ThinkNow Cosmetics and Beauty Report 2020

Cosmetics &
Beauty Report
August 2020

Survey Method
• Self identify as Hispanic, African-
American, Asian or N.H. White origin
• 18+ years of age
Field Dates
July 24 to August 8th, 2020
• National Online study
Screening Criteria
1,525Total
501
Hispanics
255
African-American
254
Asians
515
N.H. Whites
Methodology

Summary of Key Findings
• Two-thirds of consumers surveyed have purchased cosmetics/beauty
products in the past 6 months (January-July 2020).
• The Internet is essential to the cosmetic/beauty category for
shopping, product information, and advice.
• Close to half of consumers surveyed are buying cosmetics a lot more/
somewhat more online since the pandemic started.
• Many of those surveyed follow social media influencers for beauty
advice. Male influencers are among the most popular.
• Only about one-fifth feels certain that they will ever feel comfortable
going back to a store to try cosmetics/beauty products.
• Diversity in skin tone offerings is deemed important when selecting a
beauty/cosmetic product to buy or use, and generally more
important than other aspects of the product and corporate
initiatives.

Two-thirds have purchased cosmetics or beauty products in the past 6 months.
66%
62%
57%
63%
70%
56%
76%
60%
75%
68%
53%
Total Market Hispanics African
American
Asians Non-
Hispanic
White
Male Female Gen Z: Age
18-22
Millennials:
Age 23-38
Gen X: Age
39-54
Boomers:
Age 55-64
% YES
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
Base Size: (1,525) (501) (255) (254) (515) (738) (765) (264) (557) (435) (269)
E GK
K
Letter indicates significance at 95% confidence level.
AB
• African American consumers are purchasing less, but almost 3 in 5 have purchased over the past six months.
• Not surprisingly, women are more likely than men to have purchased the category.
• Millennials, followed by Gen X, are also more likely to have purchased the category.
Have you purchased cosmetics or related beauty products in the past 6 months?
Base: Total Sample

Online is an important platform for the cosmetic/beauty category shopping and
information.
Role of Online in Cosmetics/Beauty Category
Base: Have purchased cosmetics or related beauty products in the past 6 months (n=975)
73%
Cosmetic buyers use
online sources to find
information on the
category – products and
brands – through
searches, YouTube, and
social media.
42%
Cosmetic buyers are
buying beauty/cosmetic
products online a lot
more or somewhat
more now than
pre-pandemic.
Cosmetic buyers are
looking to social media
influencers for ideas
about beauty/cosmetic
products a lot more or
somewhat more now
than pre-pandemic.
34%
Of cosmetic buyers have
purchased cosmetics
online in the past six
months. Online is the most
popular point of purchase.
52%
Consumers Who Have Purchased Cosmetics in the Past Six Months

Online represents the top point-of-purchase and information source for cosmetics and related
beauty products.
Where do you purchase
your cosmetics/beauty products?
• Half purchase cosmetics via online outlets, but brick-and-mortar retailers as a whole are most popular.
• Online sources such as search engines, YouTube, and social media are popular sources of information, as are friends & family.
Brick & Mortar (Net)
Drug Stores
Specialty Stores
(Morphe, Ulta, Sephora, MAC, etc.)
Department Stores
Supermarkets
Online
Peer-to-Peer (Avon, MaryKay, etc.)
Other 3%
15%
52%
36%
40%
41%
43%
88%
Where do you get information or
find out about cosmetics/beauty products and brands?
Online (Net)
Online search
YouTube
Social Media Influencers
Word-of-Mouth (Net)
Friends
Family
Advertising (Net)
Television Ads
Magazine Ads
Outdoor ads
In-Store (Net)
In-store displays
In-store help/beauty consultants
Other 2%
24%
33%
45%
7%
29%
32%
48%
34%
43%
58%
34%
39%
50%
73%

