美国著名化妆品品牌fenty beauty市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMER&

BRANDBrand

KPIs

for

cosmetics

&make-up:

Fenty

Beauty

in

theU.S.Consumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandDuration:

approx.

15

minutesbenchmark

abrandsperformance

againsttheindustry

Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeoverall

and

theircompetitors.Ourdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

2,489Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

FentyBeautys’

performance

inthecosmetics

&make-up

market.Fieldwork:June2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Fenty

Beauty

has

grown

in

the

market

by

being

noisy

and

appealing

to

youngergenerationsIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•

Fenty

Beauty

isabrandfortheyounger

generation,with

Millennials

the

most

likely

to

feel

affinityto

thecurrent

brandingstrategy•

Fenty

Beauty

performs

best

compared

totheindustryaverage

intwo

key

performance

indicators:“Popularity”and“Buzz”•

Women

aremore

likely

to

likeFenty

Beauty

as

a•

Fenty

Beauty

isintheTop10

performing

brandsfor:brandthan

men•

Popularity•

Usage•

Fenty

Beauty

hasahigherproportion

of

LGBTQIA+consumers

when

compared

tothe

industryaverage•

Loyalty•

Buzz•

Fenty

Beauty

tendstoattractconsumers

from

high-income

brackets•

Fenty

Beauty

achieved

rapidand

widespreadpopularity

byeffectively

targeting

andresonatingwith

younger

generations

andthe

LGBTQ+

audience.•

It’sgenerally

people

innuclearhouseholds

thatlikeFenty

Beauty•

However,

they

need

tofocuson

abroader

strategywith

awareness

beingamajor

issue.

Address

thisandthe

brandwill

continuetogrow3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4More

than

half

of

cosmetics

&

make-up

users

in

the

U.S.

are

familiar

with

FentyBeautyBrand

profile:

snapshotFentyBeautys’brandperformance

withintheindustry

of

Americanonlineconsumers65%53%22%19%18%17%15%14%13%10%AwarenessPopularityUsageLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onCosmetics

&make-up

awareness,popularity,

usage,

loyalty

and

buzz

by

brand;

Multi

Pick;Base:n=868,

respondents

who

have

used

cosmetics

&make-upConsumer

Insights

Global,

asofSeptember

2023Sources:Fenty

Beauty

is

very

popular

among

the

millennials

in

the

cosmetics

&

make-upmarketBrand

Profile:

consumer

demographics

(1/3)FentyBeauty

resonates

well

with

theyoungerGeneration

of

consumerswho

likeFentyBeautygenerations,

inparticular,Millennials.

58%

of

Millennialconsumers

who

usecosmetics

&make-up

are

fansofFentyBeauty

compared

to

42%

of

Millennials

whoknow

anybrandsinthecosmetics

&make-up

market.58%42%Gen

Xers

and

Baby

Boomers

are

lesslikely

to

feelpositively

towards

FentyBeauty

with

only

10%

and

2%sayingthey

likethem,respectively

lower

thantheindustryaverage.29%26%21%10%10%2%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocosmetics

&make-up,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=173,

Fenty

Beauty

enthusiast,

n=941,

cosmetics

&make-up

usersConsumer

Insights

Global,

asofSeptember

2023Sources:Women

are

more

likely

to

like

Fenty

Beautyas

a

brand

than

menBrand

Profile:

consumer

demographics

(2/3)GenderofFentyBeauty

fansTheGender

splitbetween

brandenthusiastsof

FentyBeauty

showswomen

are

more

likely

tohaveanaffinity

with

thebrand

over

mencompared

to

theindustryaverage.LGBTQIA+status

ofFentyBeauty

fans

FentyBeauty

hasahigherproportion

ofLGBTQIA+

consumers

when

comparedtothe

industryaverage

forcosmetics

&make-up

users.14%20%40%43%20%

ofFenty

Beauty

users

considerthemselves

to

bepartof

theLGBTQIA+community

compared

tojust14%overall.

Itappears

thatFentyBeauty

hasbeen

very

effective

inattracting

adiverse

rangeof

audiencesandisactively

exploring

opportunities

toreachdemographics

thatmay

nothavebeentargeted

byotherbrands.60%

ofwomen

likeFentyBeautycompared

to

40%

of

men,whereas

theindustryaverage

forcosmetics

&make-upusers

shows

57%

of

women

usecosmetics

&make-up

compared

to43%of

men.83%2%79%60%57%2%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

cosmetics

&make-up,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=173,

FentyBeauty

enthusiast,

n=941,

cosmetics

&make-up

usersConsumer

Insights

Global,

asofSeptember

2023Sources:It’s

generally

people

in

nuclear

households

that

like

Fenty

BeautyBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aFenty

Beautyuser

variesfrom

thatof

the

averagecosmetics

&make-up

users.

