CONSUMER&

BRANDBrandKPIs

for

clean

beauty:

RMSBeauty

in

the

United

KingdomConsumer

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

RMS

Beauty’s

performance

inthe

clean

beautymarket.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202464%

of

RMS

Beauty

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??RMS

Beauty’s

brandingresonates

more

withGen

Z?RMS

Beauty

ranksoutsidetheTop10

inawarenesswithin

the

clean

beautymarket?RMS

Beauty

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

RMS

Beauty

is

21%?RMS

Beauty

rankstenthinusage?Among

RMS

Beauty

enthusiasts,54%

fallunderthehigh-income

category?Interms

of

loyalty,RMS

Beauty

isoutside

the

Top

10?Consumers

want

theirclean

beautybrandstohaveinthe

United

Kingdomhonesty

/trustworthiness,

reliability,

and

authenticity?RMS

Beauty

hasascore

of

16%

formedia

buzz3Sources:

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

RMS

Beauty

at

64%Brand

profile:

snapshotBrand

performance

of

RMS

Beauty

intheUnitedKingdom64%21%21%21%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Clean

beauty

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=256,

respondents

who

know

the

individual

brand

(popularity),

n=256,

respondents

whoknow

the

individual

brand(usage),

n=53,

respondents

who

have

used

the

individual

brand

(loyalty),

n=256,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024RMS

Beauty’s

branding

resonatesmore

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeRMS

Beauty

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatRMS

Beauty

islikedby0%

of

Babyboomers

and

13%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is6%

and

29%,

respectively.36%29%29%ForMillennials

andGen

Z,

45%

and

42%

feel

positivelytowards

RMS

Beauty,versus

36%

and

29%.

So13%currently,

forRMS

Beauty,

Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.6%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoclean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=55,

RMS

Beauty

enthusiast,

n=859,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024RMS

Beauty

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

RMS

Beauty

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.7%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

RMS

Beauty

has

asimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.44%56%56%

ofmen

likeRMS

Beauty

comparedto44%

of

women,

whereas

fortheoverall

industry,54%

ofwomen

useclean

beautycompared

to

46%

of

men.54%87%88%7%

of

RMS

Beauty

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.46%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=55,

RMSBeautyenthusiast,

n=859,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

RMS

Beauty

enthusiasts,

54%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.13%17%Single39%13%19%CoupleSingleparentNuclear54%

ofRMS

Beauty

enthusiastsarefromhigh-income

households.RMS

Beauty’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

45%

of

RMS

Beautyenthusiastshavethiscurrent

livingsituation.54%11%13%45%35%26%31%Multi-generational0%2%30%13%14%ExtendedOther16%5%5%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=55,

RMS

Beauty

enthusiast,

n=859,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

clean

beauty

brands

to

have

honesty

/

trustworthiness,reliability,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

clean

beautybrandsForclean

beauty,the

top

three

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

reliability,

andauthenticity.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%RMS

Beauty

users

also

appreciatethesekey

attributes,indicating

RMS

Beautyexudes

thesequalities.SocialCoolnessresponsibilityThequalitiesthatRMS

Beautyenthusiastsare

least

focused

on

arethrill/excitement

andinnovation.ReliabilityExclusivityRMS

Beauty

shouldwork

onpromotingauthenticityto

convert

enthusiastsintoowners.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=53,

RMS

Beauty

users’,n=55,

RMSBeauty

enthusiast,

n=859,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

RMS

Beauty

fans,

42%

state

that

they

get

excited

about

clean

beautyproductsBrand

profile:

attitudesWhat

doconsumersthink

ofclean

beautyingeneral?53%49%47%44%42%36%32%27%26%25%24%20%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=55,

RMSBeauty

enthusiast,

n=859,

clean

beautyusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1164%

of

RMS

Beauty

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

clean

beauty,the

average

awarenessof

abrand

intheUnitedKingdomis30%.

Awarenessof

RMS

Beauty,however,

isat21%.Awareness21%

ofUK

clean

beautyusers

saytheylikeRMSBeauty,compared

to

anindustryaverage

brandpopularity

of28%.21%

ofindustryusers

intheUnitedKingdomsaytheyuseRMS

Beauty,with

the

average

usageof

abrandat22%.BuzzPopularity64%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

67%.RMS

Beauty

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of16%compared

to

19%.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=1,246,

all

respondents

(awareness),

n=256,

respondents

who

know

the

individual

brand

(popularity),

n=256,

respondents

whoknow

the

individual

brand(usage),

n=53,

respondents

who

have

used

the

individual

brand

(loyalty),

n=256,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024RMS

Beauty

ranks

outside

the

Top

10

in

awareness

within

the

clean

beautymarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofRMS

BeautyRank#

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.1TheBodyShop87%52%45%32%30%30%30%29%26%25%21%2Victoria

BeckhamBeautyBareMineralsWeleda345RenCleanSkincareCaudalieUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67HonestBeautythisworks8Outofallrespondents,

21%

were

aware

of

RMSBeauty.

ThisranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.79%9MilkMakeUpGlow

RecipeAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

RMS

Beauty

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofRMS

BeautyRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1TheBodyShop54%36%34%32%30%30%29%27%27%27%21%2BareMineralsGlow

RecipeDr.

HauschkaHonestBeautyEvolve

BeautyMilkMakeUpHerbivore

BotanicalsIlia34Outofconsumers

who

knew

thebrand,

21%

saidtheyliked

RMS

Beauty.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.567879%9PopularityN/A10Caudalie14

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=256,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024RMS

Beauty

ranks

tenth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofRMS

BeautyRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

cleanbeauty,which

of

thefollowing

brandshaveyou

usedinthe

past12

months?”.1TheBodyShop21%2BareMineralsEvolve

BeautyGlow

RecipeDr.

Hauschkabenecos29%328%Outofconsumers

who

knew

thebrand,

21%

saidtheyused

RMS

Beauty.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.428%528%624%7Caudalie23%8MilkMakeUpAwake

OrganicsRMS

Beauty21%79%921%UsageN/A1021%15

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=256,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

RMS

Beauty

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofRMS

Beauty’s

consumersRank#

BrandLoyalty

%85%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.1TheBodyShop2BareMineralsVictoria

BeckhamBeautyWeleda84%384%36%481%5thisworks80%6HonestBeautyGlow

RecipeRenCleanSkincareMilkMakeUpIlia75%64%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

clean

beauty,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.770%870%970%Outofrespondents

whohaveused

RMS

Beauty,64%saidthey

would

usethebrand

again.LoyaltyN/A1067%16

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

are

you

likely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=53,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024RMS

Beauty

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofRMS

BeautyRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Evolve

Beauty16%2TheBodyShopGlow

RecipeAwake

OrganicsMilkMakeUpbenecos27%326%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutRMS

Beauty

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.425%525%625%7HonestBeautyBiossance23%822%84%9Dr.

HauschkaCaudalie21%BuzzN/A1021%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=256,

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

consumerinsightstomakedata-drivendecisions

andunlocknewgrowt