Black beauty consumer marketing data for brands—inside the key factors influencing buying habits

When Mielle Organics was acquired by Procter & Gamble last year, some brand loyalists were disappointed to see the Black-owned hair care line sold to a corporate giant. More consumer complaints resurfaced on social media last month with users claiming that product efficacy had waned as a result of the P&G acquisition, speculating that product formulas had changed. Mielle’s founder and a P&G spokesperson said product formulas have not changed. But the incident inspired an Ad Age-Harris Poll to determine the role of brand ownership for Black consumers when purchasing beauty and personal care brands. As Black consumer spending—which totaled $9.4 billion in 2023, according to NielsenIQ data analysis—contributes substantially to the beauty industry, brand marketers need to understand what factors influence their purchasing decisions. Become an All Access subscriber Get access to exclusive resources including Leading National Advertisers, World’s Largest Advertisers, Agency Report, Agency Review Tracker and TV Pricing Report. Click here The Ad Age-Harris Poll was conducted last month among 2,043 U.S.-based adults, including 292 participants who identify as African American or Black, aged 18 and older. It found that Black beauty and personal care consumers prioritize product integrity and authentic representation over the brand’s ownership. Three in 10 (32%) Black consumers agree that it’s important to see themselves reflected in a brand’s leadership. The survey also found that 27% of consumers have higher expectations for a brand led by a niche group, such as a small business, and 18% of respondents agree that a brand’s current leadership is more important than the brand’s founder. Which of the following statements about beauty and personal care products do you agree with? Statement Adults 35 and under* Adults over 35* Men* Women Total (U.S.-based Black consumers) It's important that I see myself reflected in a brand's marketing efforts. 45% 47% 46% 36% 40% I am willing to pay more if I see myself reflected in a brand or product. 39 39 44 33 37 I consider myself loyal to a specific brand or product. 35 36 43 33 37 It's important that I see myself reflected in a brand's leadership. 46 47 35 30 32 I make a point to understand a brand's history and ownership. 31 31 25 32 29 I have higher expectations of a brand that is led by a niche group. 23 21 30 24 27 A brand's current leadership is more important to me than who founded it. 18 18 14 19 18 None of the above. 7 7 8 13 11 *Results reflect a smaller sample size compared to the total number of respondents surveyed.Data shown is for Black respondents. Source: Ad Age/Harris Poll The majority of those who identify as beauty and personal care loyalists cite trust—in either the product (73%) or the brand (67%)—as a driver in their purchasing decisions, according to the survey. For companies targeting a diverse audience, especially post-acquisition, transparency is key. Which of the following are reasons why you are loyal to the beauty and personal care products or brands that you purchase? *Results reflect a smaller sample size compared to the total number of respondents surveyed.Data shown is for Black respondents. Source: Ad Age/Harris Poll Which brings us back to Mielle. In September, the company’s Founder and CEO Monique Rodriguez assured consumers that even under P&G ownership, she was still involved in the brand and “deeply committed” to every aspect of its marketing, from product development to formula, packaging, distribution and more. She invited consumers to compare ingredients from the products before and after the sale to prove that no formulas were altered. View this post on Instagram A post shared by Mielle Organics LLC (@mielleorganics) View this post on Instagram A post shared by Mielle Organics LLC (@mielleorganics) The transparency appeared to resonate with brand purchasers: Mielle’s sales were up 48% during the four-week period ending Sept. 8, the height of the recent controversy, according to Circana data from Evercore ISI. That is a faster pace compared to the full third quarter to date (44%) and this year’s first (up 20%) and second (up 43%) quarters. “There have been no formula changes to the Mielle portfolio since joining P&G Beauty in March 2023,” said a spokesperson for Mielle at P&G, when asked for comment. “Our products are loved by millions who use them every day and keep coming back.” Also read: What Black Gen Zers think of brands’ ad strategies Wil Shelton, CEO of Wil Power Integrated Marketing, advises large corporations acquiring Black-owned beauty brands to acknowledge the brand’s history and understand that they “provide a representation of validation and a sense of belonging” beyond commerce. He equated brand trust to “a silent agreement, a pact” that should reflect the “community’s needs and values.” The Ad Age-Harris Poll respondents considered product ingredients (65%) and price (63%) more important than corporate brand ownership (22%). And just over a quarter—28%—of respondents said that they would trust a Black-owned brand more after its acquisition by a general-market company. Which of the following factors do you consider when purchasing beauty and personal care products for yourself? Factor Adults 35 and under* Adults over 35* Men* Women Total (U.S.-based Black consumers) Ingredients 66% 67% 70% 61% 65% Price 59 58 53 71 63 Availability 53 53 52 47 50 Product details 42 40 41 48 46 Product size 48 50 45 43 45 Feedback from users I know 33 31 37 35 35 Feedback from an expert 36 36 35 30 33 Ethical claims 29 31 23 33 30 Product line 28 26 28 29 29 Functional claims 23 25 22 30 27 Packaging 27 28 23 25 24 Brand communications 22 21 22 24 23 Brand ownership 22 24 28 19 22 Feedback from users I don't know 20 19 17 19 18 Feedback from influencers/celebrities 22 21 22 12 16 Spokesperson/partnerships 12 12 11 6 8 Other 4 4 1 3 2 *Results reflect a smaller sample size compared to the total number of respondents surveyed.Data shown is for Black respondents. Source: Ad Age/Harris Poll The idea of knowing what to expect from a brand and the convenience of using familiar products influenced brand loyalty for 53% and 38% of poll respondents, respectively. In the poll, 31% of respondents said they consider the brand’s mission and marketing before purchasing. Forty percent of Black survey respondents agree that it’s important to see their image (age, gender and/or race and ethnicity) reflected in a brand’s marketing efforts, such as spokespeople or casting in advertising. This number is higher among men (46%) than women (36%). The survey found that 37% of Black consumers are willing to pay more for a product based on inclusive marketing. Survey results show that certain marketing strategies lead Black consumers to trust a brand more: real or verified user reviews (65%); endorsements from industry experts such as doctors or cosmetologists (61%); and consumer representation based on race and ethnicity (57%). Participants also said that they trust marketing that portrays people of the same gender (48%) and age (47%). Would you trust a beauty and personal care brand more or less if it featured each of the following in its marketing efforts (e.g., ads, product claims, partnerships)? Data shown is for Black respondents. Source: Ad Age/Harris Poll Four in 10 (37%) of people surveyed agree that they are loyal to specific beauty and personal care brands or products. When asked about the likelihood of trust related to a Black-owned brand offering products for non-Black consumers, 38% of Black consumers would trust this brand more and 52% said there would be no change in the level of trust. Would you trust a beauty and personal care brand more or less in each of the following situations? Data shown is for Black respondents. Source: Ad Age/Harris Poll

Black beauty consumer marketing data for brands—inside the key factors influencing buying habits

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