Specifically,46%

ofFenty

Beauty

users

belong

to

thehigh-income

group,compared

toanoverall

industryaverage

of

38%.Therefore,

FentyBeauty

is

abrand

thattendstoattractconsumers

from

higher-income

groups.Householdtype10%

ofFenty

Beauty

users

are

fromsinglehouseholds.

Couples

arelesslikely

to

useFentyBeauty

thanotherbrandsandforthenuclearfamily,itisthehighest.10%16%Single38%30%46%11%16%Therefore,

with

thenuclear

householdmarket

wrapped

up

FentyBeauty

maywant

to

consider

opportunitiesandtarget

advertising

atsingleand

couplehouseholdsCoupleNuclear

familySingleparentOther41%32%27%27%14%12%32%24%24%Brand

enthusiastHighIndustryusersMediumLowBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

cosmetics

&make-up,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=173,

Fenty

Beauty

enthusiast,

n=941,

cosmetics

&make-up

usersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

Fenty

Beauty

take

sustainability

more

seriously

thanconsumers

in

generalBrand

profile:

attitudesWhat

do

consumersthink

ofcosmetics

&make-upingeneral?43%

ofconsumers

wholike

FentyBeauty

saythey

arewell

informed

when

itcomes

to

cosmetics

&make-up

and33%

ofthese

consumers

say

thattheycan’t

imaginetheirlifewithout

cosmetics

&make-up.

Thiscompares

to

amarket

average

of

26%

and

24%,

respectively.How

doespriceeffect

theirdecisions?30%

ofconsumers

wholike

FentyBeauty

sayalow

price

ismore

important

thanhighquality

when

itcomes

tocosmetics

&make-up,

compared

tothemarket

average

of24%.Do

consumerstrusttheircosmetics

&make-up?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tocosmetics

&make-up

is

importantto45%

ofconsumers

who

likeFenty

Beauty,compared

to

themarket

average

of

39%.Do

cosmetics

&make-up

productsneed

toinnovate

tostay

relevant?53%

ofconsumers

wholike

FentyBeauty

saycosmetics

&make-up

products

excite

themwith

49%

confirmingthey

liketo

try

outnew

andinnovativecosmetics

&make-up

products.

Thiscompares

toamarket

average

of31%

and

34%,

respectively.How

important

issustainability

toconsumers?According

to45%

ofconsumers

who

likeFenty

Beauty,sustainabilityisimportant

when

itcomes

tocosmetics

&make-up,

compared

to

themarket

average

of

29%.9Notes:“Which

ofthese

statements

about

cosmetics

&make-up

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tocosmetics

&make-up,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=173,

Fenty

Beauty

enthusiast,n=941,

cosmetics

&make-up

usersSources:Consumer

Insights

Global,

asofSeptember

2023CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Fenty

Beauty

performs

better

than

the

industry

average

in

categories

likepopularity

and

buzzBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthecosmetics

&make-up

marketWhen

itcomes

to

cosmetics,

the

average

awarenessforabrandinthe

U.S.

is

55%.

Awareness

of

FentyBeauty,however,

islow

at

41%.Awareness80%With,34%

of

American

cosmetics

&make-up

userssayingthey

likeFenty

Beauty,Fenty

Beauty

findsitselfabove

the

average,

30%,

forpopularity.Among

cosmetics

andmake-up

users

intheU.S.,22%saythey

useFenty

Beauty,mirroring

the

industry'saverage

brand

usagerate,which

alsostands

at22%BuzzPopularity78%

ofFenty

Beauty

users

say

theywould

usethebrandagain,which

alignswith

the

industry'saverageloyalty

score

of78%Fenty

Beauty

ismore

likely

to

beseen

inthe

mediathan

other

brands,with

a“Buzz”score

of

26%compared

to

anaverage

of

23%.LoyaltyUsageIndustryaverageBrand11

Notes:Sources:Cosmetics

&make-up

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),n=505,

respondents

who

know

the

individual

brand

(popularity),

n=505,

respondentswho

know

the

individual

brand

(usage),

n=113,

respondents

who

have

used

the

individual

brand

(loyalty),

n=505,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Fenty

Beauty

falls

out

of

the

top

ten

for

most

recognized

brand

in

the

cosmetics&

make-up

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofFentyBeautyRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.1L'Oréal85%80%79%78%74%71%61%58%56%49%2COVERGIRLRevlon3Outofrespondents

whousecosmetics

&make-up41%

were

aware

of

FentyBeauty.

