CONSUMER&

BRANDBrandKPIs

for

clean

beauty:

DisguiseCosmetics

in

IndiaConsumer

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

Disguise

Cosmetics’performance

inthe

clean

beautymarket.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202460%

of

Disguise

Cosmetics

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??DisguiseCosmetics’

brandingresonates

more

with?DisguiseCosmetics

ranksoutsidethe

Top

10

inMillennialsawareness

withintheclean

beautymarket?DisguiseCosmetics

generally

appealstomen

morethan

women?Thepopularity

ratingof

DisguiseCosmetics

is23%?DisguiseCosmetics

ranksoutsidethe

Top

10

inusage?Among

DisguiseCosmetics

enthusiasts,41%

fallunderthe

high-income

category?Interms

of

loyalty,Disguise

Cosmetics

is

outsidetheTop

10

inIndia?Consumers

want

theirclean

beautybrandstohavehonesty

/trustworthiness,

authenticity,andcoolness?DisguiseCosmetics

hasascore

of24%

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

forDisguise

Cosmetics

at

60%Brand

profile:

snapshotBrand

performance

of

Disguise

Cosmetics

inIndia60%38%24%23%22%AwarenessPopularityUsageLoyaltyBuzz5Notes:Clean

beauty

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=475,

respondents

who

know

the

individual

brand

(popularity),

n=475,

respondents

whoknow

the

individual

brand(usage),

n=103,

respondents

who

have

used

the

individual

brand

(loyalty),

n=475,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Disguise

Cosmetics’

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations64%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDisguise

Cosmetics

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatDisguise

Cosmetics

islikedby0%

of

Babyboomers

and

8%

of

Gen

Xers,whereas

thetotalshareof

industryusers

is

0%

and

12%,

respectively.45%43%28%ForMillennials

andGen

Z,

64%

and

28%

feel

positivelytowards

Disguise

Cosmetics,

versus43%

and45%.

Socurrently,

forDisguise

Cosmetics,

Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.12%8%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoclean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=111,

Disguise

Cosmetics

enthusiast,

n=1,203,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Disguise

Cosmetics

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Disguise

Cosmetics

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof14%80%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Disguise

Cosmetics

hasahigherproportion

ofLGBTQIA+20%41%59%48%52%52%

ofmen

likeDisguise

Cosmeticscompared

to

48%

of

women,

whereasfortheoverall

industry,59%

of

men

useclean

beautycompared

to

41%

ofwomen.76%consumers

when

compared

totheindustryusers

ingeneral.20%

ofDisguise

Cosmetics

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to14%among

industryusers

overall.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=111,

DisguiseCosmetics

enthusiast,

n=1,203,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Disguise

Cosmetics

enthusiasts,

41%

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.2%3%Single33%41%5%6%CoupleSingleparentNuclear41%

ofDisguise

Cosmetics

enthusiastsarefrom

high-income

households.Disguise

Cosmetics’

brandis

generallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,39%

ofDisguise

Cosmetics

enthusiastshavethiscurrent

livingsituation.5%3%36%31%25%20%33%Multi-generational39%29%24%ExtendedOther26%36%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=111,

Disguise

Cosmetics

enthusiast,

n=1,203,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

clean

beauty

brands

to

have

honesty

/

trustworthiness,authenticity,

and

coolnessBrand

profile:

qualitiesQualitiesuserswant

from

clean

beautybrandsForclean

beauty,the

top

three

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

authenticity,andcoolness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Disguise

Cosmetics

users

alsoappreciatethese

key

attributes,indicatingDisguiseCosmetics

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatDisguiseCosmeticsenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityDisguise

Cosmetics

should

work

onpromoting

authenticityto

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=103,

Disguise

Cosmetics

users’,n=111,

Disguise

Cosmetics

enthusiast,

n=1,203,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Disguise

Cosmetics

fans,

68%

state

that

they

get

excited

about

cleanbeauty

productsBrand

profile:

attitudesWhat

doconsumersthink

ofclean

beautyingeneral?68%66%65%64%64%46%45%45%44%41%41%28%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=111,

Disguise

Cosmetics

enthusiast,

n=1,203,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.1160%

of

Disguise

Cosmetics

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

clean

beauty,the

average

awarenessof

abrand

inIndiais63%.

Awareness

ofDisguiseCosmetics,

however,

isat38%.Awareness23%

ofIndianclean

beautyusers

saytheylikeDisguiseCosmetics,

compared

toanindustryaverage

brandpopularity

of42%.22%

ofindustryusers

inIndiasaythey

useDisguiseCosmetics,

withtheaverage

usageof

abrandat36%.BuzzPopularity60%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Disguise

Cosmetics

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

36%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Clean

beauty

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=475,

respondents

who

know

the

individual

brand

(popularity),

n=475,

respondents

whoknow

the

individual

brand(usage),

n=103,

respondents

who

have

used

the

individual

brand

(loyalty),

n=475,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Disguise

Cosmetics

ranks

outside

the

Top

10

in

awareness

within

the

cleanbeauty

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDisguiseCosmeticsRank#

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.1Himalaya

Wellness97%91%79%66%65%60%60%59%58%56%2MamaearthBiotique338%4TheBodyShopOrganic

HarvestKamaAyurvedaKhadiNaturalJovees5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.662%78Outofallrespondents,

38%

were

aware

of

DisguiseCosmetics.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.9Forest

EssentialsJust

HerbsAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Disguise

Cosmetics

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDisguiseCosmeticsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Himalaya

Wellness78%66%50%44%40%39%38%36%36%34%23%2MamaearthBiotique34KhadiNaturalKamaAyurvedaForest

EssentialsJust

HerbsOutofconsumers

who

knew

thebrand,

23%

saidtheyliked

Disguise

Cosmetics.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.56777%8TheBodyShopOrganic

HarvestJovees9PopularityN/A1014

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=475,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Disguise

Cosmetics

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofDisguiseCosmeticsRank#

BrandUsage

%74%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

cleanbeauty,which

of

thefollowing

brandshaveyou

usedinthe

past12

months?”.1Himalaya

Wellness22%2MamaearthBiotique62%344%Outofconsumers

who

knew

thebrand,

22%

saidtheyused

Disguise

Cosmetics.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.4KamaAyurvedaJust

Herbs34%533%6KhadiNaturalTheBodyShopForest

EssentialsJovees33%732%831%78%929%UsageN/A10Organic

Harvest26%15

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=475,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Disguise

Cosmetics

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDisguiseCosmetics’

consumersRank#

BrandLoyalty

%87%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.1Mamaearth2Himalaya

WellnessTheBodyShopBiotique87%382%40%479%5KhadiNaturalOrganic

HarvestKamaAyurvedaSoulTree76%674%60%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

clean

beauty,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.774%870%9Just

Herbs70%Outofrespondents

whohaveused

DisguiseCosmetics,

60%

saidtheywould

usethe

brandagain.10Forest

Essentials68%LoyaltyN/A16

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

are

you

likely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=103,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Disguise

Cosmetics

has

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDisguiseCosmeticsRank#

BrandBuzz%74%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Himalaya

Wellness24%2MamaearthBiotique67%346%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutDisguise

Cosmetics

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Just

Herbs33%5KhadiNaturalJovees32%632%7KamaAyurvedaForest

EssentialsOrganic

HarvestJuicy

Chemistry32%76%831%928%BuzzN/A1027%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=475,

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

consumerinsightstomak