Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- The UK is ethnically diverse
- Diversity goes beyond beauty
- Companies and brands
- Colour cosmetics goes beyond colour
- The consumer
- Young people are diverse
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- Figure 1: Natural skin tones, by 16-24s, August 2019
- Straight hair is barely the norm
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- Figure 2: Natural hair type, August 2019
- Age remains a hot topic
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- Figure 3: Definition of a diverse beauty brand, August 2019
- People are sensitive to insensitivities
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- Figure 4: Diversity issues that discourage usage of BPC brands, August 2019
- Body diversity is welcome….
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- Figure 5: Interest in body diversity in advertising, August 2019
- … however it must be authentic
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- Figure 6: Reasons for disinterest in body diversity in advertising, August 2019
- Beauty has a wide definition
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- Figure 7: Reasons for interest in body diversity in advertising, August 2019
- Representation is important at all levels
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- Figure 8: Attitudes towards diversity in beauty and grooming, August 2019
- What we think
Issues and Insights
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- From diversity to inclusivity
- The facts
- The implications
- Diversity is not one-dimensional
- The facts
- The implications
The Market – What You Need to Know
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- Age is more than a number
- An ethnically diverse population
- Blurring gender boundaries
- Men could do with a helping hand
- Advertising sees diversity beyond beauty
Market Drivers
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- Ageing population puts the focus on age diversity
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- Figure 9: Trends in the age structure of the UK population, 2013-23
- The UK is ethnically diverse
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- Figure 10: Change in UK’s ethnic groups, England and Wales, 2001-2011
- Blurring gender boundaries
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- Figure 11: Generation Z’s attitudes towards beauty and grooming, June 2019
- Men need some attention
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- Figure 12: Men’s attitudes towards hair/skincare, May 2019
- Advertising sees diversity beyond beauty
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- Figure 13: Interest in diversity in advertising, by gender, October 2018
Companies and Brands – What You Need to Know
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- Inclusion beyond foundation in colour cosmetics
- Diversity is more than just colour
- Skincare gets positive
- Big brands target textured hair
- Age diversity continues in advertising
- Real people in advertising
- Redefining masculinity
Launch Activity and Innovation
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- Inclusion beyond foundation
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- Figure 14: Examples of foundation launches for all skin tones, January-September 2019
- More than just colour
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- Figure 15: Uoma Beauty foundation, 2019
- Challenging the narrative in colour cosmetics
- Skincare gets positive
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- Figure 16: Starface, US 2019
- Move beyond acne
- Big brands target textured hair
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- Figure 17: Dyson hair dryer attachment for textured hair, October 2019
- Continuing the pro-age trend
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- Figure 18: Pantene Pro-V Hair Biology Grey & Glowing collection (P&G), 2019
- More in menopausal skincare
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- Figure 19: Examples of NPD addressing the signs of menopause, 2019
- Making beauty accessible for all
Advertising and Marketing Activity
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- Age diversity continues to be represented
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- Figure 20: Pantene #Powerofgrey, July 2018
- Real people please
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- Figure 21: Billie, January 2018
- Redefining masculinity
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- Figure 22: John Boyega for Jo Malone, October 2019
- Going beyond a campaign
The Consumer – What You Need to Know
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- Young people are ethnically diverse
- Age remains a hot topic
- People are sensitive to insensitivities
- Realism is welcome
- People want authenticity
- Representation is important at all levels
- Be inclusive in-store
Skin Tone and Hair Type
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- Young people are diverse
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- Figure 23: Natural skin tones, by age, August 2019
- Straight hair is barely the norm
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- Figure 24: Natural hair type, by ethnicity, August 2019
Defining Diversity
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- Age remains a hot topic
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- Figure 25: Definition of a diverse beauty brand, August 2019
- Racial diversity benefits everyone
- Body diversity resonates with men
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- Figure 26: Definition of a diverse beauty brand, by gender, August 2019
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- Figure 27: Men of Manual, September 2019
- Gender and religious issues reach more people
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- Figure 28: TURF Analysis – Definition of a diverse beauty brand, August 2019
Brand Insensitivities
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- Age diversity is essential
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- Figure 29: Diversity issues that discourage usage of BPC brands, August 2019
- People are sensitive to insensitivities
- A diverse workforce can avoid backlash
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- Figure 30: Diversity issues that discourage usage of BPC brands, by ethnicity, August 2019
- Product availability must be representative
Body Diversity in Advertising
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- Realism is welcome
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- Figure 31: Interest in body diversity in advertising, August 2019
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- Figure 32: Lady Gaga, July 2019
- Celebrating imperfection …
- … but only to a certain extent
- Tokenism is an issue
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- Figure 33: Reasons for disinterest in body diversity in advertising, August 2019
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- Figure 34: Billie, October 2019
- Beauty has a wide definition
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- Figure 35: Reasons for interest in body diversity in advertising, August 2019
- Advertising impacts self-perception
Attitudes towards Diversity in Beauty
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- Represent at all levels
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- Figure 36: Attitudes towards diversity in beauty, August 2019
- Cater for men
- Make stores inclusive
- Price needs to be accessible too
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- TURF – Methodology
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- Figure 37: Table - TURF Analysis – Diversity in Beauty, August 2019
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