African-American women are vibrant shoppers of prestige beauty brands, but their biggest challenge is finding products that are effective and effectively marketed toward them. Such points were revealed last week at Essence’s Smart Beauty panel, which discussed the African-American woman’s shopping experience in the prestige beauty market.
The type of beauty goods she’s searching for, according to the findings, are brands she trusts, that reflect her personal style and offer high-quality ingredients. She’s also more likely to buy products from aspirational labels — Chanel lipsticks and Versace perfume, for example — than brands that are associated with celebrities.
Essence's Smart Beauty research confirms that African-American women are confident and aspirational; embracing and celebrating their unique beauty to the fullest. As trendsetters, African-American women enjoy the beauty experience and are loyal consumers, who trust prestige brands to deliver the quality they expect.
* Regarding spending power: African-American women spend 80% more on cosmetics annually and nearly twice as much on skin care products than general market women do annually.
* Regarding how the African-American women think: Her self-confidence is evident in describing herself as intelligent, independent, attractive, ambitious, sexy and fabulous more often than general market women.
* Regarding what informs the purchase decision for African-American women: Reflecting her personal style, being a brand she trusts, offering high-quality ingredients and being suited to her needs all stand out as key attributes to compel purchase across cosmetic, skin and hair categories respectively.
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