Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Strong growth from 2011-16, modest increase forecast through 2021
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- Figure 1: Expenditures and fan chart forecast of Black consumers on beauty products, at current prices, 2011-21
- Black women under index for use of many products
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- Figure 2: Any and regular use of beauty products, Black women and indexed to all women, April 2016
- The issues
- Black women rate their skills using beauty products lower, less likely to experiment
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- Figure 3: Skill level, experimentation, and brand type, by Black women vs all, April 2016
- Replacement is the main reason for beauty product purchase
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- Figure 4: Black women’s top three reasons for purchasing beauty products, April 2016
- Mainstream brands have clout, but struggle to build share
- The opportunities
- Key consumer segments – Trendy Naturalistas, Glam Artists – are highly engaged
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- Figure 5: Black women’s regular use of select beauty products, by beauty attitude segments, April 2016
- Beauty Enthusiasts use more products, show engagement by range of measures
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- Figure 6: Black women’s regular use of beauty products, by beauty engagement segments, April 2016
- Natural product lines, products designed for Blacks, and more authentic advertising
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- Figure 7: Black women’s purchase influencers for beauty products, by beauty attitudes segments, April 2016
- What it means
The Market – What You Need to Know
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- $2 billion market projected to show modest, steady growth through 2021
- Natural product lines and “beauty from within” trends help drive growth
- Broader beauty segment trends shape, reflect Black engagement
- Blacks are a young, growing population with significant buying clout
- Single moms often helm Black households with children, invest in beauty
Market Size and Forecast
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- Growth from 2011-16 has been positive, if somewhat uneven
- Market projected to reach over $2.3 billion by 2021
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- Figure 8: Expenditures and fan chart forecast of Black consumers on beauty products, at current prices, 2011-21
- Figure 9: Expenditures and forecast of Black consumers on beauty products, at current prices, 2011-21
Market Perspective
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- Widespread demand for and increased availability of natural care options
- “Beauty from Within” trends and food-based ingredients also shape beauty market
Market Breakdown
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- Wider beauty market is growing, topping $23 billion in 2015
- In more narrowly defined market, cosmetics is fastest growing segment
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- Figure 10: Share of beauty market sales, by category, 2016 (est)
- Fashion trends and experimentation propel the largest segment: color cosmetics
- Facial skincare benefits from anti-aging claims, but sees competition from cosmetics
- Saturated marketplace and competition in fragrance leads to flat growth
- Nail color, currently off-trend, sees growth lag relative to the beauty market as a whole
- Haircare products widely used, may benefit from specific Black needs
- In fragmented retail landscape, drug stores, online retailers grow share
Market Factors
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- Blacks make up a fast-growing, relatively young demographic
- Black population growing at a faster rate than Whites
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- Figure 11: Population by race and Hispanic origin, 2011-21
- iGeneration and Millennials represent nearly half of Black population
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- Figure 12: Population of generations, by race/Hispanic origin, 2016
- Improving economy and the buying power of Black households
- Buying power: Blacks buying power at more than $1 trillion
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- Figure 13: Buying power trends among Black consumers, 1990-2019 (projections)
- Blacks still have lower average household incomes, were hard hit by recession
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- Figure 14: Median household income for households headed by Blacks, in inflation-adjusted dollars, 2004-14
- Recent economic indicators are positive
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- Figure 15: Black women’s regular use of beauty products, by household income, April 2016
- Regional considerations: Black population is concentrated in the South
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- Figure 16: Black geographic concentration, by region, 2010
- Black moms use more beauty products, often head of households
- Blacks more likely than Whites to have children, who are often living with single moms
- Black moms use more beauty products regularly
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- Figure 17: Black women’s regular use of beauty products, by parent status, April 2016
- Black households nearly four times more likely than White ones to be headed by women
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- Figure 18: Household living situation, by race/Hispanic origin, 2014
Key Players – What You Need to Know
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- Successful players serve natural beauty trends, tout African heritage
- Black cosmetic lines reach users with range of colors, online tools
- Mainstream brands reach out to Blacks, but could do more
- Black-owned niche suppliers and small-batch brands gain traction
- Inclusive approach to race in marketing and “mixed race” products
What’s Working?
