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Black Consumers and Color Cosmetics: Incl Impact of COVID-19 - US - July 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
COVID-19: Market context
EXECUTIVE SUMMARY
Top Takeaways
Market Overview
Impact of COVID-19 on Black women and color cosmetics
Figure 1: Short-, medium- and long-term impact of COVID-19 on Black women and color cosmetics, July 2020
Opportunities and challenges in response to COVID-19
Cosmetic brands should offer free and deeply discounted products to loyal Black consumers during lean times
Figure 2: Beauty products’ spending priority, April 23-July 7, 2020
A captive audience searching for at-home solutions can induce product trial
Figure 3: The Lip Bar Fast Face System advertising and Kiss Beauty Falsies advertising, June 2020
Beauty brands continue to launch and expand product offerings
Figure 4: Fenty Skin teaser advertising, July 2020
Brands create space and help capitalize Black-owned brands
Figure 5: Sephora 15 Percent Pledge, June 2020
Category and Consumer Insights
Black women use lip products every day, face and eye are saved for social occasions
Figure 6: Facial, eye and lip cosmetic product usage, Black women and indexed to all women, April 2020
Most Black women shop makeup to replenish their supply and discover new products
Figure 7: Beauty engagement, April 2020
Walmart is the primary shopping location, but specialty stores offer the best brands
Figure 8: Retailers shopped for beauty products, April 2020
Customized products that Black women know work prior to purchase is the ideal
Figure 9: Beauty product trial, Black women and indexed to all women, April 2020
THE MARKET – WHAT YOU NEED TO KNOW
Black consumer sales of makeup estimated to fall in line with total market
Black female population will continue to skew older
Impacted financial situation does not hamper Black women’s makeup habits
BLACK FEMALE POPULATION AT A GLANCE
Black female population growth outpaces non-Black women
Figure 10: Total US and Black female population estimates, 2014-24
Black female population poised to skew older despite population growth
Figure 11: Black female population estimates by age group, 2014-24
MARKET SIZE
Market conditions and virus prevention impact cosmetic sales
Figure 12: Total US retail sales and Black consumer expenditures on color cosmetic products, at current prices, 2015-20
Black women’s spending on makeup on par with all women
Figure 13: Average spending on lip, eye and face makeup in three months; total women and Black women, October 2018-December 2019
MARKET BREAKDOWN – PRODUCT TYPE USE
Lip makeup: lip gloss is the color staple for Black women
Figure 14: Types of lip products worn, by total women and Black women and indexed to all women, October 2018-December 2019
Eye makeup: traditional shadow is preferred, but multi-use crayons are gaining in popularity
Figure 15: Types of eye products worn, by total women and Black women and indexed to all women, October 2018-December 2019
Facial makeup: Black women use foundation, but prefer multipurpose products
Figure 16: Forms and types of face products worn, by total women and Black women and indexed to all women, October 2018-December 2019
MARKET PERSPECTIVE
Most makeup use is reserved for social and work settings
Figure 17: Average number of times makeup type is worn, total women and Black women, October 2018-December 2019
Changes in Black women’s beauty spending split by routine and financial situation
Figure 18: Beauty products’ spending priorities, total women and Black women, April 23-July 7, 2020
MARKET FACTORS 
Black women more likely to be in labor force during prime years
Figure 19: Employment status by age, total women and Black women, 2019
Education and – for some – multiple jobs, drive up income
Figure 20: Black female average personal income, by age and educational attainment, 2018
Black consumer confidence mixed amidst higher unemployment
Figure 21: Consumer confidence, total and Black unemployment, 2010-June 2020
Figure 22: Women’s seasonally adjusted unemployment status, by race/Hispanic origin, January-June 2020
Figure 23: Black women’s perception on the economy, May 20-July 7, 2020
KEY TRENDS – WHAT YOU NEED TO KNOW 
Brands steer consumers to do-it-yourself products during lockdown
Vegan claims do not resonate among Black women
Multipurpose face products that offer a solution but do not deliver are left on the store shelf
Clean beauty should focus on natural ingredients for consumer buy-in
WHAT’S HAPPENING
Figure 24: Mintel GlobalTrend Drivers
Brands offer easy-to-use tips for time-strapped users
Figure 25: The Lip Bar Fast Face System advertising, June 2020
Lack of access to professional beauty services is a marketing opportunity
Figure 26: Kiss Beauty False Eyelash advertising, July 2020
WHAT’S STRUGGLING
Multipurpose face products don’t deliver for Black women
Figure 27: Facial makeup product usage, Black women and indexed to all women, April 2020
Vegan and cruelty-free messaging does not resonate among Black women
WHAT TO WATCH
Corporate brands offer capital to small, Black-owned brands
Figure 28: Sephora 15 Percent Pledge, June 2020
