1、 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.A Spotlight on the LGBTQIA+beauty consumerJune 2024 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Self-identification as LGBTQ+is on the rise in the U.S.,with th

2、ese consumers now representing over$69 billion in spending power.They are integral members of communities across the nation,showcasing diversity in personal characteristics,socioeconomic backgrounds,health statuses,and lived experiences.Understanding the diversity of the consumers we serve is crucia

3、l.Our data-driven insights help reveal consumers preferences,behaviors,and needs.These insights are invaluable,helping us tailor products,marketing strategies,programs,and customer experiences that resonate authentically.Its important to embrace and understand the unique identities and experiences w

4、ithin the LGBTQ+community.It drives innovation,builds loyalty,and fosters a culture of respect and inclusion.Inclusive brands resonate more deeply with customers,creating strong emotional connections and long-term loyalty.Consumers are more likely to support and remain loyal to brands that authentic

5、ally champion LGBTQ+rights and visibility.By empowering voices and creating lasting change,we ensure everyone feels valued and celebrated.Dominique Brown Manager DEI Programs NielsenIQ 2023 Nielsen Consumer LLC.All Rights Reserved.3Pride Month 2024:Origins,Parades&Dates|HISTORY A History of LGBTQIA+

6、and Pride Month Marketing-Big SeaHow did pride month begin and how have brands played a role?The Evolution of Pride MonthStonewall UprisingFirst Pride ParadeBrands Start Backing PrideIKEAs Groundbreaking CommercialFirst Pride MonthPride Today196919701980s+90s2000President Clinton officially designat

7、ed June as Gay and Lesbian Pride MonthAfter NYPD raided a gay and lesbian bar,the Gay Pride movement became front page news worldwide and the movement started to pick up tractionOne year after the Stonewall Riots,thousands of members of the LGBTQIA+community and allies marched in NYC,now known as th

8、e first Pride ParadeAbsolut Vodka was one of the first brands to openly advertise for Pride Day with tagline“Absolut Perfection”showing they saw no imperfections with the LGBTQIA+communityAfter Absolut,more progressive brands began campaigns to show allyship and support in the 90sIn 1994,IKEA aired

9、what is known as the first advertising spot featuring a gay couple,which continued the path of normalizing non-heteronormative couples19942000s-TodayToday,more brands than ever show their support and allyship to the LGBTQIA+community by promoting special products,donating to organizations,and overal

10、l becoming more inclusive 2023 Nielsen Consumer LLC.All Rights Reserved.4Source:U.S.Census Bureau Household Pulse Survey,July 21-September 13,2021Higher identification percentages on the west coast Size of populationWhich of the following best represents how you think of yourself?Adults aged 18 and

11、overBisexualGay or lesbianSomething elseI dont know4.4%3.3%1.9%2.1%+/-0.1%+/-0.1%+/-0.1%+/-0.1%RegionsPercentage of adults aged 18 and over categorized as LGBTNote:Respondents in the“Did not report”category are excluded from percent calculations 2023 Nielsen Consumer LLC.All Rights Reserved.5The LGB

12、TQIA+Consumer 2023 Nielsen Consumer LLC.All Rights Reserved.6Source:NielsenIQ,Total US Omnishopper Panel Survey latest 52 weeks ending 4/20/2024Members of the LGBTQIA+community are underspending in beauty compared to their percent of buyers.6.0%14.1%7.6%13.6%LGBTQIA+MemberAlly%of Dollars%of BuyersLG

13、BTQIA+and Ally dollars vs buyers 2023 Nielsen Consumer LLC.All Rights Reserved.7Source:NielsenIQ,Total US Omnishopper Panel Survey latest 52 weeks ending 4/20/2024There is opportunity to increase trips for both members and allies of the LGBTQIA+community Dollars per buyerDollars per tripTrips per ye

14、arTotal U.S.$816.48$17.6446.3Members of the LGBTQIA+community spend.25%less-$1.34 8.7 less tripsI or someone else in my household is a member of the LGBTQIA+community$612.86$16.3037.6Allies of the LGBTQIA+community spend2%less+$1.60 4.8 less tripsI or someone else in my household is an ally,but not

15、a member,of the LGBTQIA+community$798.23$19.2441.5LGBTQIA+buyers are more likely to be male,which could be driving their lower spend on beauty and personal care 2023 Nielsen Consumer LLC.All Rights Reserved.8Source:NielsenIQ,Total US Omnishopper Panel Survey latest 52 weeks ending 4/20/2024Who is th

