A study of 900 women by Siempre Mujer magazine, a Spanish-language publication that covers beauty, fashion and lifestyles for Latinas, found that Latinas prefer details in beauty products, follow a multipronged beauty regimen and tend to outspend women in the general population when it comes to beauty, with more than 52% spending $25 or more per visit. In other words, Latinas represent a significant opportunity for retailers and beauty manufacturers.

Giving the growth of the Hispanic market and the rising buying power, it is important that retailers and manufacturers understand how to effectively connect with this beauty shopper.