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 theseproducts by men and Gen Z (ages 18-25) respondents compared toa similar survey conducted by ThinkNow in 2020.
The biggest sources of informatian for consumers regardingcosmetics and related beauty products are friends and sodalmedia.
When it comes to choosing what products to buy, consumers placethe most importance on brands that are cruelty free, offersolutionsfor different skin tones and offer different price points.Celebrity endorsements are far less important.
L’OREAL and Maybelline top the list of consumers faworite brandsin the category.
While Sephora, L’OREAL, CoverGirl and Maybelline are seen as themost”inclusive” brands in the category, about half of consumersstill believe that the cosmetic and beauty industry adheres to
heteronormative standards.
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