Online is the most popular point of purchase across ethnic groups, but Hispanics, at less than
50%, report being less likely to do so.
Where do you purchase your cosmetics/beauty products?
Total Market Hispanics
African-
Americans Asians
N.H.
Whites Male Female
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
46% 57% 55% 51% 58%F 47% 50%K 55%K 58%K 32%
44% 37% 39% 44% 37% 48%E 43% 42% 40% 51%
45% 37% 46% 41% 35% 46%E 51%JK 48%JK 35% 33%
36% 36% 42% 41% 41% 39% 42% 40% 38% 40%
32%C 33% 22% 38%C 42%F 31% 33% 40% 34% 31%
16%C 13%C 4% 15%C 21%F 11% 12% 17%K 17%K 9%
2% 5% 2% 4% 1% 5%E 1% 1% 5%GH 7%GH
Base: (975) (320) (142) (154) (359) (376) (580) (161) (404) (280) (130)
Online
Drug Stores
Specialty Stores (Morphe,
Ulta, Sephora, MAC, etc.)
Department Stores
Supermarkets
Peer to Peer (Avon,
MaryKay, etc.)
Other
3%
15%
36%
40%
41%
43%
52%
Base: Have purchased cosmetics or related beauty products in the past 6 months
• Hispanics are just as likely to buy cosmetics online as specialty stores.
• Specialty stores are more popular among Gen Z and Millennials than older age groups.

Use of online sources, like social media, to get information about cosmetics and beauty products
is strongest among younger consumers and declines significantly with age.
Where do you get information or find out about cosmetics/beauty products and brands?
African-
Americans Asians
N.H.
Whites Male Female
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
51% 42% 55%B 51% 53% 48% 47% 51%K 56%K 36%
42% 39% 44% 45% 38% 47%E 53% 50J% 33%J 44%
41% 37% 42% 38% 45%F 35% 60%HJK 44%K 37%K 18%
32% 24% 30% 37%B 34% 34% 48%JK 41%JK 30%K 18%
34% 34% 27% 35% 37% 32% 44%HJ 31% 31% 42%H
33%C 31% 23% 34%C 28% 36%E 36% 29% 33% 39%
31%C 33%C 14% 34%C 38%F 29% 28% 29% 36% 36%
21% 23% 20% 31%AC 32% 27% 17% 24% 37%GH 30%G
22% 28%C 15% 24%C 21% 25% 23% 28%J 18% 25%
10% 7% 5% 6% 10%F 5% 8%K 8%K 8%K 2%
2% 1% 2% 2% 1% 3%E 1% 1% 2% 5%
Base: (975) (320) (142) (154) (359) (376) (580) (161) (404) (280) (130)
Online search
Friends
YouTube
Social Media Influencers
Family
In store displays
Television Ads
Magazine Ads
In store help/beauty consultants
Outdoor Ads
Other 2%
7%
24%
29%
32%
33%
34%
34%
39%
43%
50%
• African Americans are least likely to use online sources.

22% 21%25% 20% 17%
Both male and female influencers are among the most popular for advice on cosmetics and
beauty products.
Kylie Jenner Kim Kardashian Kendall JennerJeffree Starr James Charles
Which influencer/s do you follow for advice on beauty/cosmetic products?
63%
FOLLOWS
ANY BEAUTY
INFLUENCER

Overall, Asians and Boomers are less likely than other segments to follow beauty influencers.
% Following Any Influencer
63% 64% 62%
45%
63%
80%
72%
61%
32%
American
Asians Non-Hispanic
White
Gen Z:
Age 18-22
Millennials:
Age 23-38
Gen X:
Age 39-54
Boomers:
Age 55-64
(A) (B) (C) (D) (G) (H) (J) (K)
Base Size: (975) (320) (142) (154) (359) (161) (404) (280) (130)
C C C
K
K
K

Both male and female influencers are about equally popular, except among African Americans
and Boomers, who are more likely to follow female than male influencers.
47% 47%
40%
30%
49%
60%
54%
50%
15%
51%
47% 49%
31%
53%
62% 59%
50%
26%
American
Asians Non-Hispanic
White
Gen Z: Age 18-
22
Millennials: Age
23-38
Gen X: Age 39-
54
Boomers: Age
55-64
Male Influencers Female Influencers
(A) (B) (C) (D) (G) (H) (J) (K)
Base Size: (975) (320) (142) (154) (359) (161) (404) (280) (130)
C
C
K
K
K
C
C
C
JK
K
JK

