1. Presenting The Beauty Company’s 2012 Pink Report®:
Let’s Get Emotional:
Using “Emotional Science” to Segment the
US Beauty Consumer
Why this report is a real emotional breakthrough. Table of Contents
As an industry we have so much data available to us, but our knowledge of
individual behavior and its association to the beauty brands we buy and love is still The Emotional Beauty Spectrum
Beauty Importance Beauty Control
relatively slim. We set out to change this fact. Beauty Knowledge Beauty Anxiety
Beauty Attachment
TBC’s 2012 PinkReport: Let’s Get Emotional is a ground breaking study that uses Methodology
‘emotional-science’ to define the five beauty consumer archetypes: The Diva, The Beauty Segmentation Design and Scope
All-American, The Classic, The Minimalist, and The Bewildered. Research Execution
Data Analysis
Using advanced analytics to identify key characteristics that define each archetype, The Five US Beauty Consumer
this study peers beyond dry demographics and explores the conscious and Archetypes
Percent of US population
unconscious chemistry women have with beauty, and reveals how this emotional Emotional Spectrum rating
segmentation can advance your beauty brand. Individual behavior means Snapshot
collective segment power. Understand how to engage her and how her decision In her own words
Messages the matter
making process works, discover what role beauty plays in her life, steer clear of her Core archetype attributes
beauty blind spots and so much more.
Get to Know The Diva
What Makes Her Unique
How ‘emotional-science’ came to be. In a Word: How The Diva Sums Up Her Style
The Diva’s Beauty Slogan
Extensive research showed that no matter the beauty related topic, there are
What Makes Her Tick
several distinct spectrums within which beauty buyers tend to differ, and these Messages That Matter to The Diva
five spectrums are an intricate part of how women connect with beauty and how Get to Know The All-American
and why they form (or don’t form) attachments to their beauty brands. Simply put, What Makes Her Unique
where women fall within these spectrums dictates how they interact in the beauty In a Word: How The All-American Sums Up Her Style
The All-American’s Beauty Slogan
category overall. We call these the Emotional Beauty Spectrums. They include
What Makes Her Tick
the importance of beauty in her life, her assessment of her beauty smarts, her Messages That Matter to The All-American
emotional attachment to beauty, her faith in the efficacy of beauty products and
Get to Know The Classic
her response to the volume of beauty products. What Makes Her Unique
In a Word: How The Classic Sums Up Her Style
The Classic’s Beauty Slogan
To draw out these fascinating truths and get to the emotional heart of the
What Makes The Classic Tick
consumer, we designed our study around these Emotional Beauty Spectrums. Messages That Matter to The Classic
Post-fielding, we conducted factor analysis on the dataset in order to statistically
Get to Know The Minimalist
validate the unique significance of each spectrum among beauty consumers. Then, What Makes Her Unique
once statistically validated we performed cluster analysis to divide the US market The Minimalist’s Beauty Slogan
into distinctive and meaningful emotional profiles that drive and shape the US What Makes Her Tick
Messages That Matter to The Minimalist
beauty market today, which led us to identify the key beauty consumer profiles
(The Diva, The All-American, The Classic, The Minimalist, and The Bewildered). Get to Know The Bewildered
What Makes Her Unique
In a Word: How The Bewildered Sums Up Her Style
Publish Date: January 1, 2012 The Bewildered’s Beauty Slogan
What Makes Her Tick
Price: $1499 Messages That Matter to The Bewildered
Demographics
To order, please complete the form on the reverse. >

2. Presenting The Beauty Company’s 2012 Pink Report®:
Let’s Get Emotional:
Using “Emotional Science” to Segment the US Beauty Consumer
Order your 2012 Pink Report: Let’s Get Emotional: Using
“Emotional Science” to Segment the US Beauty Consumer
Add on the Data Set Addendum, the complete statistical analysis of
each archetype with hundreds of unique data points. Price: $299
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