美國(guó)著名化妝品品牌Kylie Cosmetics市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMER&

BRANDBrand

KPIs

for

cosmetics

&make-up:

Kylie

Cosmetics

in

theU.S.Consumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromtheStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandDuration:

approx.

15

minutesbenchmark

abrandsperformance

againsttheindustry

Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeoverall

and

theircompetitors.Ourdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

2,489Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

KylieCosmetics’

performanceinthecosmetics

&make-up

market.Fieldwork:June2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Kylie

Cosmetics

has

grown

in

the

market

by

being

noisy

and

appealing

toyounger

generationsIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??

KylieCosmetics

isabrandforthe

youngergeneration,

withMillennials

themost

likely

tofeel

anaffinity

tothe

current

branding

strategy?

KylieCosmetics

performs

bestcompared

totheindustryaverage

inone

key

performance

indicator:“Buzz”?

There

is

afairlyeven

splitofmale

andfemale?

KylieCosmetics

isinthe

Top

10

performing

brandscustomers

who

likeKylieCosmeticsfor:?

KylieCosmetics

hasahigherproportion

ofLGBTQIA+

consumers

when

compared

totheindustryaverage?

Awareness?

Buzz?

KylieCosmetics

hasdisruptedthemarket

with

noiseandappealingto

younger

generations,

with

arelatively

strong

LGBTQIA+following?

KylieCosmetics

tendstoattractconsumers

fromhigh-income

brackets?

It’sgenerally

people

innuclearhouseholds

thatlike?

However,

they

need

tofocuson

abroader

strategywith

popularity,usage,andloyalty

being

majorissues.

Addressthisand

thebrand

will

continuetogrowKylieCosmetics3CHAPTER

01Brand

profileInthissection

thebrandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4More

than

half

of

cosmetics

&

make-up

users

in

the

U.S.

are

familiar

with

KylieCosmeticsBrand

profile:

snapshotKylieCosmetics’

brandperformance

withintheindustryofAmerican

online

consumers65%61%22%18%17%16%15%14%12%9%AwarenessPopularityUsageLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onCosmetics

&make-up

awareness,popularity,

usage,

loyalty

and

buzz

by

brand;

Multi

Pick;Base:n=868,

respondents

who

have

used

cosmetics

&make-upConsumer

Insights

Global,

asofSeptember

2023Sources:Kylie

Cosmetics

is

popular

among

Millennials

in

the

cosmetics

&

make-upmarketBrand

Profile:

consumer

demographics

(1/3)KylieCosmetics

resonates

well

with

theyoungergenerations,

inparticular,Millennials.

56%

of

Millennialconsumers

who

usecosmetics

&make-up

are

fansofKylieCosmetics

compared

to42%

ofMillennials

whoknow

anybrandsinthecosmetics

&make-up

market.Generation

of

consumerswho

likeKylieCosmetics56%42%Gen

Xers

havealower

affinity

forKylie

Cosmetics,

withonly

13%

expressing

alikingfor

thebrand,which

isbelow

theindustryaverage.

Babyboomers,

on

theother

hand,

haveshown

no

inclination

to

befansofKylieCosmetics.31%26%21%13%10%0%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocosmetics

&make-up,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=135,

Kylie

Cosmetics

enthusiast,

n=941,

cosmetics

&make-up

usersConsumer

Insights

Global,

asofSeptember

2023Sources:There

is

a

fairly

even

split

of

male

and

female

customers

who

like

KylieCosmeticsBrand

Profile:

consumer

demographics

(2/3)GenderofKylieCosmetics

fansTheGender

splitbetween

brandenthusiastsof

KylieCosmetics

showsmen

andwomen

havearelativelybalanced

affinity

with

the

brand,compared

to

theIndustry

average.LGBTQIA+status

ofKylieCosmeticsfansKylieCosmetics

hasahigherproportionof

LGBTQIA+consumers

whencompared

to

theindustryaverage

forcosmetics

&make-up

users.16%14%43%49%51%16%

ofKylie

Cosmetics

users

considerthemselves

to

bepartof

theLGBTQIA+community

compared

tothe

14%overall

average.

ItappearsthatKylieCosmetics

hasbeen

effective

inattractingadiverse

range

ofaudiencesandisactively

exploring

opportunitiestoreach

demographics

thatmay

nothavebeen

targeted

byother

brands.51%

ofwomen

likeKylieCosmeticscompared

to

49%

of

men,whereas

theindustryaverage

forcosmetics

&make-upusers

shows

57%

of

women

usecosmetics

&make-up

compared

to43%of

men.84%2%84%57%1%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

cosmetics

&make-up,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=135,

KylieCosmetics

enthusiast,

n=941,

cosmetics

&make-up

usersConsumer

Insights

Global,

asofSeptember

2023Sources:It’s

generally

people

in

nuclear

households

that

like

Kylie

CosmeticsBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aKylieCosmeticsuser

variesfrom

thatof

the

averagecosmetics

&make-up

users.

