Cosmetics & Beauty ReportAugust 2020
Survey Method• Self identify as Hispanic, African-American, Asian or N.H. White origin• 18+ years of age Field DatesJuly 24 to August 8th, 2020• National Online studyScreening Criteria1,525Total501Hispanics255African-American254Asians515N.H. WhitesMethodology
Summary of Key Findings•Two-thirds of consumers surveyed have purchased cosmetics/beauty products in the past 6 months (January-July 2020).•The Internet is essential to the cosmetic/beauty category for shopping, product information, and advice.•Close to half of consumers surveyed are buying cosmetics a lot more/ somewhat more online since the pandemic started.•Many of those surveyed follow social media influencers for beauty advice. Male influencers are among the most popular.•Only about one-fifth feels certain that they will ever feel comfortable going back to a store to try cosmetics/beauty products.•Diversity in skin tone offerings is deemed important when selecting a beauty/cosmetic product to buy or use, and generally more important than other aspects of the product and corporate initiatives.
Two-thirds have purchased cosmetics or beauty products in the past 6 months.66%62%57%63%70%56%76%60%75%68%53%Total MarketHispanicsAfricanAmericanAsiansNon-HispanicWhiteMaleFemaleGen Z: Age18-22Millennials:Age 23-38Gen X: Age39-54Boomers:Age 55-64% YES(A)(B)(C)(D)(E)(F)(G)(H)(J)(K)Base Size:(1,525)(501)(255)(254)(515)(738)(765)(264)(557)(435)(269)EGKKLetter indicates significance at 95% confidence level.AB•African American consumers are purchasing less, but almost 3 in 5 have purchased over the past six months.•Not surprisingly, women are more likely than men to have purchased the category. •Millennials, followed by Gen X, are also more likely to have purchased the category.Have you purchased cosmetics or related beauty products in the past 6 months? Base: Total Sample
Online is an important platform for the cosmetic/beauty category shopping and information.Role of Online in Cosmetics/Beauty CategoryBase: Have purchased cosmetics or related beauty products in the past 6 months (n=975)73%Cosmetic buyers use online sources to find information on the category – products and brands – through searches, YouTube, and social media.42%Cosmetic buyers are buying beauty/cosmetic products online a lot more or somewhat more now than pre-pandemic.Cosmetic buyers are looking to social media influencers for ideas about beauty/cosmetic products a lot more or somewhat more now than pre-pandemic.34%Of cosmetic buyers have purchased cosmetics online in the past six months. Online is the most popular point of purchase.52%Consumers Who Have Purchased Cosmetics in the Past Six Months
Online represents the top point-of-purchase and information source for cosmetics and related beauty products.Where do you purchaseyour cosmetics/beauty products?•Half purchase cosmetics via online outlets, but brick-and-mortar retailers as a whol...
