CONSUMER&

BRANDBrandKPIs

for

clean

beauty:

BaimsNatural

Makeup

in

BrazilConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Baims

NaturalMakeup’sperformance

inthe

clean

beautymarket.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202475%

of

Baims

Natural

Makeupusers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Baims

NaturalMakeup’s

brandingresonates

more?Baims

NaturalMakeup

ranksoutside

the

Top

10

inwith

Millennialsawareness

withintheclean

beautymarket?Baims

NaturalMakeup

generally

appealsto

women?Thepopularity

ratingof

Baims

NaturalMakeup

is26%more

than

men?Baims

NaturalMakeup

ranksoutside

the

Top

10

in?Among

BaimsNaturalMakeup

enthusiasts,48%

fallusageunderthe

high-income

category?Interms

of

loyalty,Baims

NaturalMakeup

is

outside?Consumers

want

theirclean

beautybrandstohavethe

Top

10

inBrazilreliability,

sustainability,

andauthenticity?Baims

NaturalMakeup

hasascore

of

21%

formediabuzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Baims

Natural

Makeup

at

75%Brand

profile:

snapshotBrand

performance

of

BaimsNatural

MakeupinBrazil75%26%26%21%20%AwarenessPopularityUsageLoyaltyBuzz5Notes:Clean

beauty

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,251,

all

respondents

(awareness),

n=321,

respondents

who

know

the

individual

brand

(popularity),

n=321,

respondents

whoknow

the

individual

brand(usage),

n=64,

respondents

who

have

used

the

individual

brand

(loyalty),

n=321,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Baims

Natural

Makeup’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations51%45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBaims

NaturalMakeup

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatBaimsNatural

Makeup

islikedby0%

of

Babyboomers

and

18%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is4%

and

24%,respectively.31%28%24%18%ForMillennials

andGen

Z,

51%

and

31%

feel

positivelytowards

Baims

NaturalMakeup,versus

45%

and28%.Socurrently,

forBaimsNaturalMakeup,

Millennialsconnect

most

with

theirbrand

compared

tothe

overallindustryuser.4%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoclean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=84,

Baims

Natural

Makeup

enthusiast,

n=823,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Baims

Natural

Makeup

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Baims

NaturalMakeupshows

thatwomen

aremore

likely

tohaveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Baims

Natural

Makeup

hasasimilar

proportion

of

LGBTQIA+52%48%63%63%

ofwomen

likeBaims

NaturalMakeup

compared

to

37%

of

men,whereas

forthe

overall

industry,52%

ofwomen

useclean

beauty

compared

to48%

ofmen.90%90%consumers

when

compared

totheindustryusers

ingeneral.8%

of

Baims

NaturalMakeupenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

8%

among

industryusersoverall.37%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

clean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=84,

Baims

NaturalMakeup

enthusiast,

n=823,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Baims

Natural

Makeup

enthusiasts,

48%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.6%6%Single38%13%14%CoupleSingleparentNuclear48%48%

ofBaims

NaturalMakeupenthusiastsare

from

high-incomehouseholds.Baims

NaturalMakeup’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,54%

ofBaims

NaturalMakeupenthusiastshavethiscurrent

livingsituation.11%8%54%33%29%42%27%Multi-generational7%10%10%18%ExtendedOther25%0%2%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

clean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=84,

Baims

Natural

Makeup

enthusiast,

n=823,clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

clean

beauty

brands

to

have

reliability,

sustainability,

andauthenticityBrand

profile:

qualitiesQualitiesuserswant

from

clean

beautybrandsForclean

beauty,the

top

three

qualitiesusers

wantfrom

abrandarereliability,sustainability,and

authenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessBaims

NaturalMakeup

users

alsoappreciate

these

key

attributes,indicating

Baims

NaturalMakeup

exudesthese

qualities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatBaims

NaturalMakeupenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityBaims

NaturalMakeup

shouldwork

onpromoting

sustainabilityto

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

clean

beauty,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

clean

beauty,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

toclean

beauty,

whichofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=64,

Baims

Natural

Makeup

users’,n=84,

BaimsNatural

Makeup

enthusiast,

n=823,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Baims

Natural

Makeup

fans,

62%

state

that

they

get

excited

about

cleanbeauty

productsBrand

profile:

attitudesWhat

doconsumersthink

ofclean

beautyingeneral?67%64%62%62%53%52%51%49%39%33%32%29%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutcleanbeautyproductsIliketotalkabouttopicsrelating

toclean

beautyBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

clean

beauty

do

youagree

with?”;

Multi

Pick;

“When

it

comes

toclean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=84,

Baims

Natural

Makeup

enthusiast,

n=823,clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1175%

of

Baims

Natural

Makeupusers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

clean

beauty,the

average

awarenessof

abrand

inBrazil

is34%.