Specifically,42%

ofKylie

Cosmetics

users

belong

tothehigh-income

group

compared

to

38%of

theaverage

cosmetics

&make-upusers.Therefore,

KylieCosmetics

isabrandthattendsto

attractconsumers

fromhigher-income

groups.Householdtype13%

ofKylie

Cosmetics

users

arefromsinglehouseholds.

Couples

arelesslikely

to

useKylieCosmetics

than

otherbrandsandforthenuclearfamily,itisthehighest.13%16%Single38%30%42%11%16%Therefore,

with

thenuclear

householdmarket

wrapped

up

KylieCosmeticsmay

wanttoconsider

opportunities

andtarget

advertising

atsingleand

couplehouseholds.CoupleNuclear

familySingleparentOther43%28%30%32%11%12%32%22%24%Brand

enthusiastHighIndustryusersMediumLowBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

cosmetics

&make-up,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=135,

Kylie

Cosmetics

enthusiast,

n=941,cosmetics

&make-up

usersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

Kylie

Cosmetics

take

sustainability

more

seriously

thanconsumers

in

generalBrand

profile:

attitudesWhat

do

consumersthink

ofcosmetics

&make-upingeneral?50%

ofconsumers

wholike

KylieCosmetics

say

theyare

well

informed

when

itcomes

to

cosmetics

&make-upand34%

of

these

consumers

saythattheycan’timaginetheir

lifewithout

cosmetics

&make-up.

Thiscomparestoamarket

average

of

26%

and24%,

respectively.How

doespriceeffect

theirdecisions?33%

ofconsumers

wholike

KylieCosmetics

say

alow

priceis

more

importantthanhigh

qualitywhen

itcomes

tocosmetics

&make-up,

compared

tothemarket

average

of24%.Do

consumerstrusttheircosmetics

&make-up?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tocosmetics

&make-up

is

importantto41%

ofconsumers

who

likeKylieCosmetics,

compared

tothe

market

average

of39%.Do

cosmetics

&make-up

productsneed

toinnovate

tostay

relevant?45%

ofconsumers

wholike

KylieCosmetics

say

cosmetics

&make-up

products

excite

themwith

53%

confirmingthey

liketo

try

outnew

andinnovativecosmetics

&make-up

products.

Thiscompares

toamarket

average

of31%

and

34%,

respectively.How

important

issustainability

toconsumers?According

to44%

ofconsumers

who

likeKylieCosmetics,

sustainabilityisimportant

when

itcomes

tocosmetics&make-up,

compared

tothemarket

average

of

29%.9Notes:“Which

ofthese

statements

about

cosmetics

&make-up

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tocosmetics

&make-up,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=135,

Kylie

Cosmeticsenthusiast,

n=941,

cosmetics

&make-up

usersConsumer

Insights

Global,

asofSeptember

2023Sources:CHAPTER

02Brand

KPIs

&

benchmarkingInthischapteryoucansee

how

abrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10There

is

a

buzz

about

Kylie

Cosmetics,

compared

to

other

brands

in

the

industryBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthecosmetics

&make-up

marketWhen

itcomes

to

cosmetics,

the

average

awarenessforabrandinthe

U.S.

is

55%.

Awareness

of

KylieCosmetics,

however,

islower

at

49%.Awareness80%With,22%

of

American

cosmetics

&make-up

userssayingthey

likeKylieCosmetics,

KylieCosmetics

findsitself

below

the

average,

30%,

forpopularity.Only16%

of

cosmetics

andmake-up

users

inthe

U.S.saythey

useKylieCosmetics,

with

the

average

usageof

abrandat22%BuzzPopularity74%

ofKylie

Cosmetics

users

saythey

would

usethebrandagaincompared

toan

average

loyalty

score

of78%KylieCosmetics

ismore

likely

tobeseen

inthe

mediathan

other

brands,with

a“Buzz”score

of

25%compared

to

anaverage

of

23%.LoyaltyUsageIndustryaverageBrand11

Notes:Sources:Cosmetics

&make-up

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),n=608,

respondents

who

know

the

individual

brand

(popularity),

n=608,

respondentswho

know

the

individual

brand

(usage),

n=100,

respondents

who

have

used

the

individual

brand

(loyalty),

n=608,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Kylie

Cosmetics

is

the

tenth

most

recognized

brand

in

the

cosmetics

&

make-upmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKylie

CosmeticsRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.1L'Oréal85%80%79%78%74%71%61%58%56%49%2COVERGIRLRevlon3Outofrespondents

whousecosmetics

&make-up49%

were

aware

of

KylieCosmetics.