Thisranksoutsidethetop

10

positionscompared

to

other

brandssurveyed

inthismarket.41%4Avon5Maybelline

New

YorkEstée

Laudere.l.f.Thebrand

leading

thisKPI

is

L'Oréal

who

scored

anawareness

ratingof85%.659%78M.A.C.9bareMineralsKylie

CosmeticsAwareNot

aware10Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Consumer

Insights

Global,

asofSeptember

2023Sources:Fenty

Beautywas

the

fourth

most

popular

brand

in

the

cosmetics

&

make-upmarketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofFentyBeautyRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

cosmetics

&make-up,which

of

thefollowing

brandsdoyou

like?”.1COVERGIRL40%37%35%34%33%33%33%32%31%29%2e.l.f.Outofconsumers

who

knew

thebrand

34%

saidtheyliked

FentyBeauty.

Thisranksthematthe4th

positioncompared

to

other

brandssurveyed

inthismarket.34%3L'Oréal4Fenty

BeautyColourPop

CosmeticsbenefitCOVERGIRL

whoscored

apopularityratingof

40%

isthe

brandleading

thisKPI.

e.l.f.

seals

the

2nd

spotscoring

37%.

Securing

the4th

position,FentyBeautyrapidlygarnered

immense

popularity

duetoitsinclusivecosmetics

rangeand

highly-praisedfoundationsinaremarkably

short

time.5666%7Maybelline

New

YorkAvon89bareMineralsM.A.C.LikeDonotlike10Notes:“When

it

comesto

cosmetics

&make-up,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=505,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Fenty

Beauty

ranks

ninth

as

the

most

used

brand

in

the

cosmetics

&

make-upmarketBrand

KPIs

&benchmarking:

usageSummaryUsage

ofFentyBeautyRank#

BrandUsage

%32%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsothen

beingused,we

asked

each

respondent:

“When

itcomes

tocosmetics

&make-up,

which

ofthefollowing

brandshaveyou

consumed

inthepast12

months?”.1COVERGIRL22%2e.l.f.30%3benefit29%Outofconsumers

who

knew

thebrand

22%

saidtheyused

FentyBeauty.

Thisranks9th

placecompared

toother

brandssurveyed

inthismarket.4L'Oréal26%5ColourPop

CosmeticsbareMineralsMaybelline

New

YorkAvon25%Thebrand

leading

thisKPI

is

COVERGIRL

who

hadausagescore

of32%.

FentyBeauty

is

inthetop10

buthaspotential

forimprovement

interms

ofusagetoreach

thelevel

of

the

market

leaders.625%723%823%78%Use9Fenty

BeautyM.A.C.22%Donotuse1021%Notes:“When

it

comesto

cosmetics

&make-up,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=505,

respondents

who

know

the

individual

brand

(usage)Consumer

Insights

Global,

asofSeptember

2023Sources:Fenty

Beauty

has

the

tenth

most

loyal

consumers

in

the

cosmetics

&

make-upmarketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofFentyBeautys’consumersRank#

BrandLoyalty

%88%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

cosmetics&make-up,

which

of

thefollowing

brandsareyoulikely

to

useagaininthefuture?”.1Urban

Decay22%2Revlon87%3Avon85%4L'Oréal84%Outofconsumers

who

used

Fenty

Beauty,78%

saidthey

would

usethebrand

again.Thisranks10thposition

compared

to

other

brandssurveyed

inthismarket.5Maybelline

New

YorkMorphe83%681%7NYX80%UrbanDecay

who

scored

aloyalty

ratingof

88%

isleading

interms

ofloyalty.

Followed

by,Revlon

whoscored

87%.

Despite

itsrapidlygrowing

popularity,Fenty

Beauty

isfarbehindthe

topproviders

intermsof

loyalty.8bareMineralsCOVERGIRLFenty

Beauty79%78%979%LoyalNot

return1078%Notes:“When

it

comesto

cosmetics

&make-up,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=113,

respondents

who

have

used

the

individual

brand(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Fenty

Beautywas

the

fifth

mostheardabout

brand

in

the

media

within

thecosmetics

&

make-up

marketBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofFentyBeautyRank#

BrandBuzz%37%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1COVERGIRL2L'Oréal32%26%3benefit28%Outofconsumers

who

knew

thebrand

26%

saidtheyhadheardaboutFenty

Beauty

inthemedia.

Thisranks5th

position

compared

to

other

brandssurveyed

inthismarket.4bareMineralsFenty

BeautyAvon28%526%626%COVERGIRL

whohadabuzzscore

of37%

isleading

inthisKPI.Followed

by,L'Oréal

who

scored

32%.

FentyBeauty,currently

ranked

5th,iscertainly

gainingattentioninthemedia

landscape,but

there

is

stillagapwhen

compared

totheindustryleaders.7Maybelline

New

YorkColourPop

CosmeticsKylie

CosmeticsEstée

Lauder26%74%826%925%BuzzNobuzz1024%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=505,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.WithCon