Marketing Beauty to Black Women - US

Published by: Mintel International Group Ltd.

Published: Aug. 1, 2009 - 96 Pages

Table of Contents

Scope and Themes

What you need to know

Definition

Sources

Consumer survey data

Advertising creative

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Black women and cosmetics

All about the skin

Black women and beauty services

Who is today’s Black woman?

Black women and the media

African-American Beauty

Key points

History of African-American Beauty

Background

Skin color—a dividing line

The 20th Century

Skin lighteners, hair growers and hair straighteners

Hair care

Bleaching creams

Black is beautiful

The Afro—hair becomes political

Black cosmetics

Black models and actresses

The changing face of Black women

African-American beauty in the new millennium

Defining their own beauty

Figure 1: Attitudes towards personal beauty, by age, by “agree,” June 2009

Figure 2: Attitudes towards personal beauty, by household income, by “agree,” June 2009

My Black is beautiful

Keeping it real

Hair makes a statement

Figure 3: Black women’s attitudes towards their hair, by age, by “agree,” June 2009

Figure 4: Black women’s attitudes towards their hair, by household income, by “agree,” June 2009

Absent in the fashion conversation

The Michelle Obama factor

Figure 5: Attitudes towards Michelle Obama’s influence on beauty, by age, by “agree,” June 2009

Figure 6: Attitudes towards Michelle Obama’s influence on beauty, by household income, by “agree,” June 2009

Demographics of Today’s Black Woman

Age

All women

Figure 7: Women, by age, 2004-14

Black women

Figure 8: Black women, by age, 2004-14

Marital status

Marital status of all women - by race/Hispanic origin

Figure 9: Marital status, by race and Hispanic origin, 2008

Marital status of Black women

Figure 10: Deferred marriage and childbearing among Black women, 2007

Figure 11: Marital status of Black women, by age, 2008

Her income

Income of all women

Figure 12: Household income of U.S. women, all races, 2007

Income of Black women

Figure 13: Household income of Black women, 2007

Educational attainment

Educational attainment - all women

Figure 14: Education level of all women, 2008

Educational attainment - Black women

Figure 15: Education level of Black women, 2008

Black Women and Cosmetics

Color cosmetic challenges for Black women

Makeup use

Makeup use by race/Hispanic origin

Figure 16: Types of makeup used, by race/Hispanic origin, February 2008-March 2009

Black women’s makeup use

Figure 17: Types of makeup used, Black women, by age, February 2008-March 2009

Foundation

Foundation use by race/Hispanic origin

Figure 18: Type of foundation used, by race/Hispanic origin, February 2008-March 2009

Figure 19: Mean usage of foundation in previous week, by race/Hispanic origin, February 2008-March 2009

Black women’s foundation use

Figure 20: Types of foundation used, Black women, by age, February 2008-March 2009

Figure 21: Frequency of foundation used, Black women, by age, June 2009

Blush

Blusher use by race/Hispanic origin

Figure 22: Blusher use, by race/Hispanic origin, February 2008-March 2009

Figure 23: Type of blusher used, by race/Hispanic origin, February 2008-March 2009

Figure 24: Mean usage of blusher in previous week, by race/Hispanic origin, February 2008-March 2009

Black women’s blusher use

Figure 25: Blusher used, Black women, by age, February 2008-March 2009

Figure 26: Types of blusher used, Black women, by age, February 2008-March 2009

Figure 27: Frequency of blusher use, Black women, by age, June 2009

Eye makeup

Eye makeup use by race/Hispanic origin

Figure 28: Eye makeup used, by race/Hispanic origin, February 2008-March 2009

Figure 29: Types of eye makeup used, by race/Hispanic origin, February 2008-March 2009

Black women’s eye makeup use

Figure 30: Type of eye makeup used, Black women, by age, February 2008-March 2009

Figure 31: Frequency of eye makeup used, Black women, by age, June 2009

Lipstick and lip gloss

Lipstick and lip gloss use by race

Figure 32: Lipstick or lip gloss use, by race/Hispanic origin, February 2008-March 2009

Figure 33: Types of lipstick or lip gloss used, by race/Hispanic origin, February 2008-March 2009

