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Description

Description

“The beauty industry has taken strides in projecting a more diverse image in recent years; the ‘Fenty effect’ continues to reverberate through colour cosmetics and beauty brands have increasingly distanced themselves from stereotyping in advertising campaigns and when marketing products across beauty categories. However for a beauty brand to truly resonate with consumers on these issues, it needs to shift the conversation from diversity to inclusivity. Only through inclusivity can beauty brands be truly diverse, enrich their product development and authentically connect with consumers through meaningful advertising campaigns.”

– Roshida Khanom, Category Director BPC

This report examines the following issues:

  • From diversity to inclusivity
  • Diversity is not one-dimensional

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • 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
                        • Figure 1: Natural skin tones, by 16-24s, August 2019
                      • Straight hair is barely the norm
                        • Figure 2: Natural hair type, August 2019
                      • Age remains a hot topic
                        • Figure 3: Definition of a diverse beauty brand, August 2019
                      • People are sensitive to insensitivities
                        • Figure 4: Diversity issues that discourage usage of BPC brands, August 2019
                      • Body diversity is welcome….
                        • Figure 5: Interest in body diversity in advertising, August 2019
                      • … however it must be authentic
                        • Figure 6: Reasons for disinterest in body diversity in advertising, August 2019
                      • Beauty has a wide definition
                        • Figure 7: Reasons for interest in body diversity in advertising, August 2019
                      • Representation is important at all levels
                        • Figure 8: Attitudes towards diversity in beauty and grooming, August 2019
                      • What we think
                      • Issues and Insights

                        • From diversity to inclusivity
                          • The facts
                            • The implications
                              • Diversity is not one-dimensional
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • 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

                                              • Ageing population puts the focus on age diversity
                                                • Figure 9: Trends in the age structure of the UK population, 2013-23
                                              • The UK is ethnically diverse
                                                • Figure 10: Change in UK’s ethnic groups, England and Wales, 2001-2011
                                              • Blurring gender boundaries
                                                • Figure 11: Generation Z’s attitudes towards beauty and grooming, June 2019
                                              • Men need some attention
                                                • Figure 12: Men’s attitudes towards hair/skincare, May 2019
                                              • Advertising sees diversity beyond beauty
                                                • Figure 13: Interest in diversity in advertising, by gender, October 2018
                                            • Companies and Brands – What You Need to Know

                                              • 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

                                                            • Inclusion beyond foundation
                                                              • Figure 14: Examples of foundation launches for all skin tones, January-September 2019
                                                            • More than just colour
                                                              • Figure 15: Uoma Beauty foundation, 2019
                                                            • Challenging the narrative in colour cosmetics
                                                              • Skincare gets positive
                                                                • Figure 16: Starface, US 2019
                                                              • Move beyond acne
                                                                • Big brands target textured hair
                                                                  • Figure 17: Dyson hair dryer attachment for textured hair, October 2019
                                                                • Continuing the pro-age trend
                                                                  • Figure 18: Pantene Pro-V Hair Biology Grey & Glowing collection (P&G), 2019
                                                                • More in menopausal skincare
                                                                  • Figure 19: Examples of NPD addressing the signs of menopause, 2019
                                                                • Making beauty accessible for all
                                                                • Advertising and Marketing Activity

                                                                  • Age diversity continues to be represented
                                                                    • Figure 20: Pantene #Powerofgrey, July 2018
                                                                  • Real people please
                                                                      • Figure 21: Billie, January 2018
                                                                    • Redefining masculinity
                                                                      • Figure 22: John Boyega for Jo Malone, October 2019
                                                                    • Going beyond a campaign
                                                                    • The Consumer – What You Need to Know

                                                                      • 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

                                                                                    • Young people are diverse
                                                                                      • Figure 23: Natural skin tones, by age, August 2019
                                                                                    • Straight hair is barely the norm
                                                                                      • Figure 24: Natural hair type, by ethnicity, August 2019
                                                                                  • Defining Diversity

                                                                                    • Age remains a hot topic
                                                                                        • Figure 25: Definition of a diverse beauty brand, August 2019
                                                                                      • Racial diversity benefits everyone
                                                                                        • Body diversity resonates with men
                                                                                          • Figure 26: Definition of a diverse beauty brand, by gender, August 2019
                                                                                          • Figure 27: Men of Manual, September 2019
                                                                                        • Gender and religious issues reach more people
                                                                                          • Figure 28: TURF Analysis – Definition of a diverse beauty brand, August 2019
                                                                                      • Brand Insensitivities

                                                                                        • Age diversity is essential
                                                                                          • Figure 29: Diversity issues that discourage usage of BPC brands, August 2019
                                                                                        • People are sensitive to insensitivities
                                                                                          • A diverse workforce can avoid backlash
                                                                                            • Figure 30: Diversity issues that discourage usage of BPC brands, by ethnicity, August 2019
                                                                                          • Product availability must be representative
                                                                                          • Body Diversity in Advertising

                                                                                            • Realism is welcome
                                                                                                • Figure 31: Interest in body diversity in advertising, August 2019
                                                                                                • Figure 32: Lady Gaga, July 2019
                                                                                              • Celebrating imperfection …
                                                                                                • … but only to a certain extent
                                                                                                  • Tokenism is an issue
                                                                                                    • Figure 33: Reasons for disinterest in body diversity in advertising, August 2019
                                                                                                    • Figure 34: Billie, October 2019
                                                                                                  • Beauty has a wide definition
                                                                                                    • Figure 35: Reasons for interest in body diversity in advertising, August 2019
                                                                                                  • Advertising impacts self-perception
                                                                                                  • Attitudes towards Diversity in Beauty

                                                                                                    • Represent at all levels
                                                                                                      • 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

                                                                                                            • Abbreviations
                                                                                                              • Consumer research methodology
                                                                                                                • TURF – Methodology
                                                                                                                  • Figure 37: Table - TURF Analysis – Diversity in Beauty, August 2019

                                                                                                              This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                                              • Market

                                                                                                                Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                              • Consumer

                                                                                                                Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                              • Brand/Company

                                                                                                                Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                              • Data

                                                                                                                Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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