BEAUTY CARE

Ethnic beauty care to take a multicultural approach

BY Antoinette Alexander

NEW YORK —Despite the tough economic times, the ethnic health and beauty care industry has experienced steady growth as the lines blur between ethnic-specific and general market products, according to market research publisher Packaged Facts.

Retail sales of ethnic-specific health and beauty care products increased to $3 billion during the 2005-2009 period, according to Packaged Facts, a division of MarketResearch.com. While some marketers are intimately acquainted with the more specific aspects of the ethnic health and beauty care market—which is mainly comprised of hair care, makeup and skin care products for African-Americans and Hispanics—other marketers have decided to compete on a larger scale and reach beyond any one ethnic demographic niche.

Packaged Facts asserted that there now is less advantage for ethnic health and beauty care markets—particularly for smaller and mid-size players—to restrict themselves to niche positioning, and more advantage in the multicultural approach. “In 2010, there is a strong trend to position beauty products multiculturally—that is, not only to the three principal minorities consisting of Hispanics, African-Americans and Asians, but also to Arabs, Native Americans, South Asians and others,” stated Don Montuori, publisher of Packaged Facts. “A strength of using the term ‘multicultural’ is that products carrying the label can be marketed to everybody, including Caucasians.”

Packaged Facts noted that the ability to market multicultural products to Caucasians, in addition to consumers of other ethnic backgrounds, is important to marketers based in the United States who increasingly seek international involvements. The term “ethnic” does not have the same meaning in most other parts of the world, where billions of people have skin tones that befit the use of ethnic products popular in America, and where whites are the minority.

Even in the United States, the term is expected to become antiquated in the coming decades as the ethnic nation expands to become the majority sometime around 2042, Packaged Facts stated.

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Mac opens Times Square flagship

BY DSN STAFF

NEW YORK Mac Cosmetics has opened the doors of its flagship in Manhattan’s Times Square.

The 1,700-sq.-ft. store is located on Broadway between 46th and 47th Streets and shares the block with two high-profile projects still in development: Forever 21 and Disney Store.

With its glossy black finishes and streamlined edges, the new Mac store has a dramatic, high-tech look, with glossy black finishes, makeup counters surrounded by LED screens and touch-screen computers to assist shoppers.

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P&G announces new partnerships for Future Friendly initiative

BY Allison Cerra

CINCINNATI Procter & Gamble’s Future Friendly program will partner up with National Geographic and Earth Day Network to enhance the conservation education platform.

P&G said its Future Friendly program — designed to empower consumers in making simple household changes that help save water and energy and reduce waste — will be supported through the two partnerships: Future Friendly’s collaboration with the National Geographic Society will provide interactive conservation tools for consumers, while the Earth Day Network partnership will promote awareness-raising activities.

Conservation education material developed specifically for Future Friendly by National Geographic and will be available online at FutureFriendly.com, in addition to the program’s Facebook fan page, P&G said. Similarly, Future Friendly will act as a co-presenting sponsor of the Earth Day 2010 40th Anniversary event with Earth Day Network in Washington, which will reinforce the important role all persons play in promoting the health of our planet. In addition to education-focused activities surrounding the anniversary, Future Friendly also is the exclusive sponsor of the Earth Day Network’s “Billion Acts of Green” iPhone and Facebook applications, P&G said. The “Billion Acts of Green” global grassroots campaign seeks to inspire conservation through an interactive Web site and other social media tools that enable people to make a pledge to improve their environmental impact and promote other environmentally-beneficial habits to friends and family via social media channels.

“One of the central components of the Future Friendly program is to collaborate with external partners and outside experts to develop innovative ways to reach consumers with our conservation message,” said Kirk Perry, P&G VP, North America. “We see the promotion of in-home conservation habits as an important sustainability effort and the program reflects our approach to enabling the mainstream consumer to reduce her use of natural resources.”

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