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Cosmetics & Beauty
Report
Methodology
Field Timing
July 21 – August 07, 2023
Survey Method
Online Survey
Regional Coverage
National
Screening Criteria
Self-identifying as Asian,
African-American, Hispanic or
N.H. White
18+ years
TOTAL CATEGORY USERS 1,851
516
Hispanics
424
African American
436
Asians
475
N.H. Whites
Key Findings
? About 7-out-of-10 adults surveyed said they had purchased
cosmetics and/or related beauty products in the previous 90 days.
? There was a significant increase in reported purchase of these
products by men and Gen Z (ages 18-25) respondents compared to
a similar survey conducted by ThinkNow in 2020.
? The biggest sources of information for consumers regarding
cosmetics and related beauty products are friends and social
media.
? When it comes to choosing what products to buy, consumers place
the most importance on brands that are cruelty free, offer
solutions for different skin tones and offer different price points.
Celebrity endorsements are far less important.
? L’OR?AL and Maybelline top the list of consumers’ favorite brands
in the category.
? While Sephora, L’OR?AL, CoverGirl and Maybelline are seen as the
most “inclusive” brands in the category, about half of consumers
still believe that the cosmetic and beauty industry adheres to
heteronormative standards.
Detailed
Findings
Letter indicate significant difference at 95% confidence level.
Significantly more men report using cosmetic/related beauty products compared to 2020.
There has also been a significant increase in purchase of these products among Gen Z (ages 18-25).
Hispanics and non-Hispanic Whites are more likely to buy these products than AA/Blacks and Asians.
Overall, 7 out of 10 respondents indicated that they have purchased cosmetic or
related beauty products in the past 3 months.
Have you purchased cosmetics or related beauty products in the past 90 days?
Base: Yes responses
71%
66%
77% A
73% DE
63% 64%
72% DE
78% IJ
82% IJ
67% J
47%
Total Male Female Hispanics African-
Americans
Asians N.H.
Whites
Gen z
18 - 25
Millennials
26 - 41
Gen X
42 - 57
Boomers
58+
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
Base Size: (1,851) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146)
56% in 2020
60% in 2020
TOTAL
Male Female Hispanics
African-
Americans
Asians N.H. Whites
Gen Z
18-25
Millennials
26-41
Gen X
42-57
Boomers
58-64
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
Social Media Ads 49% 42% 42% 37% 43% 47% D 51% IJ 52% IJ 41% J 19%
Friends 44% 41% 36% 36% 41% 45% CD 41% 44% 42% 36%
In store displays 32% 37% 28% 30% 35% 37% C 31% 31% 37% 44% H
Influencers 33% 34% 35% 29% 31% 33% 50% HIJ 39% IJ 20% 16%
TV Ads 43% B 25% 31% 32% 27% 34% 21% 36% G 38% G 28%
Family 34% 32% 33% 29% 36% 34% 31% 34% 35% 25%
In store salesperson 28% 23% 20% 25% 18% 26% C 17% 27% G 25% 30% G
Magazine Ads 30% B 20% 16% 23% C 21% 27% C 16% 27% G 25% G 28%
Outdoor Ads 17% B 7% 8% 11% 9% 12% C 11% 13% 11% 6%
Radio Ads 16% B 6% 7% 14% CE 6% 11% 8% 15% GIJ 7% 3%
(n=1,851)) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146)
45%
42%
34%
33%
33%
33%
25%
25%
12%
10%
Gen Z and Millennials are more likely to rely on social media ads and Influencers than their older cohorts.
Millennials and African-Americans are the most likely to rely on radio.
Where do you get information about the cosmetics/beauty products you want to purchase?
Social media and friends play a significant role when it comes to finding
information about cosmetics and related beauty products.
Letter indicate significant difference at 95% confidence level.
Base: Have purchased cosmetics/related beauty products in the past 90 days (n=1,851)
Online, supermarkets and peer-to-peer are more common among men than women.
Whites are the most likely to buy these products at supermarkets and peer-to-peer.
Online and specialty stores are where consumers are most likely to
purchase cosmetics and beauty products.
Where do you purchase your cosmetics/beauty products?
TOTAL
Male Female Hispanics
African-
Americans
Asians N.H. Whites
Gen Z
18-25
Millennials
26-41
Gen X
42-57
Boomers
58-64
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
Online 58% B 50% 47% 49% 59% CD 54% 54% J 64% GIJ 48% J 31%
Specialty stores (MAC, Ulta,
Morphe, Sephora, etc.)
52% 50% 56% D 48% 55% 49% 57% IJ 54% J 48% J 33%
Department stores 47% 44% 41% 45% 52% C 47% 36% 43% 54% GH 51% G
Drug Store 37% 44% A 43% D 32% 36% 42% D 44% 39% 41% 34%
Supermarkets 45% B 29% 29% 27% 28% 40% CDE 27% 45% GI 30% 35%
Peer-to-peer (MaryKay,
Avon, etc.)
27% B 11% 11% 16% 10% 20% CD 12% 22% G 18% 14%
(n=1,851) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146)
54%
51%
45%
40%
36%
18%
Letter indicate significant difference at 95% confidence level.
Base: Have purchased cosmetics/related beauty products in the past 90 days (n=1,851)
Consumers have purchased an average of 6 beauty/cosmetic product types in the past 90 days.
Consumers buy a wide variety of cosmetic and related beauty
products, with mascara and lip gloss topping the list.
What type of cosmetics or related beauty products have you purchased in the past 90 days?
42%
Mascara
41%
Lip Gloss
39%
Foundation
38%
Nail Polish
37%
Lipstick
37%
Eyeliner
36%
Hair Coloring
35%
Face Powder
31%
Eye Cream
31%
Brushes
30%
Concealer
30%
Eye shadow
Especially common
among Whites Gen Z and Millennials are more likely than their older cohorts to purchase lip gloss and lipstick.