Figure 34: Mean usage of lipstick or lip gloss in previous week, by race/Hispanic origin, February 2008-March 2009

Black women’s lipstick and lip gloss use

Figure 35: Lipstick and lip gloss used, Black women, by age, February 2008-March 2009

Figure 36: Types of lipstick and lip gloss used, Black women, by age, February 2008-March 2009

Figure 37: Frequency of lipstick or lip gloss use, Black women, by age, June 2009

Natural cosmetics

Figure 38: Frequency of natural cosmetics use, Black women, by age, June 2009

Figure 39: Frequency of natural cosmetics use, Black women, by household income, June 2009

Fingers and Toes

Nail polish

Figure 40: Nail polish used, by race/Hispanic origin, February 2008-March 2009

Figure 41: Mean usage of nail polish in previous week, by race/Hispanic origin, February 2008-March 2009

Figure 42: Attitudes towards nail care, by race/Hispanic origin, February 2009

Figure 43: Attitudes towards nail enhancement, by race/Hispanic origin, February 2009

Figure 44: Types of at-home nail care products and treatments used, by race/Hispanic origin, February 2009

Black women’s nail polish use

Figure 45: Nail polish used, Black women, by age, February 2008-March 2009

Figure 46: Frequency of fingernail polish use, Black women, by age, June 2009

Figure 47: Frequency of toenail polish use, Black women, by age, June 2009

Manicures and pedicures

Figure 48: Use of nail salons/services, by race/Hispanic origin, February 2009

Black women’s manicure use

Figure 49: Frequency of salon manicures, Black women, by age, June 2009

Figure 50: Frequency of salon manicures, Black women, by household income, June 2009

Black women’s pedicure use

Figure 51: Frequency of salon pedicures, Black women, by age, June 2009

Figure 52: Frequency of salon pedicures, Black women, by household income, June 2009

Shopping for Cosmetics

Sources and influencers

Figure 53: Usual source of makeup, by race/Hispanic origin, February 2009

Figure 54: Cosmetic preference influencers, by race/Hispanic origin, February 2009

Cosmetic use in tough economic times

Figure 55: Cosmetic shopping and usage changes due to the economy, by race/Hispanic origin, February 2009

Black women and cosmetic shopping

Figure 56: Top seven sources of makeup purchases in past three months, Black women, by age, February 2008-March 2009

Figure 57: Top seven sources of makeup purchases in past three months, Black women, by household income, February 2008-March 2009

Skin Care Insights

Overview

Anti-aging products—a growth segment

Sun protection should be emphasized

Oily skin, sensitive skin

Black facial care

Figure 58: Frequency of using select skin care products, Black women, June 2009

Black facial care by age

Figure 59: Frequency of using facial cleanser, Black women, by age, June 2009

Figure 60: Frequency of using toner, Black women, by age, by frequency, June 2009

Figure 61: Frequency of using facial moisturizer, Black women, by age, June 2009

Anti-aging treatment use

Figure 62: Frequency of using anti-aging treatments, Black women, by age, June 2009

Acne treatment use

Figure 63: Frequency of using acne treatments, Black women, by age, June 2009

The body

Dry skin care

Black bath products and skin care

Figure 64: Frequency of using body wash or shower gel, Black women, by age, June 2009

Figure 65: Frequency of using body splash or fragrance, Black women, by age, June 2009

Figure 66: Frequency of using body lotion, Black women, by age, June 2009

Aromatherapy products

Figure 67: Frequency of using aromatherapy products, Black women, by age, June 2009

Figure 68: Frequency of using aromatherapy products, Black women, by household income, June 2009

Black Women and Beauty Services

Hair and beauty salons

Frequency of visiting

Figure 69: Frequency of visiting the hair salon, Black women, by age, June 2009

Figure 70: Frequency of visiting the hair salon, Black women, by household income, June 2009

Facials and other skin care

Figure 71: Frequency of salon facial or other skincare treatment, Black women, by age, June 2009

Figure 72: Frequency of salon facial or other skincare treatment, Black women, by household income, June 2009

Spa services

Frequency of visiting

Figure 73: Frequency of visiting a day spa, Black women, by age, June 2009

Figure 74: Frequency of visiting a day spa, Black women, by household income, June 2009

