Latinas are dedicated to beauty and personal care, and companies who ignore them are missing out on a $50-million dollar industry, according to Leylha Ahuile, senior multicultural analyst, Mintel International Group Ltd. in her SupplySide West presentation, “Latinas Want Tailored Personal Care Products." By 2050, Latinas will be 25 percent of the U.S. female populations, and they tend to spend more on personal-care products than their non-Hispanic counterparts. Still, Ahuile noted, few personal care companies are marketing directly to the Latina consumer.
This growing population is mostly college educated, young and unmarried, so they have more money and are more likely to have higher paying jobs.
They use social networking like no generation before them, so this is a good marketing avenue. They are having twice as many children as the general population, so Ahuile said baby products sell well in this segment. They are also higher risk takers, so they are more willing to try new products and ingredients. Latinas are advancing in society, yet they are still torn between two worlds—one where they are a progressive, forward-thinking women, and one where they bound by old world cultural stereotypes.
They report beauty means power and upward mobility, helping them transition from the past into the future. Make-up is a big hit with Latinas and they are more focused on eye make-up than the general population. They are also interested in hair dye, as they are more than twice as likely to change their hair color. READ MORE
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