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- Natural looks, nourishing products, organic ingredients
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- Figure 19: Sephora, Milk Makeup Tutorial: Castings Look Featuring Saada | Sephora, February 2016
- Nourishing products and care for natural locks in haircare offerings
- Products, brands, natural ingredients related to African heritage
- African Pride makes “Legacy” a central theme of marketing
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- Figure 20: African Pride “Legacy” commercial, May 2015
- Sundial builds success with SheaMoisture, rolls out new prestige line at Sephora
- Black cosmetic brands engage with online guides, social media, apps
- Black Opal offers affordable range, free samples, and social media engagement
- IMAN offers “beauty made easy” mobile app and online “build your base” guide
- black|Up offers luxury brand for Black consumers, sold through Sephora
- Products, marketing, and spokespeople for ethnically diverse users
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- Figure 21: Revlon, #CHOOSE LOVE campaign, February 2016
- Figure 22: MAC “Future forward” print ad, 2016
What’s Struggling?
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- Mainstream brands still dominate beauty market, but struggle to grow
- Fashion Fair’s challenges as it seeks to modernize and broaden appeal
- In haircare, traditional relaxers and straighteners struggle
What’s Next?
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- Niche suppliers, small-batch brands and Black female-owned businesses
- Miss Jessie’s, Naturalicious, and Oylin in natural haircare market
- KA’OIR and Magnolia Makeup feature bold, super bright colors and glitters
- Pooka and Kimo Bentley among small batch, handcrafted natural skin care lines
- Ginger + Liz offer vegan, toxin-free nail care options
- Curlbox and Cocotique offer sample subscriptions services
- Inclusive approach to race and “mixed race” products
- SheaMoisture’s “barrier breaking” brings its products into general beauty aisle
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- Figure 23: SheaMoisture: Break the Walls #BREAKTHEWALLS, April 2016
- “Mixed Chicks” exemplifies brand affirming and targeting “mixed race” demographic
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- Figure 24: Mixed Chicks In the Mix Quick Sticks, May 2015
The Consumer – What You Need to Know
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- Black beauty consumers segmented by engagement and by attitudes
- On a whole, Blacks under index for usage; though some highly engaged
- Replacement is key, but interest in “new” and self-pampering also high
- Most Blacks show limited allegiance to specific stores or brands
- Price and brand are top influencers, but secondary factors differentiate
- Trendy Naturalistas, Beauty Enthusiasts sensitive to cultural authenticity
Black Women Beauty Consumer Segmentation
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- Based on beauty category engagement: Enthusiasts, Occasional, Basic
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- Figure 25: Black beauty engagement segments, April 2016
- Beauty Enthusiasts are the most avid, engaged consumers
- Occasional Beauty consumers are somewhat engaged
- Basic Beauty consumers are the least invested in the category, largest segment
- Based on attitudes: Trendy Naturalista, Glam Artist, Mother Naturale, Functionista
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- Figure 26: Overview of the four Black female beauty attitudes segments, April 2016
- Trendy Naturalista – Young, engaged, culturally connected
- Glam Artists – Stylish, more affluent, range of ages
- Mother Naturales – Older, more mature, poised, natural beauty
- Functionistas – Older, suburban, pragmatic, low-maintenance
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- Figure 27: Beauty segments (attitudes) vs beauty segments (engagement), April 2016
Black Women’s Use of Beauty Products
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- Black women over index for use of fragrance and nail color
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- Figure 28: Any and regular use of beauty products, Black women and indexed to all women, April 2016
- Trendy Naturalistas and Glam Artists show higher usage overall
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- Figure 29: Black women’s regular use of beauty products, by beauty attitude segments, April 2016
- Beauty Enthusiasts over index for the range of products
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- Figure 30: Black women’s regular use of beauty products, by beauty engagement segments, April 2016
Time Spent, Skills, Experimentation, Brand Choice
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- Moderate engagement seen in routines, skills, and experimentation
- Black women more likely to seek value brands, or buy a mix of brands
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- Figure 31: Time spent on beauty routine, skill level, experimentation, and brand type, by Black women vs all, April 2016
- Trendy Naturalistas invest in beauty via time, skills, experimentation
- Opportunities to tout high-end brands to Mother Naturales, Functionistas
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- Figure 32: Black women’s time spent on beauty routine, skill level, experimentation, and brand type, by beauty attitude segments, April 2016
- Type of brand selected has limited relationship to category engagement
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- Figure 33: Black women’s time spent on beauty routine, skill level, experimentation, and brand type, by beauty engagement segments, April 2016
Reasons Black Women Purchase Beauty Products
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- Replacement is top reason, treating self, or experimenting close behind
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- Figure 34: Reasons for purchasing beauty products – Tier 1, Black women and indexed to all women, April 2016