Thisranks10thposition

compared

to

other

brandssurveyed

inthismarket.4Avon49%5Maybelline

New

YorkEstée

Laudere.l.f.51%Thebrand

leading

thisKPI

is

L'Oréal

who

scored

anawareness

ratingof85%.678M.A.C.9bareMineralsKylie

CosmeticsAwareNot

aware10Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:Consumer

Insights

Global,

asofSeptember

2023Kylie

Cosmetics

falls

out

of

the

top

ten

for

most

popular

brand

in

the

cosmetics&

make-up

marketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKylieCosmeticsRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

cosmetics

&make-up,which

of

thefollowing

brandsdoyou

like?”.1COVERGIRL40%37%35%34%33%33%33%32%31%29%22%2e.l.f.Outofconsumers

who

knew

thebrand

22%

saidtheyliked

KylieCosmetics.

Thisranksoutside

thetop10positions

compared

tootherbrandssurveyed

inthismarket.3L'Oréal4Fenty

BeautyColourPop

Cosmeticsbenefit5COVERGIRL

whoscored

apopularityratingof

40%

istheleading

brandinthisKPI.

e.l.f.

seals

the2nd

spotscoring

37%.

KylieCosmetics

stillhasawhile

to

goifthey

wanttochallenge

the

established

brandsintermsof

popularity.67Maybelline

New

YorkAvon878%9bareMineralsM.A.C.LikeDonotlike10Notes:“When

it

comesto

cosmetics

&make-up,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=608,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Kylie

Cosmetics

did

not

make

it

into

the

top

10

for

most

used

brand

in

thecosmetics

&

make-up

marketBrand

KPIs

&benchmarking:

usageSummaryUsage

ofKylieCosmeticsRank#

BrandUsage

%32%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsothen

beingused,we

asked

each

respondent:

“When

itcomes

tocosmetics

&make-up,

which

ofthefollowing

brandshaveyou

consumed

inthepast12

months?”.1COVERGIRL16%2e.l.f.30%3benefit29%Outofconsumers

who

knew

thebrand

16%

saidtheyused

KylieCosmetics.

This

ranksoutsidethetop10position

compared

to

other

brandssurveyed

inthismarket.4L'Oréal26%5ColourPop

CosmeticsbareMineralsMaybelline

New

YorkAvon25%625%COVERGIRL

ranks1st

with

ausageratingof32%followed

bye.l.f.

who

scored

30%.

KylieCosmetics

isfarbehindthewell-known

brandsinterms

of

usage.723%823%84%9Fenty

BeautyM.A.C.22%UseDonotuse1021%Notes:“When

it

comesto

cosmetics

&make-up,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=608,

respondents

who

know

the

individual

brand

(usage)Consumer

Insights

Global,

asofSeptember

2023Sources:Kylie

Cosmetics

ranks

outside

the

top

10

for

most

loyal

consumers

in

thecosmetics

and

makeup

marketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKylieCosmetics’

consumersRank#

BrandLoyalty

%88%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

cosmetics&make-up,

which

of

thefollowing

brandsareyoulikely

to

useagaininthefuture?”.1Urban

Decay2Revlon87%26%3Avon85%4L'Oréal84%Outofconsumers

who

used

KylieCosmetics,

74%

saidthey

would

usethebrand

again.Thisranksoutsidethetop10

positions

compared

toother

brandssurveyedinthismarket.5Maybelline

New

YorkMorphe83%681%7NYX80%Thebrand

leading

thisKPI

is

UrbanDecay

who

scoredaloyalty

score

of88%.

Followed

by,Revlon

whoscored87%.

KylieCosmetics

stillhasampleroom

forgrowthandthe

potential

to

attainahigherloyalty

score,

inorder

to

compete

with

theindustry'stopproviders.74%8bareMineralsCOVERGIRLFenty

Beauty79%979%LoyalNot

return1078%Notes:“When

it

comesto

cosmetics

&make-up,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=100,

respondents

who

have

used

the

individual

brand(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Kylie

Cosmetics

was

the

ninth

most

heard

about

brand

in

the

media

within

thecosmetics

&

make-up

marketBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofKylieCosmeticsRank#

BrandBuzz%37%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1COVERGIRL2L'Oréal32%25%3benefit28%Outofconsumers

who

knew

thebrand

25%

saidtheyhadheardaboutKylie

Cosmetics

inthemedia.

Thisranks9th

position

compared

toother

brandssurveyedinthismarket.4bareMineralsFenty

BeautyAvon28%526%626%COVERGIRL

whohadabuzzscore

of37%

isleadingthisKPI.Followed

by,L'Oréal

who

scored

32%.

KylieCosmetics,

at9th

place,ismaking

asplashinterms

ofmedia,however,

there

isstillagapcompared

to

theleaders.7Maybelline

New

YorkColourPop

CosmeticsKylie

CosmeticsEstée

Lauder26%75%826%925%BuzzNobuzz1024%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=608,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets