Elle Morris09.17.15
The U.S population of Hispanics and Latinos is expected to grow to over 102 million by 2015, from over 55 million (as of July 2014). The U.S. Hispanic population includes Mexicans, Puerto Ricans, Salvadorans, Cubans, Dominicans, Guatemalans and Latino, or other origins.
The author, Elle Morris
People of Hispanic origin vary in the way they look, in terms of the color of their skin, hair color and texture, eyes and general build vs. the Hispanic stereotype. The range can be from very light, almost white/Caucasian skin to very dark skin; from very light eye color to dark; and all colors of hair and texture type (smooth, rough, fine); tall, short, thin to heavy.
Latinas, or women of Hispanic origin, are raised to place a high level of importance on their appearance and to be guardians of their culture. This focus on self is paramount as the Latina wants to express who she is in a way that shows she cares about herself and is not afraid to be confident. Latina beauty is about investing in self for the long-term through attention to hair, skin and body – in products, services and cosmetic procedures. The rituals surrounding beauty as well as the relationships Latinas have with their own “tribe” is critical to who they are. The Latina woman generally does not leave the house without full makeup and hair – it’s a sense of pride that she has, not a desire to impress others.
Further breaking down stereotypes, today’s Latinas are professional, they are educated, they are cultured and sophisticated – they are determined and empowered at work, but typically take on a traditional woman’s role at home, embracing care-giving family tasks like laundry and cleaning. They are multi-faceted, complex women who are comfortable in their own skin, resilient and optimistic – and beauty marketers must address them as the women that they are.
Latinas, generally shop 20% more often than other women and on average spend 37% more per shopping occasion than non-Hispanics, in a multi-channel environment. And in the beauty category, Latinas spend three times as much as non-Hispanic women. Deep-rooted cultural influences drive these purchases along with Latinas’ fanatical love of rich, indulgent color palettes, luxurious products and fragrance. They shop with their senses and enjoy the shopping experience whether in-store or online, trending significantly higher on shopping enjoyment over other consumers. They appreciate the design and quality of primary and secondary packaging. Latina women are also more inclined to be the first to try new products, to follow trends and to share with friends.
According to a 2013 Nielsen study, Latinas have a median age of 28, or Generation M (millennial, multicultural and mobile consumer), while their non-Hispanic counterparts’ average age is 37. Latina women are willing to spend big on beauty products and services that they truly believe in. Second and third generation English-speaking Latina women are the key decision makers in 86% of households and had $ 1.4 trillion in buying power in 2013, representing the tip of the iceberg in share of wallet for beauty brands.
Latinas are incredibly social with a strong sense of shared community – a legacy from their ancestors who gathered in “las plazas” of Spanish colonial towns across the West Indies and Central and South America centuries ago. Latinas thrive on communication and perhaps more importantly, validation from each other. Latinas have become a prominent force in social media communities – or today’s “las plazas”.
Latina women share images of themselves and their friends; the latest haircut, new eye makeup or amazingly effective skin care product and “kitchen logic” beauty recipes. They trust their social community and that is evident at shelf or online in the beauty purchases they make. 63% of Latina women consult social media before purchasing products or services and 44% of Latina women share or recommend brands/products with their social network.
Latinas are early-adopters when it comes to technology, usually the first to embrace new mobile capabilities for shopping. Successful beauty brands that want to win with Latinas will provide accessibility from a spectrum of mobile devices and allow tech-loving Latinas to express their identities across multiple touch points. Beauty brands will seek out Latinas as influencers and leverage peer-to-peer recommendations and the power of social credentialing. Latinas have a significant focus on the multigenerational family. Brands and retailers who speak to Latinas as if they are part of their family and truly understand what’s important to them will win their loyalty and trust.
Beauty brands that want to succeed with one of the most important audiences need to reconsider how they’re reaching and talking to Latinas. Latinas cannot be lumped in with the Hispanic group as a whole or the African American market. Beauty brands need to have an authentic, personal understanding of her skin tone variations, hair texture and color variations as well as skin type variations. Latina women are tired of “making due” with products not specifically for them – foundation that isn’t close to their skin tone or moisturizers that don’t address their specific skin issues.
