US Diversity and Inclusivity in Beauty Report 2021
£ 3,695 (Excl.Tax)
Report Summary
Providing the most comprehensive and up-to-date information and analysis of the U.S Diversity and Inclusivity in Beauty market including the behaviours, preferences and habits of the consumer.
Although the beauty industry has made strides in recent years to be more inclusive, key audiences in the beauty space still feel underrepresented – both in marketing materials and in having equitable access to products that meet their needs. To stay culturally relevant, it’s essential for brands to actively seek ways to improve diversity, equity and inclusion in beauty.
Quickly understand
- The impact of the COVID-19 pandemic on diversity and inclusivity in beauty.
- The types of diversity consumers want to see in beauty.
- How consumers define inclusive beauty brands.
- Why consumers want to see diversity in beauty.
Covered in this report
Key topics: Inclusive brands innovate with “universal” approaches; Solve consumers beauty needs with inclusive packaging design; Diversifying population will increase demand for inclusive beauty; Retailers and brands respond to the Black Lives Matter Movement and much more.
Expert analysis from a specialist in the field
Written by Clare Hennigan, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Diversity in beauty is not a marketing tactic – it’s an essential practice and must be a key area of focus among every beauty brand on the market today. It requires a strong commitment from brands to listen and collaborate with members of underserved groups to ensure successful and meaningful products and campaigns. Authentic communication is key in building trust with consumers. Successful brands recognize that inclusion is an ongoing (and necessary) process that needs to be considered during every phase of the product development process.
Claire Hennigan
Senior Beauty and Personal Care Analyst
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- Market context
- What you need to know
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Executive Summary
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- Key takeaways
- Inclusivity isn’t just about representation, it’s about accessibility
- Figure 1: Brand Inclusivity Indicators, November 2020
- Inclusivity creates an opportunity for innovation
- A one size fits all approach to DEI falls flat with consumers
- Beauty brands are not going to be able to sit on the fence moving forward
- Beauty brands have the opportunity to grow by inspiring and empowering consumers
- Covid-19 accelerated Americans’ focus on diversity and inclusivity in beauty
- Figure 2: Short, medium and long term impact of COVID-19 on Diversity and Inclusivity in beauty, February 2021
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Market Trends – Key Takeaways
- Boost skin tone representation in facial skincare
- Key consumer groups will be hit hard by economic downturn
- Solve unmet needs with inclusive packaging design
- Boost skin tone representation in facial skincare
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Market Trends
- Boost skin tone representation in facial skincare
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- Figure 3: Instagram post – cultural competency in derm
- Figure 4: Skin tones by race and Hispanic origin, November 2020
- Address diversity and intersectionality in LGBTQ+ communities
- Impact of COVID-19 on diversity and inclusivity in beauty
- Figure 5: Instagram post – Sharon Chuter
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- Figure 6: Short-, medium- and long-term impact of the COVID-19 pandemic on diversity and inclusivity in beauty, July 2020
- Lockdown
- Re-emergence
- Recovery
- Learnings from the Great Recession
- Boost skin tone representation in facial skincare
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Market Factors
- Key consumer groups will be hit hard by the economic downturn
- Diversifying population will increase demand for inclusive beauty
- Will advancements in customization technology drive inclusivity?