16、e LGBTQIA+beauty buyer?The LQBTQIA+buyer has a high dollar index amongMale buyers3-5+member householdsKids in the householdProfessional/ExecutiveWhite Collar-Clerical/SalesBlue Collar$100K+incomeAge 25-54 2023 Nielsen Consumer LLC.All Rights Reserved.9Source:NielsenIQ,Total US Omnishopper Panel Surv

17、ey latest 52 weeks ending 4/20/2024LGBTQIA+beauty care outspending in bath&shower,deodorant,fragrance,hair removal,and sun careItem buying rate($per year)$0$50$100$150$200$250Bath&shower Cosmetics&nailDeodorantFacial skincareFragranceHair careHair removalHBLSun careTotal PanelMember of the LGBTQIA+c

18、ommunityAn ally,but not a member of the LGBTQIA+communityLargest opportunities for the LGBTQIA+Community to close the spend gap are cosmetics&nail and hair care Greater spend per year is driven by dollars per trip for deodorant,facial skin care and HBL 2023 Nielsen Consumer LLC.All Rights Reserved.1

19、0Source:NielsenIQ,Total US Omnishopper Panel Survey latest 52 weeks ending 4/20/2024.*greater than 15%difference in$%chg for LGBTQIA+buyers compared to total panel While the LGBTQIA+buyer under paced in total spend for beauty,this cohort is seeing strong dollar growth in a few key categoriesStrong g

20、rowth categories for the LGBTQIA+consumer compared to total panel*Eye CosmeticsFalse EyelashesNail PolishNail TreatmentsEye Skin CareAfter Sun TreatmentBody SprayHair Growth ProductHair TreatmentAfter ShaveDepilatories 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Right

21、s Reserved.11Industry Influence 2023 Nielsen Consumer LLC.All Rights Reserved.12Allies are some of the most effective and powerful voices for LGBT people.An ally can be defined as someone who stands up for the equal and fair treatment of people different than themselvesLGBT people cannot do this alo

22、ne.By being an ally,and showing support of LGBT people,you help end ignorance leading to issues and actions that adversely impact the daily lives and livelihoods of LGBT people.Not only do allies help foster safety in the coming-out process,they also help others understand the importance of equality

23、,fairness,acceptance,and mutual respect.National Institute of HealthOffice of Equity,Diversity,and Inclusion“2023 Nielsen Consumer LLC.All Rights Reserved.13Ally brands help the community by promoting awareness and respect Partnership with PFLAG National with a Pride focused campaign promoting the#P

24、roudInYourSkin hashtag.Harrys created a limited-edition Pride set that includes bright colors and rainbow details to make everyone feel fearless and proud.Harrys will donate 100%of their profits from this limited edition set to The Trevor Project in the U.S.BYOMA will be donating 50%of all sales fro

25、m BYOMA.com to GLSEN,a non-profit org.striving to create safe and inclusive schools for LGBTQ+youthYear-round,100%of Viva Glam Lipstick sales are donated to the MAC Viva Glam Fund,which helps fund local organizations supporting the LGBTQIA+community and people living with or affected by HIV/AIDS.NYX

26、 is giving customers the opportunity to take the Allyship Training Quiz to get 25%off on their next order as well as donating to the Los Angeles LGBT CenterKevin Aucoin Beauty will be donating 5%of sales up to$10k from select products to the Hetrick-Martin Institute,an org.that offers free programmi

27、ng services for LGBTQ+youthGlow Recipe brought back its best-selling toner in a limited-edition packaging in honor of pride and will be donating to Heritage of Pride as well as being a sponsor for NYC PrideOUAI will be donating$20,000 to the Los Angeles as well as partnering with LGBTQIA+activists,c

28、reators,and business ownersKiehls has committed to donating$150,000 to the Ali Forney Center to provide safe and temporary housing for LGBTQIA+homeless youthPoppy&Pout is releasing a lip balm Pride Punch edition and will donate 10%of the balms retail proceeds to Encircle,an org.that offers programs

29、and therapy for LGBTQ+youths.“Being an ally is a choice.It is about choosing to visibly and vocally stand up for the rights of others,call out bias and unacceptable behavior,and use your voice to effect change.It goes far beyond expressing passive support;it is a long-term commitment to advocate for

30、 others.”World Economic Forum 2023 Nielsen Consumer LLC.All Rights Reserved.14After the controversy and backlash caused by Targets 2023 Pride collection,the retailer has announced that this years Pride collection will only be available in select stores and online and there will be no apparel for chi

31、ldren.Target switching gears after 2023 pride controversy Weeks after Targets announcement,Walmart promoted its new Pride apparel on social media posting on Instagram,“Not just a slogan.#PrideAlways is a reminder to lead with love.”2023 Nielsen Consumer LLC.All Rights Reserved.15Source:NielsenIQPane