Higher among N.H. Whites, males
Base: Have purchased cosmetics/related beauty products in the past 90 days (n=1,851)
o What brands of cosmetics or beauty products do you know?
Letter indicate significant difference at 95% confidence level.
57%
55%
52%
47% 46%
44%
39%
36% 36% 34%
29%
26%
22%
16%
20%
14%
17%
9%
17%
10%
L’Oreal Maybelline Covergirl Revlon Sephora Clinique e l f Cosmetics Estee Lauder MAC Lanc?me
Familiar With brand
Among Favorite Brands
o Which of these brands are your favorite ones?
L’Oréal and Maybelline top the list of consumers’ favorite
brands of cosmetics and beauty products.
** From a list of 20 brands, these were the Top 10 selected.
Base: Have purchased cosmetics/related beauty products in the past 90 days (n=1,851)
Letter indicate significant difference at 95% confidence level.
Which brands do you consider to be inclusive, if any?
30%
30%
28%
27%
Do you think that the cosmetic industry still adheres to
heteronormative standards?
7%
60%
29%
4%
No, not at all
Yes
Not sure
Prefer not to say
Higher among males
While consumers see some cosmetic/beauty brands as being inclusive,
more than half of category users believe that the cosmetic industry still
adheres to heteronormative standards.
Sephora, L’Oréal, CoverGirl and Maybelline are considered the most inclusive brands.
Base: Have purchased cosmetics/related beauty products in the past 90 days (n=1,851)
Higher among Gen Z
and Millennials than
Gen X and Boomers.
How often do you wear make up?
Base: Have purchased in the past 90 days
(n=1,851)
Letter indicate significant difference at 95% confidence level.
TOTAL
Every day
4 to 6 times a week
2 or 3 times a week
Once a week
2 or 3 times a month
Once a month
Less often than once a
month
Only on special occasions
Never
33%
23%
17%
9%
5%
2%
2%
5%
5%
16%
Only for
work /
school
Only for
special
occasions
18%
When I am
meeting
with friends,
family, etc.
30%
Any time I
leave my
home
32%
When I go
out on
dates,
parties,
etc.
32%
When I feel
like it
37%
4+ times a week:
55%
A slight majority of consumers say they wear makeup at least 4 times a week.
Although most use makeup for certain occasions, many say they put on makeup “when I feel like it.”
When do you normally wear make up?
Base: Wear makeup (n=1,898)
Whites are the most
likely to wear
makeup everyday
Top Box
Hispanics
African-
Americans
Asians
N.H.
Whites
Gen Z
18-25
Millennials
26-41
Gen X
42-57
Boomers
58-64
(C) (D) (E) (F) (G) (H) (I) (J)
Is a cruelty-free brand 48% E 41% 33% 48% E 41% 50% G 46% 48%
Has products that offer multiple
solutions for different skin tones
45% 45% 37% 45% 44% 45% 47% 38%
Has a variety of prices 40% 45% E 33% 45% E 40% 46% J 47% J 31%
Is dedicated to diversity and
inclusion
31% 41% CE 28% 43% CE 38% 45% 40% 32%
Is a brand that represents age-
related needs
30% 34% 30% 42% CDE 26% 40% G 45% G 39% G
Only uses organic/natural
ingredients
28% 34% 29% 38% CE 28% 43% G 35% 32%
Is a brand that offers inclusive
packaging
25% 31% 25% 33% C 27% 38% GIJ 29% 20%
Is an all-vegan makeup brand 21% 22% 19% 32% CDE 21% 35% G 28% 22%
Is endorsed by a well-known
celebrity
21% 22% E 15% 32% CDE 24% 36% 25% 18%
Base: Have purchased in the past
90 days (n=1,851)
(n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146)
When it comes to choosing cosmetic/beauty products, it is important that the brand be cruelty-free,
offer products/solutions for different skin tones and offer a variety of prices.
28%
29%
31%
36%
39%
41%
44%
45%
47%
Very important
Letter indicate significant difference at 95% confidence level.
How important are each of the following to you personally, when it comes to choosing your cosmetics/beauty products?
Celebrity endorsements are far less important, particularly for Hispanics, Blacks and Asians.
Appendix
Participant Profile
TOTAL
MARKET
Male Female Hispanics
African-
Americans
Asians N.H. Whites
Gen Z
18-25
Millennials
26-41
Gen X
42-57
Boomers
58-64
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
GENDER
Male 49% 100% -- 50% 47% 47% 49% 39% 52% G 47% G 55% G
Female 50% -- 100% 49% 52% 52% 50% 58% HJ 47% 52% 45%
Other (Net) 1% -- -- 1% 1% 1% 0% 2% -- 1% --
AGE
18 to 25 18% 14% 21% A 22% EF 19% 16% 16% 100% -- -- --
26 to 41 36% 39% 34% 40% 38% 39% 34% -- 100% -- --
42 to 57 31% 30% 32% 30% 29% 33% 31% -- -- 100% --
58 to 64 15% 17% 14% 8% 13% C 12% 19% CDE -- -- -- 100%
Median age 40 40 39 37 37 39 42 22 34 50 61
ETHNICITY
White (Non-Hispanic) 62% 67% B 57% -- -- -- 100% 38% 66% G 65% G 74% GHI
Black, African-American 14% 13% 14% -- 100% -- -- 21% HIJ 12% 13% 12%
Hispanic/Latino 18% 14% 21% A 100% -- -- -- 33% HIJ 18% IJ 14% J 8%
Asian 6% 5% 7% A -- -- 100% -- 8% H 4% 8% H 6% H
REGIONS
Northeast 17% 19% B 15% 14% 16% 21% C 18% 17% 18% 16% 17%
Midwest 21% 21% 21% 10% 18% CE 12% 25% CDE 14% 20% G 22% G 27% G
South 38% 34% 42%% A 38%% E 57%%% CDF 24% 36%% E 43% H 36% 41% 34%
West 24% 26% 22% 38% DF 9% 43% DF 21% D 26% 26% 21% 22%
Base: (2,800) (n=1,221) (n=1,531) (n=700) (n=700) (n=700) (n=700) (n=718) (n=1,055) (n=711) (n=316)
Letter indicate significant difference at 95% confidence level.
