ESSENCE STUDY REVEALS WOMEN’S PASSIONS: In its first segmentation study on African-American women and their psychographics around beauty, Essence found African-American women tend to be twice as likely to feel positive about their beauty. Essence data revealed that 84 percent of African-American women think they are beautiful, versus 41 percent of the general market. Also, 58 percent of African-American women said they are always proud of their look, versus 22 percent of the general market. The study discovered four distinct beauty archetypes among African-American women based on mind-set, product usage and knowledge. The different archetypes revealed Queen Bea, who has a beauty motto of “Beauty is a strategy.” The second is Sheree de la Sol, whose beauty motto is “Beauty signals to the world that I have arrived.” The third is Amber B. Free, who has a beauty motto of “Beauty is a celebration of me.” Finally, there is beauty archetype Jane Jones, who has the beauty motto “Beauty should be simple.” The Smart Beauty series, developed in conjunction with New York-based research firm Insight, yielded three different topics and relevant data, including “African-American Women and Prestige Beauty,” “Fragrance and the Retail Experience” and “The Impact of Marketing Language and Images.” Launched in 2004, Smart Beauty is a series of panel discussions targeting beauty and retail industry decision makers.

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