{"id":24721,"date":"2023-06-04T08:16:22","date_gmt":"2023-06-04T08:16:22","guid":{"rendered":"https:\/\/www.revuze.it\/blog\/?p=24721"},"modified":"2023-06-05T06:24:22","modified_gmt":"2023-06-05T06:24:22","slug":"spotlight-on-the-lgbtq-segment-and-cosmetics","status":"publish","type":"post","link":"https:\/\/www.revuze.it\/blog\/spotlight-on-the-lgbtq-segment-and-cosmetics\/","title":{"rendered":"Spotlight on the LGBTQ Segment and Cosmetics"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We found over 130 reviews from January 2020 &#8211; April 2023, from over 15 data sources, where consumers <\/span><b><i>self-identified<\/i><\/b><span style=\"font-weight: 400;\"> 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. B<\/span><span style=\"font-weight: 400;\">rands 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. <\/span><span style=\"font-weight: 400;\">Data sources include such sites as Walmart, Amazon, Sephora, Macys, Bloomingdale\u2019s to name a few.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What this segment values<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Based on the reviews, several aspects appeared to be important to the LGBTQ segment when it comes to beauty products:<\/span><\/p>\n<ul>\n<li><b>Inclusivity:<\/b><span style=\"font-weight: 400;\"> 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.\u00a0<\/span><\/li>\n<\/ul>\n<table>\n<tbody>\n<tr>\n<td>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cOn 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.\u201d<\/span><\/p><\/blockquote>\n<\/td>\n<td>\n<p><figure id=\"attachment_24724\" aria-describedby=\"caption-attachment-24724\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-24724 size-medium\" src=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/WetandWildBrushKit-300x300.jpg\" alt=\"Wet n Wild PRIDE Makeup Brush Kit\u00a0\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/WetandWildBrushKit-300x300.jpg 300w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/WetandWildBrushKit-1024x1024.jpg 1024w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/WetandWildBrushKit-150x150.jpg 150w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/WetandWildBrushKit-768x768.jpg 768w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/WetandWildBrushKit.jpg 1500w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-24724\" class=\"wp-caption-text\"><a href=\"https:\/\/www.amazon.com\/gp\/customer-reviews\/R1TJBPPN3F18RW?ASIN=B09XDK5C8V\" target=\"_blank\" rel=\"noopener\">Wet n Wild PRIDE Makeup Brush Kit<\/a><\/figcaption><\/figure><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<ul>\n<li><b>Performance and Quality:<\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> 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.<\/span><\/span><\/span><\/li>\n<li><b>Color Range: <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">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.<\/span><\/span><\/span><\/li>\n<li><b>Transgender-specific Needs:<\/b><span style=\"font-weight: 400;\"> Transgender individuals mentioned specific needs for products such as concealers to cover beard growth or lip stains that provide long-lasting wear.\u00a0<\/span><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/span>\u200b<\/li>\n<\/ul>\n<table>\n<tbody>\n<tr>\n<td>\n<blockquote><p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Trans woman here, and if you&#8217;re transgender also to note for you too:\u00a0 The orange isn&#8217;t going to completely get rid of the dark marks of facial hair.\u00a0 It will help, but it&#8217;s not going to be 100% if you have dark hair.\u00a0 I still recommend it over nothing, but make sure to kinda set your expectations so you&#8217;re not disappointed\u201d<\/span><\/p><\/blockquote>\n<\/td>\n<td>\n<p><figure id=\"attachment_24725\" aria-describedby=\"caption-attachment-24725\" style=\"width: 300px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-24725 size-medium\" src=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/LAGirlConcealer-300x300.jpg\" alt=\"LA Girl Pro Concealer Orange 990 Yellow 991 Green 992 Corrector Neutralize 3 PCsDBT, Green\/Orange, 0.84 Ounce\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/LAGirlConcealer-300x300.jpg 300w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/LAGirlConcealer-150x150.jpg 150w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/LAGirlConcealer-768x768.jpg 768w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/LAGirlConcealer.jpg 1000w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-24725\" class=\"wp-caption-text\"><a