ESSENCE is once again arming multicultural marketers with insight on African-American women by releasing its Smart Beauty IV research study, developed in conjunction with Vision Critical Group. The study is designed to inspire real change in marketing to women of color by identifying their buying power, influence, needs and desires in the prestige beauty category, inclusive of cosmetics, skin care, hair care and fragrance.
Highlights of Smart Beauty IV:
- Regarding spending power -- African-American women spend 80% more on cosmetics annually and nearly twice as much on skincare products than general market women do annually.
- Regarding the mindset of African-American women -- 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.
Seen on Target Market News