Plastic Surgery

Figure 75: Attitudes towards plastic surgery to body and face, Black women, by age, by “agree,” June 2009

Figure 76: Attitudes towards plastic surgery to body and face, Black women, by household income, by “agree,” June 2009

Black Women and the Media

Figure 77: Black women’s attitudes towards media portrayal of African-Americans, by age, by “agree,” February 2009

Figure 78: Black women’s attitudes towards the media, by age, by “agree,” June 2009

Figure 79: Black women’s attitudes towards the media, by household income, by “agree,” June 2009

Advertising Black Beauty Products

Print advertising

Lipstick and lip gloss

Figure 80: L’Oréal Colour Riche lipstick, print ad, August 2008

Figure 81: Revlon Crème Gloss, print ad, May 2009

Foundations and powders

Figure 82: Maybelline Dream Liquid mousse, print ad, May 2009

Figure 83: Maybelline Mineral Power powder foundation, print ad, April 2009

Lotions and skin care

Figure 84: Vaseline cocoa butter formulas, print ad, November 2008

Figure 85: Aveeno Skin Relief moisturizing lotion with oat essence, print ad, November 2008

Figure 86: Olay Quench body lotion, print ad, November 2009

Sun protection

Figure 87: Aveeno Active Naturals sunblock spray, print ad, May 2009

Aromatherapy

Figure 88: Aveeno Active Naturals Stress Relief Body wash, print ad, May 2009

Television commercials

Figure 89: Television ad: Dr. Miracle’s Feel It Formula “You Need a Miracle”, January 2008

Figure 90: Television ad: CoverGirl Queen Collection, Natural Hue Foundation Compact, September 2007

Figure 91: Television ad: CoverGirl Wetslicks Fruit Spritzers, Rihanna, July 2007

Figure 92: Television ad: CoverGirl Exact Eyelights mascara, Rihanna, December 2008

Figure 93: Television ad: L’Oréal Infallible Never Fail lip color, Beyoncé, August 2007

CHARACTERISTICS OF THE BLACK CONSUMER

DEMOGRAPHICS

U.S. population is becoming more diverse

Figure 94: Population, by race/Hispanic origin, 1970-2020

Figure 95: Asian/Pacific Islander, Black, and Hispanic populations, 1970-2020

Figure 96: Population by race and Hispanic origin, 2004-14

U.S. Black population

Black population by age

Figure 97: U.S, Black population, by age, 2004-14

Figure 98: U.S. population, by generation, 2008

U.S. Black geographic concentration

Figure 99: Black geographic concentration, by region, 2007

Black population by state

Figure 100: Top 10 states, by total Black population, 2007

Figure 101: Top 10 states, by Black population as a percentage of total population, 2007

Black buying power by state

Figure 102: Top 10 states, by Black buying power, 2007

Generational insights among Black women

Black generations

Black metros

Figure 103: Top 10 metropolitan areas with the largest number of Black residents, 2005-2007

Black income and purchasing power

Figure 104: Household income distribution for all households and Black households, 2007

Figure 105: Purchasing power, by race/Hispanic origin, 2007

Income of Black households vs. total U.S. households

Figure 106: Increase in percentage of Black households with incomes of $50K or more vs. total U.S. households

Black affluents

Home ownership and household size

Black home ownership

Figure 107: Percentage of homeowners, Black vs. total homeowners, top 10 metros, 2007

Average household size

Figure 108: Average household size, by race/Hispanic origin of householder, 2001 and 2006

BLACK IMMIGRANTS

Country of origin/heritage

African immigrants

Figure 109: U.S. immigrants, baccalaureate and advanced degrees, by continent/region of origin, 2000

Caribbean immigrants

Top five countries of origin

Geographic location

Neighborhood characteristics

APPENDIX: BLACK BEAUTY WEBSITES AND BLOGS

Abstract

The ever-increasing purchasing power of African-American women makes them a desirable target for today’s beauty products companies. Advertisers should build upon cultural insights to create messages that connect these women with their brands, while providing products that address their specific needs.

As they become more educated about their unique beauty needs, Black women will increasingly look for more natural, gentle formulas, rather than being impressed by the latest technological advances.

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