href=\"https:\/\/www.amazon.com\/gp\/customer-reviews\/RYW8SNFTZ6C7T\/ref=cm_cr_arp_d_rvw_ttl?ie=UTF8&amp;ASIN=B01F9ZWGRK\" target=\"_blank\" rel=\"noopener\">LA Girl Pro Concealer Orange 990 Yellow 991 Green 992 Corrector Neutralize 3 PCsDBT, Green\/Orange, 0.84 Ounce<\/a><\/figcaption><\/figure><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<ul>\n<li><b>Cruelty-Free and Vegan Options:<\/b><span style=\"font-weight: 400;\"> There is a preference for beauty products that are cruelty-free and vegan, indicating a concern for ethical and sustainable choices. <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><a href=\"https:\/\/www.amazon.com\/gp\/customer-reviews\/R1BR317NXHOAGA\/ref=cm_cr_arp_d_rvw_ttl?ie=UTF8&amp;ASIN=B08T6X2QFC\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">one consumer shared<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<table>\n<tbody>\n<tr>\n<td>\n<blockquote><p><span style=\"font-weight: 400;\">\u201c<\/span><span style=\"font-weight: 400;\">let&#8217;s look at why this is still a good value for the money. Pro&#8217;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,\u201d<\/span><\/p><\/blockquote>\n<\/td>\n<td>\n<p><figure id=\"attachment_24726\" aria-describedby=\"caption-attachment-24726\" style=\"width: 240px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.amazon.com\/Wild-PRIDE-Makeup-Brush-1115380\/dp\/B09XDK5C8V\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-24726 size-medium\" src=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/Liner-240x300.jpg\" alt=\"We Are Fluide Universal Liner (Retrogayz) - Copper Colored Glitter Eyeliner \/ Long-Lasting Sparkle \/ Highly-Pigmented \/ Vegan, Cruelty-Free, Paraben-Free, Phthalate-Free \/ Quick Dry \/ No Smudge\" width=\"240\" height=\"300\" srcset=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/Liner-240x300.jpg 240w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/Liner-768x960.jpg 768w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/Liner.jpg 800w\" sizes=\"(max-width: 240px) 100vw, 240px\" \/><\/a><figcaption id=\"caption-attachment-24726\" class=\"wp-caption-text\"><a href=\"https:\/\/www.amazon.com\/gp\/customer-reviews\/R1BR317NXHOAGA\/ref=cm_cr_arp_d_rvw_ttl?ie=UTF8&amp;ASIN=B08T6X2QFC\" target=\"_blank\" rel=\"noopener\">We Are Fluide Universal Liner (Retrogayz) &#8211; Copper Colored Glitter Eyeliner <\/a><\/figcaption><\/figure><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Key Drivers for the LGBTQ Segment<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now that we touched on what the LGBTQ segment values, let\u2019s have a look at what\u2019s 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\u00a0 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.<\/span><\/p>\n<figure id=\"attachment_24727\" aria-describedby=\"caption-attachment-24727\" style=\"width: 888px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-24727 size-full\" src=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/DriversforLGBTQSegment.png\" alt=\"Key drivers for the LGBTQ Segment\" width=\"888\" height=\"466\" srcset=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/DriversforLGBTQSegment.png 888w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/DriversforLGBTQSegment-300x157.png 300w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/06\/DriversforLGBTQSegment-768x403.png 768w\" sizes=\"(max-width: 888px) 100vw, 888px\" \/><figcaption id=\"caption-attachment-24727\" class=\"wp-caption-text\"><a href=\"https:\/\/www.revuze.it\/products\/revuze-explorer\/\">Positive \/ Negative drivers for the LGBTQ Segment<\/a><\/figcaption><\/figure>\n<h2><span style=\"font-weight: 400;\">Conclusion<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">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\u2019d like to increase sales from this segment. As you can see with <a href=\"https:\/\/www.revuze.it\">Revuze<\/a>, you can easily tap into the minds of binary and nonbinary consumer segments alike.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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<\/p>\n","protected":false},"author":42,"featured_media":24723,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts\/24721"}],"collection":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/comments?post=24721"}],"version-history":[{"count":0,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts\/24721\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/media\/24723"}],"wp:attachment":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/media?parent=24721"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/categories?post=24721"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/tags?post=24721"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}