Participant Profile
TOTAL
MARKET
Male Female Hispanics
African-
Americans
Asians N.H. Whites
Gen Z
18-25
Millennials
26-41
Gen X
42-57
Boomers
58-64
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
MARITAL STATUS
Single (Net) 27% 25% 29% 32% F 42% CFE 35% F 22% 57% HIJ 23% J 20% 16%
Married or living with partner (Net) 56% 62% B 52% 52% DE 39% E 54% C 61% CDE 31% HIJ 68% GIJ 57% G 54% G
Separated/divorced/widowed (Net) 16% 13% 18% A 15% 18% E 10% 16% E 10% H 8% 22% GH 29% GH
Prefer not to answer (Net) 1% -- 1% 1% 1% 1% 1% 2% HI 1% 1% 1%
EDUCATION
High School Grad or Less (Net) 31% 23% 37% A 40% EF 37% EF 16% 30% E 49% HIJ 25% 30% 24%
Some College (Net) 31% 27% 34% A 36% E 34% E 21% 30% E 30% H 23% 37% GH 38% H
College Grad or More (Net) 38% 49% B 28% 23% 29% 62% CDF 39% CD 20% 51% GIJ 33% G 38% G
EMPLOYMENT STATUS
Employed (Net) 62% 72% B 53% 63% 58% 64% 62% 58% J 78% GIJ 59% J 39%
HOUSEHOLD INCOME
Median $65K $90K $55K $55K $45K $90K $65K $55K $90K $55K $55K
PEOPLE IN HOUSEHOLD
Average 3.1 3.1 3.1 3.5 2.8 3.2 3.0 3.3 3.5 2.9 2.3
Children at home. 1 or more (Net) 44% 47% 42% 51% 40% 36% 43% 39% 65% 38% 13%
Born outside the U.S 14% 11% 16% A 33% DF 10% F 67% CDF 4% 17% H 11% 16% H 12%
Base: (2,800) (n=1,221) (n=1,531) (n=700) (n=700) (n=700) (n=700) (n=718) (n=1,055) (n=711) (n=316)
What type of cosmetics or related beauty products have you purchased in the past 90 days?
TOTAL
Male Female Hispanics
African-
Americans
Asians N.H. Whites
Gen Z
18-25
Millennials
26-41
Gen X
42-57
Boomers
58-64
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
Mascara 42% 28% 54% A 37% 30% 29% 47% CDE 44% 44% 38% 44%
Lip gloss 41% 37% 46% A 37% E 45% E 28% 42% E 47% J 46% J 38% 23%
Foundation 39% 30% 46% A 36% D 27% 30% 43% DE 32% 41% G 38% 47% G
Nail polish 38% 34% 40% 30% 33% 27% 40% CE 34% 37% 40% 39%
Lipstick 37% 36% 38% 38% 38% 39% 37% 41% J 41% J 34% 26%
Eyeliner 37% 29% 43% A 30% 31% 28% 41% CDE 36% 42% 33% 30%
Hair coloring 36% 38% 33% 26% 32% 29% 39% CDE 29% 32% 43% GH 42%
Face powder 35% 38% 33% 29% 22% 30% D 40% CDE 31% 39% 32% 34%
Eye cream 31% 39% B 25% 29% 25% 33% 32% D 30% J 38% GIJ 27% 17%
Brushes 31% 33% 30% 26% E 27% E 16% 33% E 31% 37% J 28% 18%
Concealer 30% 25% 35% A 30% D 22% 25% 32% D 31% 33% 27% 26%
Eye shadow 30% 32% 29% 26% 27% E 20% 33% E 29% 36% I 26% 22%
Blush 29% 26% 30% 25% 19% 22% 31% DE 32% 32% 25% 19%
Eyebrow makeup 28% 27% 29% 26% 25% 19% 29% E 31% 33% I 22% 22%
Sponges 28% 28% 28% 31% E 26% E 17% 28% E 27% 33% I 22% 25%
Lip liner 24% 25% 24% 23% E 25% E 15% 25% E 30% I 26% 21% 16%
Highlighter 24% 26% 23% 18% 19% 16% 26% CDE 28% J 26% 23% 12%
Toner 24% 28% B 21% 23% 22% 19% 25% 23% 29% J 23% 9%
Primer 22% 20% 23% 20% 16% 19% 22% D 22% 27% I 16% 15%
Bronzer 19% 22% B 16% 17% E 12% 10% 21% DE 21% 23% I 15% 8%
Base: Have purchase in the past 90 days (n=1,851) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146)
Letter indicate significant difference at 95% confidence level.
