The cosmetics market in the UK has a strong gender gap, according to a report from the British Cosmetic Society.
The cosmetics industry employs about 8 per cent of the workforce but just 1 per cent are women.
The study also revealed that women make up just 4 per cent to 6 per cent a significant proportion of cosmetic consumers and the majority of those are women buying from a male-dominated market.
As a result, a female cosmetics brand can have a significant impact on the brand’s success, said the BCS study.
“In the case of cosmetics brands, women make more purchases than men, and they buy more products and they’re more likely to shop at larger-scale retailers than men do,” said Caroline Evans, head of retail at the BFS.
“The beauty industry has a lot of female shoppers, so a lot more women are buying than men are buying from the same brands.”
“It can make a huge difference to the brand.”
In addition to the gender gap in the cosmetics market, women account for just 2 per cent or less of the retail population, according the BGS.
However, Evans said it is important for brands to diversify into new market segments and expand their sales and customer acquisition capabilities.
“A lot of these brands, whether it’s a beauty brand or cosmetics brand, have a lot to offer the women in their target demographic, and a lot can be done to get those women to spend more time with the brand,” she said.
Women are also more likely than men to buy from smaller retailers.
For instance, Evans says the majority women spend between £3 and £6 on beauty products compared to men who spend £30 on products.
In 2016, female cosmetics retailers accounted for an average of 1.9 per cent in the retail industry.
That is down from 2.1 per cent last year.
Female consumers have long enjoyed access to the widest range of beauty products available.
Evans said there was an opportunity for brands like Bobbi Brown to reach out to a more female audience and build on this.
“There’s been a huge growth in women’s beauty, and so it’s exciting for us to be able to target more women in that space,” she added.
“We think that this is a great opportunity for us, and we’re excited to be at the forefront of that.”