Having diversity in skin tone offerings is perceived as more important than
other product and corporate characteristics.
5% 6% 3% 4% 6% 8%
8% 9%
7% 9%
11% 11%
10%
12%
12%
14%
16% 11%
35%
36% 43%
39%
35% 37%
42%
37% 35% 34% 32% 33%
Very important
Somewhat important
Not sure
Not very important
Not important at all
How important are each of the following to you personally when it comes to the
beauty and cosmetic products you buy and use?
Total Market
Diversity in skin tone
offerings
Organic/natural
ingredients
Products that offer
multiple solutions
Brand/company is
environmentally-
conscious
Brand/company is
dedicated to diversity
and inclusion
Brand/company
highlights models of
all shapes/sizes
Very/Somewhat
Important →
77% 73% 78% 73% 68% 70%
Base: Total Market (N=975)

Hispanics and African Americans are more likely to perceive diversity in skin
tones as ‘very important’ when selecting beauty and cosmetic products.
42%
49% 48%
37%
40%
37%
46% 46% 43%
39% 42%
American
Asians Non-
Hispanic
White
Male Female Gen Z: Age
18-22
Millennials:
Age 23-38
Gen X: Age
39-54
Boomers:
Age 55-64
% Very Important
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
Base Size: (975) (320) (142) (154) (359) (376) (580) (161) (404) (280) (130)
CD
E
How important is “Diversity in skin tone offerings” to you personally
when it comes to the beauty and cosmetic products you buy and use?
• This characteristic is more important to women than men, but no significant differences are observed across age
groups.

Ethnic consumers are more likely to care about cosmetic companies that are dedicated to
diversity and inclusion.
How important are each of the following to you personally when it
comes to the beauty and cosmetic products you buy and use?
% Very Important
Summary for Top Two Box
Total
Market Hispanics
African-
Americans Asians
N.H.
Whites Male Female
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
Diversity in skin tone offerings 42% 49%CD 48% 37% 40% 37% 46%E 46% 43% 39% 42%
Organic/natural ingredients 37% 43%CD 39% 31% 34% 43%F 32% 31% 35% 44%GK 30%
Products that offer multiple solutions 35% 40%C 35% 27% 33% 35% 34% 28% 33% 38% 35%
Brand/company is environmentally-conscious 34% 41%BC 27% 26% 34% 34% 35% 35% 33% 36% 34%
Brand/company highlights models of all shapes/sizes 33% 34%C 35%C 23% 32% 33% 33% 38% 35% 32% 27%
Brand/company is dedicated to diversity and inclusion 32% 40%CD 42%CD 30% 28% 31% 33% 35% 33% 34% 24%
Base: (975) (320) (142) (154) (359) (376) (580) (161) (404) (280) (130)
• That said, about two-thirds of non-Hispanic Whites pay attention to these issues when selecting a brand/company in the category.

About 2 out of 5 consumers are buying and using beauty/cosmetic products less often now as a
result of Covid-19. A similar proportion says they are buying these products more online.
14% 11%
17% 13%
24%
14%
25%
13%
34%
33%
32%
39%
17%
25%
14%
21%
12%
17% 13% 13%
A lot more now
Somewhat more now
The same/No change
Somewhat less now
A lot less now
Buying beauty/cosmetic
products in general
Buying beauty/cosmetic
products online
Using beauty/cosmetic
products in general
Looking to social media
influencers for ideas about
beauty/cosmetic products
More (Net) → 29% 42% 27% 34%
Less (Net) → 38% 25% 41% 27%
For each activity below, please indicate if you are doing this
less often, the same, or more often now as a result of Covid-19.
Total Market