- Figure 7: Lancôme Le Teint Particulier
- Key consumer groups will be hit hard by the economic downturn
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Market Opportunities
- Bring brand awareness with influencer partnerships
- Figure 8: Instagram post – @wheelchair_rapunzel
- Address inclusivity in clean beauty
- Representation helps with self-acceptance, but there is still work to be done
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- Figure 9: Instagram post – @Sibyllete
- Solve consumers beauty needs with inclusive packaging design
- Bring brand awareness with influencer partnerships
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Competitive Strategies
- Retailers and brands respond to the Black Lives Matter Movement
- Vaseline: Equitable skincare for all
- Figure 10: Vaseline – Equitable skincare for all
- Retailers commit to the 15% pledge
- Figure 11: Instagram Post – Sephora 15% pledge
- Necessary renovation through reconciliation
- Inclusive brands innovate with “universal” approaches
- Figure 12: Instagram Post – Go-To Skincare
- Retailers and brands respond to the Black Lives Matter Movement
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The Consumer – Key Takeaways
- Consumer segments defined by attitudes toward beauty
- Affordability denotes inclusivity
- Young adults most receptive to different types of diversity
- Improve brand-consumer relationships with increased representation
- Brands that promote diversity win consumer support
- Promote DEI efforts on social media
- Inclusive ads fuel inspiration
- Consumer segments defined by attitudes toward beauty
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Consumer Segmentation
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- Factors
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- Figure 13: Consumer segmentation, November 2020
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- Figure 14: Brand type, by consumer segmentation
- Segment 1: Beauty Ambivalent
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- Figure 15: Attitudes toward beauty, by Beauty Ambivalent, November 2020
- Segment 2: Diversity Detractors
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- Figure 16: Attitudes toward beauty, by Diversity Detractors, November 2020
- Segment 3: Beauty Realists
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- Figure 17: Attitudes toward beauty, by Beauty Realists, November 2020
- Segment 4: Beauty activists
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- Figure 18: Attitudes toward beauty, by Beauty Activists, November 2020
- Segment 5: Beauty Idealists
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- Figure 19: Attitudes toward beauty, by beauty idealists, November 2020
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Brand Inclusivity Indicators
- Affordability denotes inclusivity
- Figure 20: Brand inclusivity indicators, November 2020
- The definition of inclusivity varies by age
- Figure 21: select brand inclusivity indicators, by age, November 2020
- Beauty Activists set the inclusive bar high
- Figure 22: select brand inclusivity indicators, by consumer segment, November 2020
- Affordability denotes inclusivity
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Types of Diversity
- Adults are open to seeing diversity in beauty advertising
- Figure 23: Types of Diversity, November 2020
- Body hair on women can be alienating or empowering
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- Figure 24: TikTok – @Kirayoop
- Figure 25: Types of Diversity – Yes, by gender, November 2020
- Young adults most receptive to different types of diversity
- Figure 26: Instagram Post – @Mattxiv
- Figure 27: Types of Diversity – Yes, by age, November 2020
- Adults are open to seeing diversity in beauty advertising
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Diversity Motivators and Barriers
- Improve brand-consumer relationships with increased representation
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- Figure 28: Instagram post – Topicals
- Figure 29: Diversity Motivators, November 2020
- Increase awareness to normalize different types of beauty
- Figure 30: Gucci Beauty – Instagram Post
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- Figure 31: Diversity barriers, November 2020
- Improve brand-consumer relationships with increased representation
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Behaviors toward Beauty Brands
- Brands that promote diversity win consumer support
- Figure 32: Behaviors toward beauty brands, November 2020
- Indie brands appeal to consumers that seek diversity
- Figure 33: Key drivers of behaviors toward beauty brands/products, November 2020
- Methodology
- Brands that promote diversity win consumer support
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Learning About Diverse and Inclusive Brands
- Promote DEI efforts on social media
- Figure 34: Learning resources, November 2020
- Advertising DEI strategies are not one-size-fits-all
- Figure 35: Learning resources, by select consumer segmentation, November 2020
- Promote DEI efforts on social media
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Sentiment toward Beauty Advertising
- Inclusive ads fuel inspiration
- Figure 36: Sentiment toward beauty advertising, November 2020
- Help women feel included in the beauty conversation
- Figure 37: Sentiment toward beauty advertising, by gender, November 2020
- Inclusive ads fuel inspiration
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Appendix – Data Sources and Abbreviations
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Consumer survey data
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Appendix – The Consumer
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- Figure 38: Consumer segmentation, by age, November 2020
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- Figure 39: Consumer segmentation, by race and Hispanic origin, November 2020
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- Figure 40: Disability status, by consumer segmentation, November 2020
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- Figure 41: TURF Analysis – Defining diversity, November 2020
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Appendix – Key Driver Analysis
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- Interpretation of results
- Figure 42: Key drivers of behaviors toward beauty brands/products, November 2020
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