Description

“Makeup is more than just part of a grooming routine for Black women. It is more like a coat of armor that represents who she is to the world, as well a way to secure her own personal sense of self. Social distancing due to COVID-19 has reduced her occasions to present herself to the world, but she continues to wear makeup for her own sense of wellbeing and normalcy amidst chaos.”

– Toya Mitchell, Senior Multicultural Analyst

This report will look at the following areas:

  • The impact of COVID-19 on Black women’s makeup use and purchasing  
  • The disproportionate financial impact of the recession on Black women   
  • The impact of targeted and inclusive makeup brands launched within the past decade
  • Product claims and trends that impact Black women’s new product trial

Table of Contents

  1. 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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