For each activity below, please indicate if you are doing this
less often, the same, or more often now as a result of Covid-19.
About a third of consumers are using or buying more cosmetic/beauty products since COVID-19,
but 42% say they are buying the category more online now than pre-pandemic.
Summary 4-5 for
"A lot More / Somewhat More now"
Total
Market Hispanics
African-
Americans Asians
N.H.
Whites Male Female
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
Buying beauty/cosmetic products online 42% 42% 36% 41% 43% 52%F 35% 50%K 40%K 48%K 28%
Looking to social media influencers for ideas about
beauty/cosmetic products
34% 32% 26% 25% 36%BC 46%F 26% 39%K 37%K 41%K 11%
Buying beauty/cosmetic products in general 29% 29%B 18% 22% 30%B 44%F 18% 28%K 30%K 36%K 10%
Using beauty/cosmetic products in general 26% 25% 20% 17% 27%C 40%F 16% 27%K 26%K 35%HK 7%
Base (975) (320) (142) (154) (359) (376) (580) (161) (404) (280) (130)

Of cosmetics buyers who have purchased over the past six months, only 20% are ‘very
comfortable’ trying beauty/cosmetics at the store. Of the rest, ¼ feels they will eventually feel
comfortable.
17%
22%
16%
24%
20%
Total Market
Very comfortable
Somewhat comfortable
Neutral/Not sure
Somewhat uncomfortable
Very uncomfortable
Base: Not feel very comfortable going to the store and trying beauty/cosmetic products (n=816)
How comfortable are you going to stores and
trying beauty/cosmetic products?
ABC
9%
10%
20%
39%
22%
Total Market
Definitely yes
Probably yes
Not sure
Probably no
Definitely no
Do you think you will ever feel comfortable going
back to a store to try beauty/cosmetics products?
Higher among NH
Whites, Millennials
and Gen X
No significant
differences across
subgroups

Comfort going to stores and try beauty/cosmetics products
– Current and Future
Non-Hispanic Whites, males, and those age 23-54 are more likely to feel very comfortable going
to a store to try cosmetics.
Total
Market Hispanics
African-
Americans Asians
N.H.
Whites Male Female
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
How comfortable are you going to stores and
trying beauty/cosmetic products?
% Very Comfortable 20% 12% 15% 8% 23%ABC 35%F 10% 5% 22%GK 30%GHK 7%
Base: Have purchased cosmetics/beauty products in P6M (975) (320) (142) (154) (359) (376) (580) (161) (404) (280) (130)
Do you think you will ever feel comfortable
going back to a store to try beauty/cosmetics
products?
% Definitely Yes 22% 20% 16% 19% 23% 30%F 18% 19% 23% 23% 20%
Base: Do not feel “very comfortable” trying cosmetic/beauty
products in-store
(816) (285) (120) (140) (271) (273) (526) (152) (329) (213) (122)
• Men are more likely than women to feel optimistic about overcoming this concern in the future.

Would you rather purchase beauty/cosmetic products from
a large trusted company or a smaller, boutique brand?
Recent cosmetic buyers are split regarding their preferences on the type brand they buy, about
half prefer large/established brands and 2 in 5 have no preference.
39%
23%
51%
43%
36% 33%
55%
17%
21%
13% 26%
19%
15%
9%
44%
56%
37%
31%
45%
52%
36%
Total Market Male Female Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
Large, trusted brand
Smaller, boutique
brand
Does not matter/ Either
one
(E) (F) (G) (H) (J) (K)
Base Size: (975): (376) (580) (161) (404) (280) (130)
F
F
E
JK
K
G
GK
HJ
• Males and younger consumers report a stronger preference for boutique brands than related subgroups.
• Women and Boomers are more likely to report having no preference, suggesting they focus more on product than brand.

Would you rather purchase beauty/cosmetic products from a
large trusted company or a smaller, boutique brand?
Ethnicity is not a significant factor for consumers when deciding whether to purchase
beauty/cosmetic products from a larger or boutique brand.
39% 43% 42% 41% 38%
17%
17% 21%
16%
15%
44% 40% 37%
43% 47%
Total Market Hispanics African-
Americans
Asians N.H. Whites
Large, trusted brand
Smaller, boutique
brand
Does not matter/
Either one
(A) (B) (C) (D)
Base Size: (975) (320) (142) (154) (359)

KEY TAKE AWAYS
• The cosmetics/beauty category has been impacted by the
pandemic, but the demand for these products is still there.
• An online presence is imperative as consumers have shifted some
purchases to online and seek product information and advice via
online sources.
• This category is heavily ‘experiential’ and as stores being to re-
open, most consumers remain optimistic that they will eventually
feel comfortable trying cosmetics/beauty products in-store again.
• The importance of diversity and inclusion in this category is
evidenced by the strong following of male beauty influencers and
the demand for skin tone diversity on product portfolios.