Fenty expansion into skincare will be the 360⁰ beauty solution
Figure 29: Fenty Skin teaser video, July 2020
Black-owned makeup brands set to follow similar success as haircare
Figure 30: Beauty Bakerie Instagram post featuring founders’ team, June 2020
Aligning “clean” beauty with sustainability claims will be an uphill battle
Figure 31: Product claims and important areas for company support, Black and total, April 2018
THE CONSUMER – WHAT YOU NEED TO KNOW 
Black women aged 18-34 experiment with different brands and products
Black women aged 45+ are loyal to brands and products but willing to adjust mix due to aging
Product replenishment drives purchase behavior, but the desire for new looks and products drive engagement
Walmart is the convenient retail option for mass brands; however, specialty retailers offer product discovery
Black-targeted and inclusive brands work well, but no one brand stands out as her favorite
Customizable products and proof-of-performance drive sales
FACIAL PRODUCT USAGE
Black women stick to facial cosmetic basics
Figure 32: Facial makeup product usage, Black women and indexed to all women, April 2020
Young Millennial Black women treat themselves with their first real paycheck
Figure 33: Black women’s facial makeup product usage, by age, April 2020
Affluent women drive usage of multiple facial products
Figure 34: Black women’s facial makeup product usage, by household income, April 2020
EYE PRODUCT USAGE
Black women use more eye products to create a more dramatic look
Figure 35: Eye makeup product usage, Black women and indexed to all women, April 2020
Income and lifestyle drive usage differences among young Black women
Figure 36: Black women’s eye makeup product usage, by age, April 2020
Busy moms find time to create eye looks
Figure 37: Black women’s eye makeup product usage, by parental status, April 2020
LIP PRODUCT USAGE
Lip gloss sets Black women’s look
Figure 38: Lip makeup product usage, Black women and indexed to all women, April 2020
Young women choose different lip looks for different occasions
Figure 39: Black women’s lip makeup product usage, by age, April 2020
BEAUTY ENGAGEMENT
Product replenishment and trial typically drive use
Figure 40: Black women’s beauty engagement, April 2020
Younger women spend more, financially okay women spend the same amount
Figure 41: Black women’s beauty engagement – spend money on makeup, by various demographics, April 2020
Brands will need to steer young women to online product trial
Figure 42: Black women’s beauty engagement – experiment with in-store beauty products, by various demographics, April 2020
Heavier social media users show growing reliance on online tutorials
Figure 43: Black women’s beauty engagement – watch makeup tutorials on social media, by various demographics, April 2020
WHERE BLACK WOMEN BUY COSMETICS
Walmart always rises to the top of retailer lists
Figure 44: Retailers Black women shopped for beauty products, April 2020
Millennial women shop at different stores for different products 
Figure 45: Retailers Black women shopped for beauty products, by age, April 2020
Black women shop Walmart due to price and convenience, but specialty stores offer the best brands
Figure 46: Retailers Black women shopped for beauty products, by household income, April 2020
Brands have an opportunity to drive sales across social media
Figure 47: Retailers Black women shopped for beauty products – on social media, by daily visits to social media sites, April 2020
BRAND ASSOCIATIONS WITH BEAUTY ATTRIBUTES
Newer brands are considered trendy, but tried and true brands still work for Black women
Figure 48: Black women’s cosmetic brand associations, April 2020
No one brand stands out for strong engagement
Figure 49: Correspondence analysis – symmetrical map – Black women’s cosmetics brand associations, April 2020
PRODUCT TRIAL AND TRADE-UP OPPORTUNITIES
Black women need assurance of product performance prior to makeup purchase
Figure 50: Product trial, Black women and indexed to all women, April 2020
Customizable, proven products will drive sales among Black women
Figure 51: TURF analysis – Black women’s product trial, April 2020
Older Black women prefer their standby products, but open to innovation 
Figure 52: Black women’s product trial, by age, April 2020
Affluent users are willing to pay for and expect the best product
Figure 53: Black women’s product trial, by household income, April 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET 
Figure 54: Total US retail sales and Black consumer expenditures on color cosmetic products, at current prices, 2015-20
APPENDIX – THE CONSUMER
Figure 55: Types of lip products worn, by total women and Black women, October 2018-December 2019
Figure 56: Types of eye products worn, by total women and Black women, October 2018-December 2019
Figure 57: Forms and types of face products worn, by total women and Black women, October 2018-December 2019
Figure 58: Average number of times makeup is worn by category, by total women and Black women, October 2018-December 2019
APPENDIX – TREND DRIVERS
Figure 59: Mintel Global Trend Drivers and Pillars

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