TOTAL
Male Female Hispanics
African-
Americans
Asians N.H. Whites
Gen Z
18-25
Millennials
26-41
Gen X
42-57
Boomers
58-64
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
L’Oreal 57% 47% 65% A 56% 54% 65% D 58% 59% 53% 59% 60%
Maybelline 55% 41% 67% A 58% D 48% 59% D 56% D 52% 50% 61% H 63%
Covergirl 52% 37% 65% A 51% 50% 52% 54% 51% 44% 59% H 68% GH
Revlon 47% 34% 58% A 51% D 42% 56% D 48% 43% 37% 57% GH 64% GH
Sephora 46% 36% 55% A 51% 43% 63% CDF 45% 56% HI 43% 44% 44%
Clinique 44% 37% 51% A 37% 35% 51% CD 48% CD 42% 41% 50% H 47%
e l f Cosmetics 39% 20% 55% A 42% D 27% 43% D 40% D 48% H 36% 40% 35%
Estée Lauder 36% 29% 43% A 39% 31% 48% DF 38% 28% 31% 48% GH 42% G
MAC 36% 25% 44% A 39% 35% 46% DF 34% 41% 35% 34% 30%
Lanc?me 34% 26% 42% A 35% 28% 46% CDF 36% D 30% 31% 41% GH 38%
bareMinerals 32% 20% 42% A 26% 20% 30% D 37% CD 27% 32% 33% 40%
IT Cosmetics 31% 29% 33% 25% 23% 24% 35% CDE 32% 33% 29% 28%
Urban Decay 31% 23% 37% A 27% D 19% 30% D 35% CD 36% I 36% I 23% 23%
Milk Makeup 23% 27% B 20% 18% 13% 14% 25% CDE 31% IJ 28% IJ 15% 8%
Clarins 21% 23% 21% 13% 12% 28% CD 25% CD 16% 23% 21% 25%
Morphe Cosmetics 20% 15% 25% A 23% DE 13% 13% 21% DE 32% HIJ 22% J 15% 7%
Shiseido 19% 18% 19% 14% 12% 36% CDF 20% D 14% 18% 22% G 21%
Make Up For Ever 17% 26% B 10% 9% 9% 9% 20% CDE 15% 22% I 13% 9%
Haus Labs by Gaga 12% 15% 10% 12% 8% 8% 13% E 16% 14% 9% 6%
Non gender specific 9% 13% B 5% 4% 8% CE 2% 10% CE 7% 11% 7% 8%
Base: Have purchase in the past 90 days (n=1,851) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146)
What brands of cosmetics or beauty products do you know?
Letter indicate significant difference at 95% confidence level.
Letter indicate significant difference at 95% confidence level.
TOTAL
Male Female Hispanics
African-
Americans
Asians N.H. Whites
Gen Z
18-25
Millennials
26-41
Gen X
42-57
Boomers
58-64
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
L’Oreal 29% 30% 29% 28% 23% 37% CD 31% D 25% 30% 32% 28%
Maybelline 26% 18% 33% A 28% 22% 26% 27% 24% 22% 27% 42% GHI
Covergirl 22% 16% 28% A 19% E 23% E 12% 26% CE 19% 19% 26% 37% GH
Sephora 20% 18% 21% 23% 20% 29% DF 18% 27% IJ 23% J 16% 9%
e l f Cosmetics 17% 8% 25% A 22% DEF 14% 16% 15% 32% HIJ 18% IJ 11% J 4%
MAC 17% 17% 17% 16% 24% CF 18% 16% 19% 19% 16% 9%
Revlon 16% 17% 15% 23% EF 20% F 14% 14% 11% 12% 19% GH 31% GHI
Clinique 14% 17% 12% 9% 14% C 15% C 15% C 9% 14% 16% 20%
bareMinerals 10% 10% 10% 10% 8% 6% 11% 7% 10% 12% 9%
Lanc?me 10% 11% 9% 11% 9% 20% CDF 9% 8% 11% J 11% 5%
Urban Decay 10% 11% 9% 10% E 8% 5% 10% E 12% 12% 7% 3%
Estée Lauder 9% 10% 9% 8% 11% 17% CF 9% 8% 6% 14% H 11%
IT Cosmetics 9% 11% 8% 8% 8% 4% 10% E 7% 13% GI 6% 7%
Milk Makeup 9% 13% B 6% 7% E 6% 3% 10% DE 13% 11% 7% 0%
Shiseido 6% 9% B 4% 3% 2% 15% CDF 6% D 3% 8% G 6% 6%
Morphe Cosmetics 6% 5% 6% 7% E 5% E 2% 6% E 9% IJ 8% IJ 3% 1%
Clarins 6% 10% B 2% 2% 5% 4% 6% C 7% 7% 4% 0%
Make Up For Ever 5% 10% B 2% 3% 5% 3% 6% 5% 7% J 5% 1%
Haus Labs by Gaga 5% 8% B 3% 4% 5% 2% 6% E 7% I 8% I 2% 0%
Non gender specific 3% 6% B 2% 3% E 3% E 1% 4% E 6% IJ 5% I 1% 1%
Base: Have purchase in the past 90 days (n=1,851) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146)
Which of these brands are your favorite ones?
Letter indicate significant difference at 95% confidence level.
How often do you wear make up?
TOTAL
Male Female Hispanics
African-
Americans
Asians N.H. Whites
Gen Z
18-25
Millennials
26-41
Gen X
42-57
Boomers
58-64
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
Every day 39% B 29% 25% 24% 25% 38% CDE 24% 36% G 38% G 26%
4 to 6 times a week 25% 21% 23% 21% 19% 22% 23% 27% I 18% 19%
2 or 3 times a week 9% 22% A 17% 14% 18% 17% 18% 15% 14% 24%
Once a week 5% 11% A 13% F 10% 11% 7% 9% 7% 8% 14%
2 or 3 times a month 2% 7% A 6% E 6% E 2% 4% 6% 5% 4% 4%
Once a month 2% 2% 2% 3% 4% 2% 6% HI 2% 1% 3%
Less often than once a
month
3% 1% 4% 2% 2% 2% 2% 1% 4% H 0%
Only on special occasions 5% 5% 5% 9% CF 12% CF 4% 7% H 3% 6% 8%
Never 9% B 2% 5% 12% CF 9% F 3% 5% 4% 7% H 3%
Base: Have purchase in the past 90
days (n=1,851)
(n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146)
33%
23%
17%
9%
5%
2%
2%
5%
5%

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  • 2. Methodology Field Timing July 21 – August 07, 2023 Survey Method Online Survey Regional Coverage National Screening Criteria Self-identifying as Asian, African-American, Hispanic or N.H. White 18+ years TOTAL CATEGORY USERS 1,851 516 Hispanics 424 African American 436 Asians 475 N.H. Whites
  • 3. Key Findings ? About 7-out-of-10 adults surveyed said they had purchased cosmetics and/or related beauty products in the previous 90 days. ? There was a significant increase in reported purchase of these products by men and Gen Z (ages 18-25) respondents compared to a similar survey conducted by ThinkNow in 2020. ? The biggest sources of information for consumers regarding cosmetics and related beauty products are friends and social media. ? When it comes to choosing what products to buy, consumers place the most importance on brands that are cruelty free, offer solutions for different skin tones and offer different price points. Celebrity endorsements are far less important. ? L’OR?AL and Maybelline top the list of consumers’ favorite brands in the category. ? While Sephora, L’OR?AL, CoverGirl and Maybelline are seen as the most “inclusive” brands in the category, about half of consumers still believe that the cosmetic and beauty industry adheres to heteronormative standards.