Only a few Boomers follow male influencers for beauty/cosmetics advice.
African-
Americans Asians N.H. Whites
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
(A) (B) (C) (D) (G) (H) (J) (K)
47%C 40% 30% 49%C 60%K 54%K 50%K 15%
21%BC 13% 9% 26%BC 34%JK 28%JK 19%K 7%
21%C 19% 13% 22%C 42%HJK 24%K 18%K 5%
10% 11% 7% 16%AC 17%K 16%K 16%K 2%
13%C 9% 7% 13%C 19%K 16%K 13%K 3%
13%C 10% 4% 12%C 11% 12%K 14%K 6%
12%BC 5% 2% 12%BC 11%K 12%K 13%K 2%
7% 7% 7% 11% 5% 11%GK 15%GK 2%
7%C 5% 2% 8%C 4%K 8%K 10%GK 0%
5% 3% 7% 4% 3% 6%K 6%K 1%
Base: (975) (320) (142) (154) (359) (161) (404) (280) (130)
Male Influencers – Net
Jeffree Star
James Charles
Shane Dawson
Patrick Starrr
Gabriel Zamora
Manny Gutierrez
Thomas Halbert
Lewys Ball
Reuben De Maid 5%
7%
10%
11%
11%
13%
14%
21%
22%
47%
Continue on next slide

Asians and Boomers are less likely than others to follow female beauty influencers.
African-
Americans Asians N.H. Whites
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
(A) (B) (C) (D) (G) (H) (J) (K)
47%C 49%C 31% 53%C 62%JK 59%JK 50%K 26%
23%C 25%C 12% 27%C 38%JK 33%JK 18% 16%
20%C 19%C 10% 21%C 22%JK 30%JK 13% 11%
17% 17% 13% 18% 22%JK 25%JK 13%K 6%
7% 5% 5% 11%BC 7% 14%GK 10%K 2%
7% 10% 4% 10%C 9% 13%K 10%K 3%
5% 5% 3% 11%ABC 12%K 8%K 11%K 3%
9%B 4% 4% 9%B 5% 9%K 11%GK 2%
7%C 4% 3% 9%C 8%K 8%K 12%K 1%
4% 5% 3% 9%AC 3% 6%K 14%GHK 1%
5% 7% 6% 9%A 5% 11%GK 7% 4%
10%B 4% 6% 7% 7%K 10%K 7%K 1%
6%C 3% 1% 8%BC 6% 6% 8% 4%
7%BD 2% 3% 1% 7%J 3% 1% 3%
Base: (975) (320) (142) (154) (359) (161) (404) (280) (130)
Female Influencers - Net
Kylie Jenner
Kim Kardashian
Kendall Jenner
Kandee Johnson
Shayla Mitchell
Zoe Sugg
Huda Kattan
Rin Rodriguez
Genelle Seldon
Naomi Giannopoulos
Penelope Gwen
Em Ford
Other 2%
6%
7%
8%
8%
8%
8%
9%
10%
10%
17%
20%
25%
51%

Total
Market Hispanics
African-
Americans Asians
N.H.
Whites Male Female
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
Gender
Male 49% 50% 47% 47% 49% 100% - 40% 44% 64%GHK 40%
Female 49% 48% 51% 52% 49% - 100% 55%J 55%J 36% 60%J
Other (Net) 1% 2% 2% 1% 1% - - 5%HJ 2% 1% -
Age
18 to 22 13% 16%D 15% 12% 11% 10% 14% 100% - - -
23 to 38 33% 41%D 36% 39%D 30% 30% 37%E - 100% - -
39 to 54 34% 31% 31% 33% 35% 44%F 25% - - 100% -
55 to 64 20% 12% 18% 16% 24%AC 16% 24%E - - - 100%
Median age 40 36 38 38 42 41 38 20 31 47 59
Ethnicity
White (Non-Hispanic) 62% - - - 100% 63% 61% 38% 55%G 73%GH 71%GH
Black, African-American 14% - 100% - - 13% 15% 25%HJK 15% 10% 13%
Hispanic/Latino 18% 100% - - - 17% 19% 30%JK 24%JK 13% 9%
Asian 6% - - 100% - 6% 6% 7% 6% 5% 7%
Regions
Northeast 18% 14% 17% 21%A 19% 18% 18% 18% 17% 20% 17%
Midwest 21% 9% 17%A 12% 26%ABC 21% 22% 15% 20% 24%G 22%
South 37% 37%C 58%ACD 23% 35%C 37% 37% 45%J 37% 35% 37%
West 24% 40%BD 9% 44%BD 20%B 24% 23% 22% 27% 22% 25%
Base (1,525) (501) (255) (254) (515) (738) (765) (264) (557) (435) (269)
Respondent Profile

