BEAUTY CARE

Predominantly Spanish-speaking Hispanics tend to be brand-loyal, despite economic conditions

BY Antoinette Alexander

CHICAGO — While many consumers tend to choose less expensive products when times are tough, lower-income Hispanics that predominantly speak Spanish tend to buy brand-name personal care products at a higher rate than their English-dominant counterparts, according to recent research by Mintel.

"Spanish-dominant Hispanics are most likely to stick to their favorite brand of hand soap, body soap and shower gel, signifying that less acculturated Hispanics remain loyal to the same brand despite the economy," stated Leylha Ahuile, senior multicultural analyst at Mintel. "English-dominant Hispanics tend to have higher household incomes and apparently are less concerned with brand-name soaps and more focused on saving money."

Sixty-four percent of Hispanics surveyed who have an income of $25,000 to $49,999 said they still buy name-brand body soaps or shower gels. Meanwhile, 64% of Spanish-dominant Hispanics, compared with 58% of English-dominant Hispanics, said they continue to buy brand-name body soaps or shower gels despite the economic downturn.

Spanish-dominant consumers also are more likely to stick to their favorite name-brand lotions (51%, compared with 35% of English-dominant consumers), facial cleansers (27% versus 20% of English-dominant consumers) and toothpaste or mouthwash (69% versus 65% of English-dominant consumers), refusing to trade down to more affordable private-label personal care products.

"In spite of Hispanics’ lower-than-average household income level, they indexed higher than non-Hispanics in the consumption of personal care products in 2009," Ahuile added. "Over the last six years, Hispanics have consistently increased their spending on personal care products. And within personal care, Hispanics index higher than non-Hispanics in the subcategories of hair care products and bath products."

However, lower-income Hispanics still are interested in saving a few dollars with multifunctional products — 65% of those who earn $25,000 to $49,999 are interested in 2-in-1 shampoo/conditioner, and 83% would be more inclined to purchase toothpaste that can also serve as a mouthwash and whitener, according to Mintel.

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Got2b introduces Powder’ful volumizing styling powder

BY Antoinette Alexander

DUSSELDORF, Germany — Henkel’s Got2b hair care brand is bringing to the U.S. market its Powder’ful volumizing styling powder.

The Got2b Powder’ful volumizing styling powder is formulated with virtually weightless microparticles designed to help texturize the hair’s surface, giving hair root lift in 10 seconds. Shake the powder onto dry hair to give hair an immediate volume boost.

The product will be available in March at Walgreens, CVS, Rite Aid, Ulta and Meijer locations for $5.99.

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Henkel updates logo, slogan

BY Antoinette Alexander

DUESSELDORF, Germany, and ROCKY HILL, Conn. — Henkel, whose North American brands include Dial soaps and Right Guard antiperspirants, is introducing a new corporate design and slogan.

The new corporate design will be implemented starting in February, when it will be applied to such publications as the annual report, recruitment ads and employee newsletters, in addition to the Internet and Intranet, and to Henkel conferences, trade shows and exhibits.

The core element of the brand appearance is the Henkel logo — an oval in corporate red that initially appeared on a Henkel product in 1907, with the Henkel name integrated into the oval in 1920. Over time, the logo and the corporate design periodically have been revised and modernized, with the last time being in 2002.

The company also has a new slogan, "Henkel:­ Excellence is our Passion."

"Our new slogan summarizes what we stand for as a company and with everything we do," stated Kasper Rorsted, chairman of the Henkel management board. "Both our new slogan and our new visual identity will further strengthen the Henkel brand around the world."

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