  • 5. Letter indicate significant difference at 95% confidence level. Significantly more men report using cosmetic/related beauty products compared to 2020. There has also been a significant increase in purchase of these products among Gen Z (ages 18-25). Hispanics and non-Hispanic Whites are more likely to buy these products than AA/Blacks and Asians. Overall, 7 out of 10 respondents indicated that they have purchased cosmetic or related beauty products in the past 3 months. Have you purchased cosmetics or related beauty products in the past 90 days? Base: Yes responses 71% 66% 77% A 73% DE 63% 64% 72% DE 78% IJ 82% IJ 67% J 47% Total Male Female Hispanics African- Americans Asians N.H. Whites Gen z 18 - 25 Millennials 26 - 41 Gen X 42 - 57 Boomers 58+ (A) (B) (C) (D) (E) (F) (G) (H) (I) (J) Base Size: (1,851) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146) 56% in 2020 60% in 2020
  • 6. TOTAL Male Female Hispanics African- Americans Asians N.H. Whites Gen Z 18-25 Millennials 26-41 Gen X 42-57 Boomers 58-64 (A) (B) (C) (D) (E) (F) (G) (H) (I) (J) Social Media Ads 49% 42% 42% 37% 43% 47% D 51% IJ 52% IJ 41% J 19% Friends 44% 41% 36% 36% 41% 45% CD 41% 44% 42% 36% In store displays 32% 37% 28% 30% 35% 37% C 31% 31% 37% 44% H Influencers 33% 34% 35% 29% 31% 33% 50% HIJ 39% IJ 20% 16% TV Ads 43% B 25% 31% 32% 27% 34% 21% 36% G 38% G 28% Family 34% 32% 33% 29% 36% 34% 31% 34% 35% 25% In store salesperson 28% 23% 20% 25% 18% 26% C 17% 27% G 25% 30% G Magazine Ads 30% B 20% 16% 23% C 21% 27% C 16% 27% G 25% G 28% Outdoor Ads 17% B 7% 8% 11% 9% 12% C 11% 13% 11% 6% Radio Ads 16% B 6% 7% 14% CE 6% 11% 8% 15% GIJ 7% 3% (n=1,851)) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146) 45% 42% 34% 33% 33% 33% 25% 25% 12% 10% Gen Z and Millennials are more likely to rely on social media ads and Influencers than their older cohorts. Millennials and African-Americans are the most likely to rely on radio. Where do you get information about the cosmetics/beauty products you want to purchase? Social media and friends play a significant role when it comes to finding information about cosmetics and related beauty products. Letter indicate significant difference at 95% confidence level. Base: Have purchased cosmetics/related beauty products in the past 90 days (n=1,851)
  • 7. Online, supermarkets and peer-to-peer are more common among men than women. Whites are the most likely to buy these products at supermarkets and peer-to-peer. Online and specialty stores are where consumers are most likely to purchase cosmetics and beauty products. Where do you purchase your cosmetics/beauty products? TOTAL Male Female Hispanics African- Americans Asians N.H. Whites Gen Z 18-25 Millennials 26-41 Gen X 42-57 Boomers 58-64 (A) (B) (C) (D) (E) (F) (G) (H) (I) (J) Online 58% B 50% 47% 49% 59% CD 54% 54% J 64% GIJ 48% J 31% Specialty stores (MAC, Ulta, Morphe, Sephora, etc.) 52% 50% 56% D 48% 55% 49% 57% IJ 54% J 48% J 33% Department stores 47% 44% 41% 45% 52% C 47% 36% 43% 54% GH 51% G Drug Store 37% 44% A 43% D 32% 36% 42% D 44% 39% 41% 34% Supermarkets 45% B 29% 29% 27% 28% 40% CDE 27% 45% GI 30% 35% Peer-to-peer (MaryKay, Avon, etc.) 27% B 11% 11% 16% 10% 20% CD 12% 22% G 18% 14% (n=1,851) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146) 54% 51% 45% 40% 36% 18% Letter indicate significant difference at 95% confidence level. Base: Have purchased cosmetics/related beauty products in the past 90 days (n=1,851)
  • 8. Consumers have purchased an average of 6 beauty/cosmetic product types in the past 90 days. Consumers buy a wide variety of cosmetic and related beauty products, with mascara and lip gloss topping the list. What type of cosmetics or related beauty products have you purchased in the past 90 days? 42% Mascara 41% Lip Gloss 39% Foundation 38% Nail Polish 37% Lipstick 37% Eyeliner 36% Hair Coloring 35% Face Powder 31% Eye Cream 31% Brushes 30% Concealer 30% Eye shadow Especially common among Whites Gen Z and Millennials are more likely than their older cohorts to purchase lip gloss and lipstick. Higher among N.H. Whites, males Base: Have purchased cosmetics/related beauty products in the past 90 days (n=1,851)
  • 9. o What brands of cosmetics or beauty products do you know? Letter indicate significant difference at 95% confidence level. 57% 55% 52% 47% 46% 44% 39% 36% 36% 34% 29% 26% 22% 16% 20% 14% 17% 9% 17% 10% L’Oreal Maybelline Covergirl Revlon Sephora Clinique e l f Cosmetics Estee Lauder MAC Lanc?me Familiar With brand Among Favorite Brands o Which of these brands are your favorite ones? L’Oréal and Maybelline top the list of consumers’ favorite brands of cosmetics and beauty products. ** From a list of 20 brands, these were the Top 10 selected. Base: Have purchased cosmetics/related beauty products in the past 90 days (n=1,851)
  • 10. Letter indicate significant difference at 95% confidence level. Which brands do you consider to be inclusive, if any? 30% 30% 28% 27% Do you think that the cosmetic industry still adheres to heteronormative standards? 7% 60% 29% 4% No, not at all Yes Not sure Prefer not to say Higher among males While consumers see some cosmetic/beauty brands as being inclusive, more than half of category users believe that the cosmetic industry still adheres to heteronormative standards. Sephora, L’Oréal, CoverGirl and Maybelline are considered the most inclusive brands. Base: Have purchased cosmetics/related beauty products in the past 90 days (n=1,851) Higher among Gen Z and Millennials than Gen X and Boomers.
