Beauty is of great importance to Hispanic women, according to a panel of beauty experts and focus group research gathered by Siempre Mujer, a Hispanic women’s magazine. There are 23.6 million Hispanic women in the U.S., with a combined spending power of $479 billion. And they are willing to invest in beauty — including not only makeup, but also skincare, haircare, and fragrance.
Ruth Gaviria, VP of Hispanic Ventures for Siempre Mujer publisher Meredith, notes that some Hispanic women are “obsessed with beauty.” Focus group members confirm that they began using makeup at an earlier age than the general population, and it is a lifelong practice. Hispanic women continue to focus on their appearance well after they marry and get older. One focus group member resolutely stated that she will wear lipstick until she dies.
Hispanic women shop the full range of beauty product price points, from CoverGirl to Christian Dior. While they may aim to save on some general purpose products, such as bath soap, they open their wallets for products that serve specific needs, such as reducing hyper pigmentation or controlling frizzy hair. Those products are an investment and worth sacrificing for.
Macy’s director of multicultural marketing, Kristyn Page, notes that Hispanic women spend nearly three times the amount general market women do on both skin and body care products each month (see chart). [Health/Beauty Aids]
Sources: Meredith Publishing, Ruth Gaviria, VP Hispanic Ventures, 375 Lexington Ave., New York, NY 10017; 212-499-1809; ruth.gaviria@meredith.com; www.meredith.com
Macy’s, Kristyn Page, Director Multicultural Marketing, 151 W. 34th St., 17th Fl., New York, NY 10001; 646-429-5200; kristyn.page@macys.com; www.macys.com.
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