Adapting to the changing face of America
The African American population is set to grow significantly by 2060
The route to uncovering new beauty shoppers is through understanding the consumer. Understanding their personal needs and behaviours is the first step to successfully targeting the modern mind-set of Americans.
Revisiting beauty norms
The Hispanic American and African American population is set to grow significantly by 2060 (+115% and +63% respectively*), meaning the influence and buying power of these consumers is only set to increase.Meanwhile the beauty industry has long taken a limited view of beauty norms, with cosmetics products created in a narrow selection of shades for example, or skincare that neglects the needs of different skin types.
Recently, brands have started to break the mould and pioneer change. By broadening their product ranges in response to America’s increasing diversity, these brands are catering better to consumers’ demands. New brand Fenty Beauty launched with 40 shades within its foundation range alone, and Maybelline followed suit, expanding its range of shades.
Engagement with cosmetics varies greatly by ethnicity. Caucasian women are the most likely to use cosmetics in their daily routine, perhaps reflecting the fact that ranges have historically catered better to them.
African American and Hispanic women are more engaged with niche brands for their specific skin needs such as uneven skintone or acne, pointing at opportunities for brands which can identify and address these requirements.Generation labels
Targeting the specific needs and mindsets of different generations is key to engaging new buyers. Centennials in particular have significantly different values to their elders. This group (made up of consumers aged 21 and under) place more value on purpose and meaning, and less on material possessions; 94% said life ‘having meaning’ is a sign of success and just 34% said the same about having a nice car.**
While this group’s personal care routines are currently driven by the physical needs of being a young adult, as they mature, products positioned to meet both their needs and mindsets will win.
Responding to changing lifestyles
Changes in lifestyles are influencing the way Americans behave towards their beauty regimes. Fast-paced environments mean lives are even busier, and shoppers are no longer working the traditional 9 to 5 hours. Time-poor morning routines shrink, and evening occasions grow as consumers can afford more time for themselves, driving the success of pampering products – with at least 32% of Americans working from home occasionally or every day. However, overall personal care regimes are becoming simpler, with consumers using fewer categories. Disruption to daily routines means products need to fit around the moment and address specific needs.
Giving consumers with busy lives a reason to invest their time in products is key – whether that’s through offering convenience, multiple benefits or an experience.
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**Download on the Generations, Kantar Consulting, 2017