32、l On Demand Omnishopper|US OSH-NDH SyndFull View-444 5 yr|US OSH-NDH SyndFull View 5 yr|L52 w/e 4/20/24Shopping LGBTQIA+owned brands is a way to support the community year-round,not just during Pride monthHealth and Beauty$6.5M+38.5%vs.YA 98%of sales are onlineFounded by couple Matthew Malin and And

33、rew Goetz in 2004 after opening an apothecary shop in NYC.This brand carries varies product lines including body wash,hair care,deodorant,skin care,and more Hair Care$142.2M-4%vs.YA 89%of sales are online Founded by Amy Erret,to created and provide luxurious hair color products with ingredients that

34、 wont damage your hair,named Madison after her daughterCosmetics&Nail Grooming$1.5M+19.6%vs.YA71%of sales are onlineFounder,Remi,created Freck so that everyone could bear beauty marks,freckles,at any time of the year.The company has grown into more than just freckle products and now sports various c

35、osmetic lines Hair Care$5.5M+26.4%vs.YA 78%of sales are online Influencer,Queer Eye star,and hair stylist,Jonathon Van Ness hair care line that is free from silicone and instead uses hemisqualane from sugar cane.This formula adds shine and smoothing effects to hairBy shopping LGBTQIA+owned brands,yo

36、u are supporting the community year-round.Support to these brands allows them to Promote inclusivity Advocate for self-expressionGive back to the communityAccording to the National LGBT Chamber of CommerceAmerican LGBT-owned businesses contributed an estimated$1.7 trillion to the US economy 2023 Nie

37、lsen Consumer LLC.All Rights Reserved.16LGBTQ+Owned Beauty Brands Youll Love|Beauty ExpertLGBTQIA+influencers are using their platforms to promote self expression and inclusivityJules Von HepFounder of Isle of Paradise94K+followerson InstagramAs a member of the LGBTQIA+community himself,Jules aims t

38、o empower individuals to feel confident and comfortable as themselves.Mitchell HallidayFounder of Made by Mitchell1M+followerson InstagramMade by Mitchell aims to offer an extensive range of inclusive cosmetic products differing in colors and formulas to make sure every customer is able to express t

39、hemselves.Jonathan Van NessFounder of JVN5.5M+followerson Instagram1.1M+followerson TikTokJVNs motto,“come as you are”,is an invitation to all to create confidence through quality haircare.Kim ChiFounder of KimChi Chic1.8M+followerson Instagram251k+followerson TikTokCreated by Drag Queen KimChi,this

40、 line of cosmetics is designed to provide colorful palettes and products to anyone and everyone who wants to express their individuality 2023 Nielsen Consumer LLC.All Rights Reserved.17Key takeawaysBeauty is a key category for the LGBTQIA+community because its products allow people to express who th

41、ey are,regardless of identity or orientation.Beauty brands can help foster an environment that celebrates our differences and allows for self-expression.Ally brands are important to the LGBTQIA+because they can offer support both financially and through promoting awareness of key issues.Ally brands

42、who find success are those who recognize that inclusivity and representation are what will find traction with the LGBTQIA+community.Supporting the LGBTQIA+community doesnt have to only occur in June.Shopping LGBTQIA+owned brands is a great way to give back to the community and support brands whose v

43、alues align with your own.2023 Nielsen Consumer LLC.All Rights Reserved.Thank You!For more information,get in touch!Katie HazlettKhttps:/ 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.19Interested in more enhanced demographic consumer panels?What is it?A

44、nalysis of panel purchase data to explore and diagnose consumer/shopper behavior to drive improvements in penetration and buy rate among specific consumer groups.Understand the volumetric impact of consumer groups to uncover growth opportunitiesEnhanced demographics on consumer panelsTypes of enhanc

45、ed demographicsSource Data AlternativesOmnishopper Panel:Best for analyses that require a full view of online and channel shopping Homescan Panel:Best for analyses focused on primarily on product detail(e.g.,flavor,form,etc.)When to use:Quantify how the way consumers think impacts the bottom line,pr

46、oviding the ability to understand the volumetric impact of attitudes or other consumer characteristics that go beyond standard demographics.WIC/SNAP Amazon Prime,Walmart+,and other memberships and loyalty programs LGBTQ Dog/cat owners Ailments Diets GLP-1 users Financial constraints Saving strategies Sustainability attitudes and behaviors Life moments Private label attitudes On-premise and off-premise consumption of alcoholAnd many more!