5 Things You’ll See in the Mirror: A Report on the Cosmetics Audience

We recently released our latest in a series of Audience Reports, and this one explores the Cosmetics Audience. We compiled a list of 27 twitter profiles, and looked at their followers to examine the audience at large. From brands like L’Oreal and Maybelline, retailers like MAC Cosmetics and Sephora, and some of the top influencers like James Charles and Nikkie de Jager. The combined following for all the handles totalled 14.3 million unique profiles that we felt accurately represents the cosmetics audience.

The cosmetics audience is made up of tastemakers and change shapers - with an interesting breakdown: nearly 17% male, 11.5k verified profiles, 85% english speaking and predominantly American with more than 55% profiles based in the US. It is an audience that is often forcing issues to the forefront, causing brands to react, follow suit and become educated to current affairs.

The audience cares deeply about diversity, race issues and equal representation – going beyond just a push for more skin tones within palettes of blush or concealer. The audience demands for equal representation at executive levels and within advertising - even the creation of new brands.

Another key issue to the cosmetics audience is the environment. This concern amongst the many has customers considering exactly where their cosmetics are being made, with what ingredients, the processing they receive – and the long lasting effects they may have on the planet. Major brands and retailers are taking note, with ingredient transparency a key to selling new products.

Much like every other industry, nostalgia has hit the cosmetics audience in a big way. Between colour palettes and 90’s references, it is impossible to ignore the aesthetic that is big with this audience.

The days of ‘for her’ and ‘for him’ are fast becoming a thing of the past on cosmetics packaging - as the audience breakdown is becoming more and more diverse. Gender neutral products and ambiguous advertising are mimicking the audience they see at large, with gender and pronoun rights a very popular conversation within the audience.

Lastly, the crossover between the gamer audience and the cosmetics audience is substantial. It’s something we discovered earlier, when doing our Audience Report on Gamers. With gamers spending more time on camera with streaming, appearance defines individuality. Brands are entering the space at large, with inspired palettes and big budget spends on streams.

All of this, and more, can be found inside the Cosmetics Audience Report found here. Be sure to check out the other audience reports for fascinating insights and industry trends that can only be uncovered using Surf for Brands.