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What Clients Of Color Are Looking For

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More than 4 out of 5 female beauty buyers indicating a positive level of support for the Black Lives Matter movement.

The Benchmarking Company surveyed more than 2,900 beauty and personal care buyers on their opinions regarding topics such as products, representation, and Black Lives Matter movement for an August, 2020 study. 

Related: Target Adds 'Black-owned' Badge for Brands

Of those surveyed, 83% of the female beauty consumers supported the Black Lives Matter (BLM) movement with more than half of the consumers saying they supported a brand because of its endorsement to diversity, while 34% boycotted a brand due to its position on BLM. Those who support BLM, 89% believe that women-focused brands have an obligation to empower women of all ethnicity or color. 

Participants were asked on a scale of 1-10 how important it is for beauty brands to diversify, hire and promote more Black employees and 71% rated an 8 or higher. Reasoning for this ranged from:

  • Brands should reflect customers or be more relatable to all
  • Its the right thing to do
  • It will lead to better products for people of color

As for beauty products in general, 87% of Black women feel as though there is a lack of beauty made for Black women while 59% of other women of color, agree. The overall selection in-store is scarce according to 64% of Black women do not see an adequate shelf space dedicated to Black/other consumers of color and 41% of other women of color agree. More than half of all women of color want to see a range of products for all ethnicities offered. 

When asked about specific products lacking representation for people of color, these were the highest categories:

  • Color Cosmetics
  • Hair Care
  • Daily Skin Care
  • Skin Care treatments
  • Hair Styling Products 

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