  • 11. How often do you wear make up? Base: Have purchased in the past 90 days (n=1,851) Letter indicate significant difference at 95% confidence level. TOTAL Every day 4 to 6 times a week 2 or 3 times a week Once a week 2 or 3 times a month Once a month Less often than once a month Only on special occasions Never 33% 23% 17% 9% 5% 2% 2% 5% 5% 16% Only for work / school Only for special occasions 18% When I am meeting with friends, family, etc. 30% Any time I leave my home 32% When I go out on dates, parties, etc. 32% When I feel like it 37% 4+ times a week: 55% A slight majority of consumers say they wear makeup at least 4 times a week. Although most use makeup for certain occasions, many say they put on makeup “when I feel like it.” When do you normally wear make up? Base: Wear makeup (n=1,898) Whites are the most likely to wear makeup everyday
  • 12. Top Box Hispanics African- Americans Asians N.H. Whites Gen Z 18-25 Millennials 26-41 Gen X 42-57 Boomers 58-64 (C) (D) (E) (F) (G) (H) (I) (J) Is a cruelty-free brand 48% E 41% 33% 48% E 41% 50% G 46% 48% Has products that offer multiple solutions for different skin tones 45% 45% 37% 45% 44% 45% 47% 38% Has a variety of prices 40% 45% E 33% 45% E 40% 46% J 47% J 31% Is dedicated to diversity and inclusion 31% 41% CE 28% 43% CE 38% 45% 40% 32% Is a brand that represents age- related needs 30% 34% 30% 42% CDE 26% 40% G 45% G 39% G Only uses organic/natural ingredients 28% 34% 29% 38% CE 28% 43% G 35% 32% Is a brand that offers inclusive packaging 25% 31% 25% 33% C 27% 38% GIJ 29% 20% Is an all-vegan makeup brand 21% 22% 19% 32% CDE 21% 35% G 28% 22% Is endorsed by a well-known celebrity 21% 22% E 15% 32% CDE 24% 36% 25% 18% Base: Have purchased in the past 90 days (n=1,851) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146) When it comes to choosing cosmetic/beauty products, it is important that the brand be cruelty-free, offer products/solutions for different skin tones and offer a variety of prices. 28% 29% 31% 36% 39% 41% 44% 45% 47% Very important Letter indicate significant difference at 95% confidence level. How important are each of the following to you personally, when it comes to choosing your cosmetics/beauty products? Celebrity endorsements are far less important, particularly for Hispanics, Blacks and Asians.
  • 14. Participant Profile TOTAL MARKET Male Female Hispanics African- Americans Asians N.H. Whites Gen Z 18-25 Millennials 26-41 Gen X 42-57 Boomers 58-64 (A) (B) (C) (D) (E) (F) (G) (H) (I) (J) GENDER Male 49% 100% -- 50% 47% 47% 49% 39% 52% G 47% G 55% G Female 50% -- 100% 49% 52% 52% 50% 58% HJ 47% 52% 45% Other (Net) 1% -- -- 1% 1% 1% 0% 2% -- 1% -- AGE 18 to 25 18% 14% 21% A 22% EF 19% 16% 16% 100% -- -- -- 26 to 41 36% 39% 34% 40% 38% 39% 34% -- 100% -- -- 42 to 57 31% 30% 32% 30% 29% 33% 31% -- -- 100% -- 58 to 64 15% 17% 14% 8% 13% C 12% 19% CDE -- -- -- 100% Median age 40 40 39 37 37 39 42 22 34 50 61 ETHNICITY White (Non-Hispanic) 62% 67% B 57% -- -- -- 100% 38% 66% G 65% G 74% GHI Black, African-American 14% 13% 14% -- 100% -- -- 21% HIJ 12% 13% 12% Hispanic/Latino 18% 14% 21% A 100% -- -- -- 33% HIJ 18% IJ 14% J 8% Asian 6% 5% 7% A -- -- 100% -- 8% H 4% 8% H 6% H REGIONS Northeast 17% 19% B 15% 14% 16% 21% C 18% 17% 18% 16% 17% Midwest 21% 21% 21% 10% 18% CE 12% 25% CDE 14% 20% G 22% G 27% G South 38% 34% 42%% A 38%% E 57%%% CDF 24% 36%% E 43% H 36% 41% 34% West 24% 26% 22% 38% DF 9% 43% DF 21% D 26% 26% 21% 22% Base: (2,800) (n=1,221) (n=1,531) (n=700) (n=700) (n=700) (n=700) (n=718) (n=1,055) (n=711) (n=316) Letter indicate significant difference at 95% confidence level.