Total
Market Hispanics
African-
Americans Asians
N.H.
Whites Male Female
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
Marital Status
Single (Net) 29% 34%D 43%AD 38%D 25% 28% 31% 67%HJK 33%JK 17% 21%
Married or living with partner (Net) 59% 57%B 37% 58%B 64%AB 62%F 56% 24% 57%G 74%GHK 57%G
Separated/divorced/widowed (Net) 11% 7% 18%ACD 4% 10%C 8% 12%E 4% 8% 8% 23%GHJ
Prefer not to answer (Net) 2% 3%C 2% 0% 1% 2% 2% 4%J 3%J 1% -
Education
High School Grad or Less (Net) 22% 31%CD 29%CD 12% 19%C 20% 24% 48%HJK 25%J 11% 19%J
Some College (Net) 29% 34%CD 36% 22% 27% 25% 32%E 37%HJ 25% 24% 37%HJ
College Grad or More (Net) 48% 34% 34% 66%ACD 53%AB 55%F 43% 14% 48%G 65%GHK 44%G
Employment Status
Employed (Net) 69% 66% 66% 63% 72%C 80%F 59% 51% 74%GK 84%GHK 48%
Household Income
Median $59.K $47.K $39.K $80.K $69.K $69.K $52.K $30.K $55.K $86.K $53.K
People in Household
Mean 3.07 3.57BCD 2.89 3.14 2.97 3.12 2.99 3.52JK 3.30K 3.11K 2.35
Children at home. 1 or more (Net) 46% 56%BCD 40% 39% 44% 51%F 40% 41%K 56%GK 57%GK 13%
Born outside the U.S 12% 40%BD 10%D 58%ABD 3% 11% 14% 14% 12% 12% 13%
Base (1,525) (501) (255) (254) (515) (738) (765) (264) (557) (435) (269)
Respondent Profile

Hispanics Male Female
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
(A) (E) (F) (G) (H) (J) (K)
Language at Home
Spanish Dominant (Net) 35% 33% 31% 29% 31% 35% 32%
Spanish and English equally 35% 37% 33% 45%JK 39%JK 22% 23%
English Dominant (Net) 30% 31% 35% 26% 30% 42%GH 45%G
Country of Origin
Mexico 63% 46% 44% 46% 48% 44% 32%
South America 19% 26% 18% 23% 21% 32% 18%
Centro America 11% 15% 12% 15% 15% 12% 8%
Puerto Rico 10% 13% 15% 12% 9% 18% 30%
Cuba 4% 7% 4% 2% 3% 9% 9%
Dominican Republic 4% 5% 5% 6% 8% 2% -
Other 6% 8% 10% 9% 9% 8% 15%
Acculturation Level
Less Acculturated 23% 18% 21% 15% 17% 27%GH 23%
Bicultural 51% 56% 50% 65%JK 61%JK 33% 41%
More Acculturated 26% 26% 29% 20% 23% 39%GH 36%
Base (501) (235) (258) (114) (221) (118) (48)*
Respondent Profile: Hispanics

28
Thank you for downloading the Cosmetics & Beauty report
brief. To discuss this data further with one of our
representatives, or to learn more about our research services,
please contact:
Greg DeLacy | 818-843-0220 x118 | greg@thinknow.com

ThinkNow Cosmetics and Beauty Report 2020

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