Gone are the blanket identifiers and stereotypical beauty ideals that oversimplify Latina backgrounds, needs and lifestyles. The strong and empowered Latina woman is not who you thought she was—she is complex and constantly evolving. Brands that want to truly connect with the new Latina-driven market will embrace a more modern view – one that celebrates the many faces of today’s Latina.
Sources: U.S. Census Bureau, Pew Hispanic Center, Selig Center for Economic Development, Nielsen, The Latin Post, The Nativa, Forbes, Hispanic Market Networks
ABOUT THE AUTHOR
The author, Elle Morris
Latinas, or women of Hispanic origin, are raised to place a high level of importance on their appearance and to be guardians of their culture. This focus on self is paramount as the Latina wants to express who she is in a way that shows she cares about herself and is not afraid to be confident. Latina beauty is about investing in self for the long-term through attention to hair, skin and body – in products, services and cosmetic procedures. The rituals surrounding beauty as well as the relationships Latinas have with their own “tribe” is critical to who they are. The Latina woman generally does not leave the house without full makeup and hair – it’s a sense of pride that she has, not a desire to impress others.
Further breaking down stereotypes, today’s Latinas are professional, they are educated, they are cultured and sophisticated – they are determined and empowered at work, but typically take on a traditional woman’s role at home, embracing care-giving family tasks like laundry and cleaning. They are multi-faceted, complex women who are comfortable in their own skin, resilient and optimistic – and beauty marketers must address them as the women that they are.
Latinas, generally shop 20% more often than other women and on average spend 37% more per shopping occasion than non-Hispanics, in a multi-channel environment. And in the beauty category, Latinas spend three times as much as non-Hispanic women. Deep-rooted cultural influences drive these purchases along with Latinas’ fanatical love of rich, indulgent color palettes, luxurious products and fragrance. They shop with their senses and enjoy the shopping experience whether in-store or online, trending significantly higher on shopping enjoyment over other consumers. They appreciate the design and quality of primary and secondary packaging. Latina women are also more inclined to be the first to try new products, to follow trends and to share with friends.
According to a 2013 Nielsen study, Latinas have a median age of 28, or Generation M (millennial, multicultural and mobile consumer), while their non-Hispanic counterparts’ average age is 37. Latina women are willing to spend big on beauty products and services that they truly believe in. Second and third generation English-speaking Latina women are the key decision makers in 86% of households and had $ 1.4 trillion in buying power in 2013, representing the tip of the iceberg in share of wallet for beauty brands.
Latinas are incredibly social with a strong sense of shared community – a legacy from their ancestors who gathered in “las plazas” of Spanish colonial towns across the West Indies and Central and South America centuries ago. Latinas thrive on communication and perhaps more importantly, validation from each other. Latinas have become a prominent force in social media communities – or today’s “las plazas”.
Latina women share images of themselves and their friends; the latest haircut, new eye makeup or amazingly effective skin care product and “kitchen logic” beauty recipes. They trust their social community and that is evident at shelf or online in the beauty purchases they make. 63% of Latina women consult social media before purchasing products or services and 44% of Latina women share or recommend brands/products with their social network.
Latinas are early-adopters when it comes to technology, usually the first to embrace new mobile capabilities for shopping. Successful beauty brands that want to win with Latinas will provide accessibility from a spectrum of mobile devices and allow tech-loving Latinas to express their identities across multiple touch points. Beauty brands will seek out Latinas as influencers and leverage peer-to-peer recommendations and the power of social credentialing. Latinas have a significant focus on the multigenerational family. Brands and retailers who speak to Latinas as if they are part of their family and truly understand what’s important to them will win their loyalty and trust.
Gone are the blanket identifiers and stereotypical beauty ideals that oversimplify Latina backgrounds, needs and lifestyles. The strong and empowered Latina woman is not who you thought she was—she is complex and constantly evolving. Brands that want to truly connect with the new Latina-driven market will embrace a more modern view – one that celebrates the many faces of today’s Latina.
Sources: U.S. Census Bureau, Pew Hispanic Center, Selig Center for Economic Development, Nielsen, The Latin Post, The Nativa, Forbes, Hispanic Market Networks