Awareness

ofBaimsNaturalMakeup,

however,

isat26%.Awareness26%

ofBrazilian

clean

beautyusers

saytheylikeBaimsNaturalMakeup,

compared

toanindustryaveragebrandpopularityof

39%.20%

ofindustryusers

inBrazil

saythey

useBaimsNaturalMakeup,

withtheaverage

usageof

abrandat30%.BuzzPopularity75%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

81%.Baims

NaturalMakeup

hasbeen

noticed

lessinthemedia

compared

tootherbrands,with

a“Buzz”scoreof

21%

compared

to27%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Clean

beauty

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,251,

all

respondents

(awareness),

n=321,

respondents

who

know

the

individual

brand

(popularity),

n=321,

respondents

whoknow

the

individual

brand(usage),

n=64,

respondents

who

have

used

the

individual

brand

(loyalty),

n=321,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Baims

Natural

Makeup

ranks

outside

the

Top

10

in

awareness

within

the

cleanbeauty

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBaims

Natural

MakeupRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Bioart

Biocosmetics44%44%41%41%40%39%35%34%33%32%2Cativa

NaturezaBiossance26%34Care

Natural

BeautyAmoKarité5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6SimpleOrganicUnna

Brazil774%8Terral

NaturalB.O.B

Bars

over

BottlesALVAOutofallrespondents,

26%

were

aware

of

BaimsNaturalMakeup.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,251,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Baims

Natural

Makeup

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBaims

Natural

MakeupRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Cativa

Natureza56%56%52%51%47%44%41%39%38%38%2AmoKarité26%3Care

Natural

BeautySimpleOrganicBiossance4Outofconsumers

who

knew

thebrand,

26%

saidtheyliked

Baims

NaturalMakeup.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.56Unna

Brazil7Bioart

BiocosmeticsB.O.B

Bars

over

BottlesTerral

NaturalALVA74%89PopularityN/A1014

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=321,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Baims

Natural

Makeup

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBaims

Natural

MakeupRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

cleanbeauty,which

of

thefollowing

brandshaveyou

usedinthe

past12

months?”.1AmoKarité20%2Care

Natural

BeautyCativa

NaturezaUnna

Brazil43%341%Outofconsumers

who

knew

thebrand,

20%

saidtheyused

Baims

Natural

Makeup.

Thisranksthem

outsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.436%5SimpleOrganicBiossance36%635%7B.O.B

Bars

over

BottlesALVA33%830%80%9Bioart

BiocosmeticsTerral

Natural28%UsageN/A1027%15

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=321,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Baims

Natural

Makeup

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBaims

Natural

Makeup’sconsumersRank#

BrandLoyalty

%89%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Cativa

Natureza2Unna

BrazilSimpleOrganicAmoKarité89%25%389%486%5Bioart

BiocosmeticsCare

Natural

BeautyALVA85%683%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

clean

beauty,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.783%75%8Face

It80%9Biossance80%Outofrespondents

whohaveused

Baims

NaturalMakeup,75%

saidthey

would

usethebrandagain.LoyaltyN/A10Tukano79%16

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

are

you

likely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=64,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Baims

Natural

Makeup

has

a

score

of

21%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBaims

Natural

MakeupRank#

BrandBuzz%37%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AmoKarité21%2Cativa

NaturezaCare

Natural

BeautyBiossance37%336%Outofconsumers

who

knew

thebrand,

21%

saidtheyhadheardaboutBaims

NaturalMakeup

inthemedia.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.434%5B.O.B

Bars

over

BottlesSimpleOrganicBioart

BiocosmeticsALVA34%633%729%829%79%9Unna

Brazil29%BuzzN/A10Terral

Natural23%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=321,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage