Belisa Silva, Contributing Writer03.03.17
As the U.S. population continues to become more and more nuanced in terms of the consumer demographic, beauty brands are responding by becoming more inclusive, focused on reaching broad audiences via social media rather than by targeting a particular ethnic delineation.
“Things are not looking so black or white, which has been the evolution,” says senior vice president of The NPD Group, Karen Grant, of the new multicultural landscape in beauty. “We’re seeing the ‘other’ category grow.”
According to the United States Census Bureau, by 2020, “more than half of the nation’s children are expected to be part of a minority race or ethnic group.” These numbers will continue to swell so that by 2060, just 36 percent of Americans under age 18 will be single-race non-Hispanic white, compared with 52 percent today.”
Clearly the younger beauty consumer is leading the way in terms of a new diversity, and beauty brands must respond in order to be successful.
FREE SUBSCRIPTION
“Things are not looking so black or white, which has been the evolution,” says senior vice president of The NPD Group, Karen Grant, of the new multicultural landscape in beauty. “We’re seeing the ‘other’ category grow.”
According to the United States Census Bureau, by 2020, “more than half of the nation’s children are expected to be part of a minority race or ethnic group.” These numbers will continue to swell so that by 2060, just 36 percent of Americans under age 18 will be single-race non-Hispanic white, compared with 52 percent today.”
Clearly the younger beauty consumer is leading the way in terms of a new diversity, and beauty brands must respond in order to be successful.
Continue reading this story and get 24/7 access to Beauty Packaging for FREE
FREE SUBSCRIPTION
