Ethnicity and its impact on the beauty industry.

As the population of the U.S. becomes more and more ethnically diverse, women of different ethnic groups continue to change the face of beauty. According to a new report from The NPD Group, over three quarters of women across all ethnic groups currently use basic beauty products such as skincare, makeup, bath, and shaving products. However, after taking a closer look, NPD found some differences between what various female ethnic groups are reporting in terms of beauty product usage.

According to the report, makeup and skincare products are not as widely accepted across all ethnic segments as one might think – and all “women of color” do not behave similarly when it comes to beauty products – not only category usage, but brand preferences vary widely across ethnic groups as well.

Overall, African American women are less likely than Caucasian women or other “women of color” to use either makeup or skincare products. In fact, one in three African American women told NPD they don’t currently use makeup and one in four reported that they don’t use any type of skincare product.
They’re also less likely to use shaving products, but are more likely than any other ethnic group to use fragrances or bath products.

“This stands out as a significant opportunity for retailers and manufacturers. According to our research, it is apparent that once involved with makeup and skincare products, African American women have the tendency to be heavy product users and more brand loyal compared to other ethnic groups,” said Karen Grant, senior beauty analyst, The NPD Group.

By comparison, Hispanic women are the most likely to report using makeup (relative to other ethnic groups) and are more likely than their Caucasian and African American counterparts to report using skincare products. With the projected increase in the Hispanic population over the next decades, this could bode well for makeup manufacturers.

When it comes to Asian women, nine in ten have reported use of skincare products – more than any other ethnic group, but they are least likely to use fragrance or scented body care products.

A greater understanding of the type of scents that appeal to Asian sensibilities is needed. For instance, within fragrance, the appeal of products that are light, clean and fresh were ranked more important to Asians than a product being feminine. This is different from all other ethnic groups where product femininity is more important.

“In beauty, the future is today – not in 10, 20 or 50 years from now. Today’s ethnic population is already exerting an impact across all beauty categories. That is a fact the beauty industry must recognize right now. And, just as all ‘boomers’ cannot be lumped together and marketed as one homogeneous group, ‘women of color’ are diverse, rapidly changing, and defy generalization. To tap into the power of this ever expanding group, beauty manufacturers and retailers must understand the nuances of differences and adapt strategies to be identified as ‘for someone like me.’ That is a key statement for leading brands that resonates well with this increasingly important group of beauty consumers,” said Grant.

For more information at http://www.npd.com