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LATINO CONSUMERS AND THE BEAUTY INDUSTRY

The importance of communicating with Latinas in Spanish was emphasized, as well as some interesting statistics about Latino purchasing trends for cosmetics and beauty products in general.

For one thing, Latino purchases of beauty products are not restricted to women. Latino men spend $8 more per month than non-Hispanic men for hair styling products, moisturizer and fragrances; 64% of Hispanic men say they are “scent seekers” compared to 31 percent of the general population of men.


Of course, this doesn’t mean women have to be taken out of the equation. A Univision study on beauty showed, among other findings, that wearing makeup and looking good is essential to 69% of Hispanic women compared with 46% percent of the general population. Macy’s has realized this and has made the Latino market a priority. P&G has realized that Latina faces are popular across English and Spanish-speaking audiences. They are now using Eva Mendes as the face of U.S. Pantene, Sofia Vergara for Cover Girl and Jennifer Lopez for Gillete Venus. Latinas are focused on beauty, as seen on sites like Curves and Chaos and El Diario de la Moda; marketers are just now seeing this growing opportunity.