  • 15. Participant Profile TOTAL MARKET Male Female Hispanics African- Americans Asians N.H. Whites Gen Z 18-25 Millennials 26-41 Gen X 42-57 Boomers 58-64 (A) (B) (C) (D) (E) (F) (G) (H) (I) (J) MARITAL STATUS Single (Net) 27% 25% 29% 32% F 42% CFE 35% F 22% 57% HIJ 23% J 20% 16% Married or living with partner (Net) 56% 62% B 52% 52% DE 39% E 54% C 61% CDE 31% HIJ 68% GIJ 57% G 54% G Separated/divorced/widowed (Net) 16% 13% 18% A 15% 18% E 10% 16% E 10% H 8% 22% GH 29% GH Prefer not to answer (Net) 1% -- 1% 1% 1% 1% 1% 2% HI 1% 1% 1% EDUCATION High School Grad or Less (Net) 31% 23% 37% A 40% EF 37% EF 16% 30% E 49% HIJ 25% 30% 24% Some College (Net) 31% 27% 34% A 36% E 34% E 21% 30% E 30% H 23% 37% GH 38% H College Grad or More (Net) 38% 49% B 28% 23% 29% 62% CDF 39% CD 20% 51% GIJ 33% G 38% G EMPLOYMENT STATUS Employed (Net) 62% 72% B 53% 63% 58% 64% 62% 58% J 78% GIJ 59% J 39% HOUSEHOLD INCOME Median $65K $90K $55K $55K $45K $90K $65K $55K $90K $55K $55K PEOPLE IN HOUSEHOLD Average 3.1 3.1 3.1 3.5 2.8 3.2 3.0 3.3 3.5 2.9 2.3 Children at home. 1 or more (Net) 44% 47% 42% 51% 40% 36% 43% 39% 65% 38% 13% Born outside the U.S 14% 11% 16% A 33% DF 10% F 67% CDF 4% 17% H 11% 16% H 12% Base: (2,800) (n=1,221) (n=1,531) (n=700) (n=700) (n=700) (n=700) (n=718) (n=1,055) (n=711) (n=316)
  • 16. What type of cosmetics or related beauty products have you purchased in the past 90 days? TOTAL Male Female Hispanics African- Americans Asians N.H. Whites Gen Z 18-25 Millennials 26-41 Gen X 42-57 Boomers 58-64 (A) (B) (C) (D) (E) (F) (G) (H) (I) (J) Mascara 42% 28% 54% A 37% 30% 29% 47% CDE 44% 44% 38% 44% Lip gloss 41% 37% 46% A 37% E 45% E 28% 42% E 47% J 46% J 38% 23% Foundation 39% 30% 46% A 36% D 27% 30% 43% DE 32% 41% G 38% 47% G Nail polish 38% 34% 40% 30% 33% 27% 40% CE 34% 37% 40% 39% Lipstick 37% 36% 38% 38% 38% 39% 37% 41% J 41% J 34% 26% Eyeliner 37% 29% 43% A 30% 31% 28% 41% CDE 36% 42% 33% 30% Hair coloring 36% 38% 33% 26% 32% 29% 39% CDE 29% 32% 43% GH 42% Face powder 35% 38% 33% 29% 22% 30% D 40% CDE 31% 39% 32% 34% Eye cream 31% 39% B 25% 29% 25% 33% 32% D 30% J 38% GIJ 27% 17% Brushes 31% 33% 30% 26% E 27% E 16% 33% E 31% 37% J 28% 18% Concealer 30% 25% 35% A 30% D 22% 25% 32% D 31% 33% 27% 26% Eye shadow 30% 32% 29% 26% 27% E 20% 33% E 29% 36% I 26% 22% Blush 29% 26% 30% 25% 19% 22% 31% DE 32% 32% 25% 19% Eyebrow makeup 28% 27% 29% 26% 25% 19% 29% E 31% 33% I 22% 22% Sponges 28% 28% 28% 31% E 26% E 17% 28% E 27% 33% I 22% 25% Lip liner 24% 25% 24% 23% E 25% E 15% 25% E 30% I 26% 21% 16% Highlighter 24% 26% 23% 18% 19% 16% 26% CDE 28% J 26% 23% 12% Toner 24% 28% B 21% 23% 22% 19% 25% 23% 29% J 23% 9% Primer 22% 20% 23% 20% 16% 19% 22% D 22% 27% I 16% 15% Bronzer 19% 22% B 16% 17% E 12% 10% 21% DE 21% 23% I 15% 8% Base: Have purchase in the past 90 days (n=1,851) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146) Letter indicate significant difference at 95% confidence level.
