When it comes to makeup, Hispanic women represent a significant opportunity, and targeting this demographic could help bolster penetration rates of such products as BB creams, according to market research firm Mintel.
“BB cream can help to soothe and smooth the face, and as such, the product is a natural fit for the demographic. Furthermore, manufacturers and marketers of other types of face makeup should consider targeting Latinas with the message of a product’s superior ability to cover skin imperfections,” Mintel stated in its “Color Cosmetics” report published earlier this year.
Why? Well, Hispanics can be prone to such inflammatory conditions as acne and eczema, which can leave dark marks on the skin; and when surveyed, female Hispanic respondents indicated that they are more likely to use makeup to cover blemishes. The product qualities that are most important to Hispanic women: noncomedogenic, moisturizing ingredients and long-lasting formulation. These beauty mavens also are more likely than average to report being influenced by ecologically friendly, organic and mineral-based products, as well as those where the manufacturer gives a portion of the sales or profits to a charity or cause, Mintel stated.
When targeting Hispanic beauty shoppers, Mintel’s research suggested that — given the fact that the population of young Hispanics is expected to show particularly strong growth, with growth coming more from birthrates than immigration — Spanish-language ads will likely have less of an impact than such efforts as virtual mirrors, social media, beauty blogs, community forums and beauty box samples.
“For example, a Hispanic-focused beauty box could feature an assortment of products that are particularly appealing to this demographic, such as lip gloss, eyeliner and BB cream, as well as those that are ecologically friendly, organic and mineral-based,” the research stated.
The article above is part of the DSN Category Review Series. For the complete Ethnic Beauty Buy-In Report, including extensive charts, data and more analysis, click here.