Essence unveils fourth installment in its Smart Beauty series of research findings
Mikki Taylor
ESSENCE has unveiled the results of its proprietary study, Smart Beauty IV, developed in conjunction with New York-based research firm, Vision Critical Group. The fourth installment of the Smart Beauty series focuses on African-American women and the prestige beauty category, inclusive of cosmetics, skin care, hair care and fragrance.
“ESSENCE’s Smart Beauty research confirms that African-American women are confident and aspirational; embracing and celebrating their unique beauty to the fullest,” says Mikki Taylor, Beauty and Cover Director, ESSENCE. “As trendsetters, African-American women enjoy the beauty experience and are loyal consumers, who trust prestige brands to deliver the quality they expect.”
ESSENCE’s Beauty and Cover Director Mikki Taylor moderated expert panelists including celebrity make-up artist Sam Fine, dermatologist Dr. Rosemarie Ingleton and retail trending specialist Ms. Candace Corlett; as they analyzed the attitudes and purchase behaviors of the modern African-American beauty consumer.
Designed to educate, inform, and inspire real change in marketing to women of color by identifying their buying power, influence, needs and desires, the research methodology for Smart Beauty IV included online surveys among a national sample of African-American women and general market women, who are 18-54 years old. The sample of over 1,500 included a mix of women who used branded beauty products and have shopped at a prestige store for a cosmetic, skin care or hair care beauty product in the past 6 months.
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