Personal Care Consumer Research

Collage Group’s personal care consumer research delivers deep insights into how diverse consumers’ values, behaviors, and responsiveness to brands and ads impacts the personal care industry. Over 250 brands, representing more than 14 industries, leverage the Collage Group Cultural Intelligence Platform to understand and win consumers across race, ethnicity, generation, sexual identity and gender.


"The level of innate understanding of generations and races is unparalleled. The session was inspiring and educational. It was executed in a unique way providing the right level of information and discussion time."


Procter & Gamble

"The team was very knowledgeable and helped set up the process of sharing and brainstorming very efficiently!"


Procter & Gamble

Category Essentials

Consumers are evolving, and their use of personal care products is too.

Identify what changes diverse consumers are going through with this excerpt of our latest Category Essentials release specific to personal care. This report includes the latest insights on online shopping patterns of diverse consumers, use of sample products, and the effect of personal care on overall health.


CultureRate:Brand measures brand performance using our proprietary metric, the Brand Cultural Fluency Quotient (B-CFQ). Our deep oversample of diverse Americans offers brand leaders rich insights into how consumers experience their brand(s) across race and ethnicity, sexuality and gender. Use the CultureRate:Brand Explorer tool to discover how diverse consumer segments view brands in the personal care industry.


CultureRate:Ad measures ad performance using a proprietary metric, the Ad Cultural Fluency Quotient (A-CFQ). It leverages 10+ years of research and expertise in the survey design methods needed to understand diverse America. Built in partnership with 200+ brands across 10 sectors, CultureRate:Ad analyses reveal that culturally fluent advertising can and will resonate across broader audiences if done in an authentic, relatable way.

Explore Personal Care Consumer Research


African American Beauty Trends – A Webinar with Google

Have you ever wondered what African American women care about when it comes to beauty and how to speak effectively to this audience? We recently partnered with Google to co-host a webinar for leading brands and creative agencies to uncover what African American women are doing online to inform their beauty routines and purchases.

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