Spotlight on the LGBTQ Segment and Cosmetics

In honor of Pride Month, we wanted to get some insights about the LGBTQ consumer segment when it comes to cosmetics. As they take to the parades to celebrate their individuality, we want to understand what topics are impacting their behavior and what are key drivers for star ratings.

We found over 130 reviews from January 2020 – April 2023, from over 15 data sources, where consumers self-identified as being LGBTQ. That means they either mentioned one or more of the following terms in their review: LGBTQ, gay, lesbian, trans, queer, bisexual or Pride Month. Brands often can only see if the consumer is male or female, but by searching on the reviews based on the terms, we were able to get results for the nonbinary segment. Data sources include such sites as Walmart, Amazon, Sephora, Macys, Bloomingdale’s to name a few.

What this segment values

Based on the reviews, several aspects appeared to be important to the LGBTQ segment when it comes to beauty products:

• Inclusivity: Many reviews mentioned the importance of products that are inclusive and supportive of the LGBTQ community. This includes brands that donate to LGBTQ organizations or create products specifically for Pride Month. 

“On one hand, I like rainbows and enjoy Pride month, but on the other hand, this seems like Wet n Wild grabbing a piece of the $$ pie without more serious support like significant donations to LGBTQ+ causes.”

• Performance and Quality: The LGBTQ segment values products that perform well and meet their expectations. They appreciate products that have good color payoff, long-lasting formulas, and ease of application.
• Color Range: The availability of a diverse range of colors is important to the LGBTQ segment. They seek products that offer a wide selection of shades, allowing them to express their individuality and creativity.
• Transgender-specific Needs: Transgender individuals mentioned specific needs for products such as concealers to cover beard growth or lip stains that provide long-lasting wear. 
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“Trans woman here, and if you’re transgender also to note for you too:  The orange isn’t going to completely get rid of the dark marks of facial hair.  It will help, but it’s not going to be 100% if you have dark hair.  I still recommend it over nothing, but make sure to kinda set your expectations so you’re not disappointed”

• Cruelty-Free and Vegan Options: There is a preference for beauty products that are cruelty-free and vegan, indicating a concern for ethical and sustainable choices.  one consumer shared.

“let’s look at why this is still a good value for the money. Pro’s: Precision tip. Large quantity of product. Easy to use. No fragrance. Cruelty FreeTips: PREP! Make sure you are using a good eye and face primer. Otherwise this and any other makeup product will end up floating all over the place. As noted in other reviews I saw they stated it did not stay put. I have no problem as long as I use a good waxy type primer,”

Overall, the LGBTQ segment reviews highlight a range of experiences, from positive feedback on makeup products that offer natural looks, coverage, and long-lasting effects, to negative experiences with products causing unexpected side effects or not meeting expectations, with some reviewers emphasizing the importance of supporting LGBTQ+ causes through purchasing decisions.

Key Drivers for the LGBTQ Segment

Now that we touched on what the LGBTQ segment values, let’s have a look at what’s impacting star ratings. As you can see from the chart below, five star ratings are influenced by the following topics: vegan, hydration, smell, spreadability, and color. Vegan and color topics  stand out as they emerged earlier as topics that the LGBTQ segment values and here we see that they are impacting their star rating as well. We also see that drivers for one or two star ratings are packaging, ingredients, and formula change.

Conclusion

The insights from the reviews show a range of experiences and opinions regarding various beauty products. While some products received praise for their performance, color range, and inclusivity, others were criticized for their quality, color payoff, or skin compatibility. Support of LGBTQ causes and cruelty-free/vegan products are something this segment looks for and prefers and should be a consideration if you’d like to increase sales from this segment. As you can see with Revuze, you can easily tap into the minds of binary and nonbinary consumer segments alike.

Florence Broder

Florence Broder is a marketing professional with over 20 years of experience. She has worked in a range of global high-tech companies.