US Black Consumers: Beauty Trends Report 2022

Overview

• What you need to know
• This Report looks at the following areas
• Market context

Executive Summary

• Top takeaways
• Market overview
• Opportunities and challenges
• Create discount programs to encourage seniors to shop online
  • Figure 1: Where consumers 55 and older have purchased BPC online, 2022
• Focus on brand partnerships to extend brands and expose Black consumers to new products
  • Figure 2: BPC shopping behaviors and influences, 2022
• Showcase father and child relationships in advertising – especially grooming
  • Figure 3: Men’s preference on gender specific BPC, by age, 2022

Market Factors and Context

• Beauty and personal care market overview
  • Figure 4: Total US retail sales and forecast of beauty and personal care, at current prices, 2017-27
• Black population growth in the US remains strong
  • Figure 5: Population, by race, 2016-26
• Black consumers are diverse and young, but seniors are the future
  • Figure 6: US Black population by age, 2017
  • Figure 7: Population and projections of African Americans aged 65 and over, 2017-60
• Black representation and inclusivity remain a key topic
  • Figure 8: attitudes toward representation, 2022
• Inflation impacts on inclusivity
  • Figure 9: Disposable Personal Income change from previous period, 2012-22
  • Figure 10: Allies of Skin Instagram Page, 2022
• Inclusivity through education: cosmetology schools incorporate more education on Black hair
• CROWN Act is helping make hair discrimination illegal

Future Opportunities and Strategies

• Meeting consumer needs through the lens of the Identity Trend Driver
• Respect differences, represent and affirm consumer preferences through advertising
• Meeting consumer needs through the lens of the Value Trend Driver
• Create discount programs to encourage seniors to shop online
• Meeting needs through the lens of the Experiences Trend Driver
• Focus on luxury and pleasure through virtual shopping experiences
  • Figure 11: P&G 360 shopping experience integrated with Shopee | Byondxr 2022

Black Consumers Beauty Trends: Fast Facts

Desire for Representation in BPC

• Strong desire to see more diverse beauty standards
  • Figure 12: attitudes toward representation, 2022
• Sell the experience, not just the product
• Older generations affirm that diversity is improving
  • Figure 13: Black consumers who see more beauty brands/products for POC, by age, 2022
• Black consumers’ idea of representation considers the full spectrum of diversity within their community
  • Figure 14: Attitudes toward cultural representation in beauty, 2022

Aging in Beauty

• Black seniors engaged in beauty industry
  • Figure 15: Attitudes toward diverse beauty standards, overall vs 65+ 2022
• Older Black adults are purchasing online through Amazon, highlighting opportunity to attract them to other online avenues
• Create discount programs to encourage seniors to shop online
  • Figure 16: Where consumers 55 and older have purchased BPC online, 2022
• Drug stores are most frequented by Black men 65 and over
  • Figure 17: Drug store shoppers, by gender and age, 2022

Types of BPC Products Purchased

• Haircare top beauty products for Black consumers
  • Figure 18: Beauty and personal care items purchased in the last 12 months, 2022
• Elevate the shopping experience for women (especially moms) by appealing to them as primary users of household purchases
  • Figure 19: Beauty and personal care items purchased in the last 12 months, women vs overall 2022
• • Figure 20: Pure culture beauty’s Instagram Page, 2022
• Black men 45 and older are racking up on shaving gel/cream
  • Figure 21: Men who have purchased shaving gel/cream in the last 12 months, by age 2022
• Fine fragrances sign of luxury for Black Gen Z and Millennial women
  • Figure 22: Purchased fine fragrances in the past 12 months, by generation and gender, 2022
• Black consumers from households earning less than $25K less focused on facial skin care
  • Figure 23: Purchased facial skincare in the past 12 months, by income, 2022

BPC Purchase Locations

• Despite growing online options, in-store mass merchants top option for many Black consumers
  • Figure 24: Where consumers are shopping, 2022
• Amazon has the biggest pull for online retailers
  • Figure 25: Consumers that have purchased BPC online in the past 12 months, 2022
• Utilize virtual storefronts to connect consumers to products online and in store
  • Figure 26: Savage X Fenty Instagram page, 2022

BPC Shopping Behavior

• Black consumers seek consistent, familiar shopping experiences
  • Figure 27: BPC shopping behaviors and influences, 2022
• Focus on brand partnerships to extend brands and expose Black consumers to new products
  • Figure 28: Ben and Jerrys Instagram page, 2022
• Social media a source of brand discovery primarily for 18-34 year olds
  • Figure 29: Use social media to find brands and products, by age, 2022
• Young, high earners particularly influenced by social media
  • Figure 30: Use social media to find brands and products, by age and income, 2022
• Tie in entertaining and culturally relevant content to build a brand experience via social media
  • Figure 31: Dunkin’ Instagram page, 2022

Hairstyling

• Men and women split between barber shop and doing hair at home
  • Figure 32: Where consumers get their hair done, 2022
• • Figure 33: Barber shop vs at-home styling, by gender, 2022
• Most Black women are focused on natural hair styling at home
  • Figure 34: Hairstyles consumers are wearing, 2022
• Satisfactory results are making Black consumers at-home stylists
  • Figure 35: Reasons for at-home hair styling, 2022
• Focus on education and innovation to build trust with Black consumers

Black Men’s Grooming

• Black men’s perspectives on men’s beauty and grooming is split
  • Figure 36: Men’s attitudes toward men’s beauty and grooming, 2022
• Respect differences and affirm consumer preferences through advertising
  • Figure 37: Mansplaining How To Clean Your Face The Right Way | Lumin, 2022
• Black men 18-34 more gender fluid when it comes to BPC products
  • Figure 38: Men’s preference on gender-specific BPC, by age, 2022
• • Figure 39: Sable.labs Instagram page, 2022
• Black dads more likely to feel underrepresented in beauty products than men without children
• Showcase father and child relationships in advertising – especially grooming
  • Figure 40: Men’s preference on gender-specific BPC, by age, 2022

Appendix – Data Sources and Abbreviations

• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms