Cosmetics: Master The Multicultural Cosmetics Consumer

Assess attitudes, usage, and motivations to understand  what & why consumers buy.

Cosmetics Usage, Products, and Brands

Three quarters of multicultural consumers use cosmetics at least occasionally, although only just over one quarter said they wear makeup every day or most days. Multicultural consumers use cosmetics for a variety of reasons, but the most common reason, particularly for African American women, is to look polished or put together.

Purchase Behavior and Influences

Whether online or in-person, the shopping experience and ability to browse products/brands is important. Retailer or channel preference is based on different reasons; while some consumers are choosing based on price, others are looking for assortment, availability, perceived quality, and assistance. Multicultural consumers are most likely to get cosmetics information and inspiration, such as trends, product information, and tutorials, from YouTube.