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- Figure 35: Reasons for purchasing beauty products – Tier 2, Black women and indexed to all women, April 2016
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- Figure 36: Reasons for purchasing beauty products – Tier 3, Black women and indexed to all women, April 2016
- Motives other than replacement more likely to drive Trendy Naturalistas and Glam Artists
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- Figure 37: Black women’s reasons for purchasing beauty products – Tier 1, by beauty attitude segments, April 2016
- Second-tier motives also drive Trendy Naturalistas and Glam Artists
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- Figure 38: Black women’s reasons for purchasing beauty products – Tier 2, by beauty attitude segments, April 2016
- Quest for new looks drives Beauty Enthusiasts to purchase
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- Figure 39: Black women’s reasons for purchasing beauty products – Tier 1, by beauty engagement segments, April 2016
- Impulse buys and upgrades also motivate Beauty Enthusiasts
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- Figure 40: Black women’s reasons for purchasing beauty products – Tier 2, by beauty engagement segments, April 2016
- Replacement motivates many buying upper-tier brands
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- Figure 41: Black women’s reasons for purchasing beauty products – Tier 1, by beauty brand types, April 2016
- Those buying on impulse or for a special event turn to a range of brands
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- Figure 42: Black women’s reasons for purchasing beauty products – Tier 2, by brand types, April 2016
Black Women’s Beauty Products Shopping Behaviors
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- Most show limited allegiance to specific stores and brands
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- Figure 43: Black women’s reasons for purchasing beauty products – Loyalty, retail preferences, April 2016
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- Figure 44: Black women’s reasons for purchasing beauty products – Price, trial, influence, April 2016
- Trendy Naturalistas value samples, makeovers, testing opportunities
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- Figure 45: Black women’s reasons for purchasing beauty products, by beauty attitudes segments, April 2016
- Beauty Enthusiasts prize opportunities to try on and sample latest products
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- Figure 46: Black women’s reasons for purchasing beauty products, by beauty engagement segments, April 2016
Purchase Influencers for Beauty Products
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- Price, brand, benefit, and design for women of color are top influencers
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- Figure 47: Black women’s purchase influencers for beauty products, April 2016
- Trendy Naturalistas seek products designed for women of color
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- Figure 48: Black women’s purchase influencers for beauty products, by beauty attitudes segments, April 2016
- Beauty Enthusiasts weigh many factors and information sources
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- Figure 49: Black Beauty Enthusiasts’ purchase influencers for beauty products, indexed to all Black women who use beauty products, April 2016
Attitudes toward Beauty Product Marketing
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- About four in 10 would like ads that reflect Black culture
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- Figure 50: Attitudes toward inclusivity and trust in marketing, Black women and indexed to all women, April 2016
- Social media, YouTube and online tools valued by Trendy Naturalistas
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- Figure 51: Black women’s attitudes toward beauty products marketing, by beauty attitudes segments, April 2016
- Beauty Enthusiasts are engaged, but also savvy and skeptical
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- Figure 52: Black women’s attitudes toward beauty products marketing, by beauty engagement segments, April 2016
Appendix: Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix: Market
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- Figure 53: Expenditures and forecast of Black consumers on beauty products, at inflation-adjusted prices, 2011-21
- Market factors: Additional demographic charts and economic data
- Population by race and gender
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- Figure 54: Men by race and Hispanic origin, 2011-21
- Figure 55: Women by race and Hispanic origin, 2011-21
- Distribution of population by race and generation
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- Figure 56: Distribution of population by race and generation, 2016
- Median household income, by race/Hispanic origin
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- Figure 57: Median household income for households, by race and Hispanic origin of household, 2014
- Consumer confidence
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- Figure 58: Consumer confidence, January 2007-May 2016
- Black buying power, by top states and regions
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- Figure 59: Top 10 states or areas ranked by share of Black buying power, 2014
- Households with children, by race and Hispanic origin
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- Figure 60: Households with own children, by race and Hispanic origin of householder, 2013
- Who children live with, by race and Hispanic origin
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- Figure 61: Who children live with, by race and Hispanic origin, 2012
- Black households, by presence and age of children
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- Figure 62: Black households, by presence and ages of own children, 2013
- Householder type, by race of householder
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- Figure 63: Household type, by race of householder, 2013
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