age, May 2014
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- Figure 126: Haircare products scents preferred, by age, May 2014
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- Figure 127: Cologne/perfumes scents preferred, by age, May 2014
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- Figure 128: Body cleanser brands used at home, by age, May 2014
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- Figure 129: Body moisturizers/lotion brands used at home, by age, May 2014
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- Figure 130: Body fragrance brands used at home, by age, May 2014
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- Figure 131: Attitudes toward haircare/beauty, by age, May 2014
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- Figure 132: Nail care brands used at home, by age, May 2014
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- Figure 133: Types of cosmetic brands Black women use – Catalog brands, by age, May 2014
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- Figure 134: Types of cosmetic brands Black women use – P&G, by age, May 2014
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- Figure 135: Types of cosmetic brands Black women use – L’Oréal, by age, May 2014
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- Figure 136: Types of cosmetic brands Black women use – LVMH, by age, May 2014
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- Figure 137: Types of cosmetic brands Black women use – Estée Lauder, by age, May 2014
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- Figure 138: Types of cosmetic brands Black women use – Shiseido, by age, May 2014
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- Figure 139: Types of cosmetic brands Black women use – Markwins, by age, May 2014
- Household income
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- Figure 140: Attitudes toward haircare/beauty, by household income, May 2014
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- Figure 141: Beauty/grooming services Black consumers do, by household income, May 2014
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- Figure 142: Beauty/grooming services Black consumers do once a month or more, by household income, May 2014
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- Figure 143: Types of beauty/grooming products Black consumers used in the last 12 months, by household income, May 2014
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- Figure 144: Parent brand of body products used at home, by household income, May 2014
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- Figure 145: Types of scents Blacks prefer – Any product, by household income, May 2014
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- Figure 146: Bath/shower wash scents preferred, by household income, May 2014
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- Figure 147: Body moisturizer scents preferred, by household income, May 2014
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- Figure 148: Haircare product scents preferred, by household income, May 2014
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- Figure 149: Cologne/perfume scents preferred, by household income, May 2014
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- Figure 150: Facial care brands used at home – Parent company, by household income, May 2014
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- Figure 151: Facial care brands used at home – Top 10, by household income, May 2014
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- Figure 152: Body cleanser brands used at home, by household income, May 2014
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- Figure 153: Body moisturizers/lotion brands used at home, by household income, May 2014
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- Figure 154: Body fragrance brands used at home, by household income, May 2014
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- Figure 155: Nail care brands used at home, by household income, May 2014
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- Figure 156: Types of cosmetics Black women use, by household income, May 2014
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- Figure 157: Types of cosmetics brands Black women use, by household income, May 2014
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- Figure 158: Types of cosmetic brands Black women use – Black brands, by household income, May 2014
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- Figure 159: Types of cosmetic brands Black women use – Mainstream brand, by household income, May 2014
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- Figure 160: Types of cosmetics used by bran Types of cosmetic brands Black women use – Catalog brands, by household income, May 2014
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- Figure 161: Types of cosmetic brands Black women use – P&G, by household income, May 2014
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- Figure 162: Types of cosmetic brands Black women use – L’Oréal, by household income, May 2014
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- Figure 163: Types of cosmetic brands Black women use – Estée Lauder, by household income, May 2014
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- Figure 164: Types of cosmetic brands Black women use – LVMH, by household income, May 2014
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- Figure 165: Types of cosmetic brands Black women use – Shiseido, by household income, May 2014
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- Figure 166: Types of cosmetic brands Black women use – Markwins, by household income, May 2014
Appendix: Trade Associations
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