  • 17. TOTAL Male Female Hispanics African- Americans Asians N.H. Whites Gen Z 18-25 Millennials 26-41 Gen X 42-57 Boomers 58-64 (A) (B) (C) (D) (E) (F) (G) (H) (I) (J) L’Oreal 57% 47% 65% A 56% 54% 65% D 58% 59% 53% 59% 60% Maybelline 55% 41% 67% A 58% D 48% 59% D 56% D 52% 50% 61% H 63% Covergirl 52% 37% 65% A 51% 50% 52% 54% 51% 44% 59% H 68% GH Revlon 47% 34% 58% A 51% D 42% 56% D 48% 43% 37% 57% GH 64% GH Sephora 46% 36% 55% A 51% 43% 63% CDF 45% 56% HI 43% 44% 44% Clinique 44% 37% 51% A 37% 35% 51% CD 48% CD 42% 41% 50% H 47% e l f Cosmetics 39% 20% 55% A 42% D 27% 43% D 40% D 48% H 36% 40% 35% Estée Lauder 36% 29% 43% A 39% 31% 48% DF 38% 28% 31% 48% GH 42% G MAC 36% 25% 44% A 39% 35% 46% DF 34% 41% 35% 34% 30% Lanc?me 34% 26% 42% A 35% 28% 46% CDF 36% D 30% 31% 41% GH 38% bareMinerals 32% 20% 42% A 26% 20% 30% D 37% CD 27% 32% 33% 40% IT Cosmetics 31% 29% 33% 25% 23% 24% 35% CDE 32% 33% 29% 28% Urban Decay 31% 23% 37% A 27% D 19% 30% D 35% CD 36% I 36% I 23% 23% Milk Makeup 23% 27% B 20% 18% 13% 14% 25% CDE 31% IJ 28% IJ 15% 8% Clarins 21% 23% 21% 13% 12% 28% CD 25% CD 16% 23% 21% 25% Morphe Cosmetics 20% 15% 25% A 23% DE 13% 13% 21% DE 32% HIJ 22% J 15% 7% Shiseido 19% 18% 19% 14% 12% 36% CDF 20% D 14% 18% 22% G 21% Make Up For Ever 17% 26% B 10% 9% 9% 9% 20% CDE 15% 22% I 13% 9% Haus Labs by Gaga 12% 15% 10% 12% 8% 8% 13% E 16% 14% 9% 6% Non gender specific 9% 13% B 5% 4% 8% CE 2% 10% CE 7% 11% 7% 8% Base: Have purchase in the past 90 days (n=1,851) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146) What brands of cosmetics or beauty products do you know? Letter indicate significant difference at 95% confidence level.
  • 18. Letter indicate significant difference at 95% confidence level. TOTAL Male Female Hispanics African- Americans Asians N.H. Whites Gen Z 18-25 Millennials 26-41 Gen X 42-57 Boomers 58-64 (A) (B) (C) (D) (E) (F) (G) (H) (I) (J) L’Oreal 29% 30% 29% 28% 23% 37% CD 31% D 25% 30% 32% 28% Maybelline 26% 18% 33% A 28% 22% 26% 27% 24% 22% 27% 42% GHI Covergirl 22% 16% 28% A 19% E 23% E 12% 26% CE 19% 19% 26% 37% GH Sephora 20% 18% 21% 23% 20% 29% DF 18% 27% IJ 23% J 16% 9% e l f Cosmetics 17% 8% 25% A 22% DEF 14% 16% 15% 32% HIJ 18% IJ 11% J 4% MAC 17% 17% 17% 16% 24% CF 18% 16% 19% 19% 16% 9% Revlon 16% 17% 15% 23% EF 20% F 14% 14% 11% 12% 19% GH 31% GHI Clinique 14% 17% 12% 9% 14% C 15% C 15% C 9% 14% 16% 20% bareMinerals 10% 10% 10% 10% 8% 6% 11% 7% 10% 12% 9% Lanc?me 10% 11% 9% 11% 9% 20% CDF 9% 8% 11% J 11% 5% Urban Decay 10% 11% 9% 10% E 8% 5% 10% E 12% 12% 7% 3% Estée Lauder 9% 10% 9% 8% 11% 17% CF 9% 8% 6% 14% H 11% IT Cosmetics 9% 11% 8% 8% 8% 4% 10% E 7% 13% GI 6% 7% Milk Makeup 9% 13% B 6% 7% E 6% 3% 10% DE 13% 11% 7% 0% Shiseido 6% 9% B 4% 3% 2% 15% CDF 6% D 3% 8% G 6% 6% Morphe Cosmetics 6% 5% 6% 7% E 5% E 2% 6% E 9% IJ 8% IJ 3% 1% Clarins 6% 10% B 2% 2% 5% 4% 6% C 7% 7% 4% 0% Make Up For Ever 5% 10% B 2% 3% 5% 3% 6% 5% 7% J 5% 1% Haus Labs by Gaga 5% 8% B 3% 4% 5% 2% 6% E 7% I 8% I 2% 0% Non gender specific 3% 6% B 2% 3% E 3% E 1% 4% E 6% IJ 5% I 1% 1% Base: Have purchase in the past 90 days (n=1,851) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146) Which of these brands are your favorite ones?
  • 19. Letter indicate significant difference at 95% confidence level. How often do you wear make up? TOTAL Male Female Hispanics African- Americans Asians N.H. Whites Gen Z 18-25 Millennials 26-41 Gen X 42-57 Boomers 58-64 (A) (B) (C) (D) (E) (F) (G) (H) (I) (J) Every day 39% B 29% 25% 24% 25% 38% CDE 24% 36% G 38% G 26% 4 to 6 times a week 25% 21% 23% 21% 19% 22% 23% 27% I 18% 19% 2 or 3 times a week 9% 22% A 17% 14% 18% 17% 18% 15% 14% 24% Once a week 5% 11% A 13% F 10% 11% 7% 9% 7% 8% 14% 2 or 3 times a month 2% 7% A 6% E 6% E 2% 4% 6% 5% 4% 4% Once a month 2% 2% 2% 3% 4% 2% 6% HI 2% 1% 3% Less often than once a month 3% 1% 4% 2% 2% 2% 2% 1% 4% H 0% Only on special occasions 5% 5% 5% 9% CF 12% CF 4% 7% H 3% 6% 8% Never 9% B 2% 5% 12% CF 9% F 3% 5% 4% 7% H 3% Base: Have purchase in the past 90 days (n=1,851) (n=675) (n=1,146) (n=516) (n=424) (n=436) (n=475) (n=520) (n=764) (n=421) (n=146) 33% 23% 17% 9% 5% 2% 2% 5% 5%
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