• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Staff
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    eBook
    Top Features
    Pacifica—Our Beauty Company of the Year—Is Still Pushing Boundaries After 25 Years

    Beauty Begins to Embrace Refillable Packaging

    Maximizing Renewable Resources to Create Cosmetic Packaging

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    Pacifica Introduces Glow Baby Skincare Line

    Kohl’s Names Tom Kingsbury as Chief Executive Officer

    Mielle Unveils Haircare Bundles Inspired by Amazon Original Series Harlem

    Kering Appoints Former L’Oréal and Estée Lauder Exec as CEO of Kering Beauté

    Paco Rabanne, Fashion & Perfume Designer, Dies
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Cosmogen’s Squeeze’N Roll Tube Chosen for Boots’ N˚7 Range

    K-Beauty Brand Launches Eco-Friendly Bio-Based Cushion Compact

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork

    Beauty Packaging ‘Sparks Joy,’ Rallies for a Cause—& More
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Pacifica Introduces Glow Baby Skincare Line

    Mielle Unveils Haircare Bundles Inspired by Amazon Original Series Harlem

    Kering Appoints Former L’Oréal and Estée Lauder Exec as CEO of Kering Beauté

    Paco Rabanne, Fashion & Perfume Designer, Dies

    Lush Supports Cancer Research with New Bath Bomb
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    K-Beauty Brand Launches Eco-Friendly Bio-Based Cushion Compact

    Knoll Debuts Patent-Pending 100% Knoll Ecoform Molded Pulp Compacts

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork

    Siloa Introduces New Line of Sustainable Wooden Caps
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Pacifica—Our Beauty Company of the Year—Is Still Pushing Boundaries After 25 Years

    Beauty Begins to Embrace Refillable Packaging

    Aveda Earns B Corp Certification—with a High Overall Impact Score

    K-Beauty Brand Launches Eco-Friendly Bio-Based Cushion Compact

    Mary Kay Releases Sustainability Report—& Goals for 2030
    Top 20 Companies
    Amway

    Johnson & Johnson

    Unilever

    LVMH

    AmorePacific
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.

    Big Sky Packaging

    TAESUNG

    Richmond Containers CTP Ltd

    Accupac
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    Luxe Pack LA and MakeUp in LosAngeles Open on February 16

    Get Set for Cosmoprof Worldwide Bologna 2023

    Cosmoprof North America Announces 2024 Miami Beach Edition

    Clean Beauty Event Travels to the U.S.

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
      • eBook
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Expert's Opinion

    Cultural Resonance with Beauty Consumers

    Beauty brands need to communicate with a diverse audience in a resonant way.

    Cultural Resonance with Beauty Consumers
    Cultural Resonance with Beauty Consumers
    Related Content
    • PDC Brands Named 'Supplier of the Year' by Walmart
    • Stock Packaging for Customization and Exclusivity
    • P&G Second Quarter Net Sales Rise 3%
    • Africa: A New Beauty Frontier
    • Estée Lauder Debuts Augmented Reality Training, with YouCam
    Elle Morris , CEO, HMS Design02.15.18

    By now, we have all heard the statistics of the changing face of the U.S. consumer. She will no longer look like or aspire to look like Christie Brinkley; rather she will look to women like Joan Smalls and Janelle Monáe for aesthetic cues. 

    Some brands are tapping into this inevitable shift, switching up the faces of their brands with minority representation and a more extensive product offering. But does this meet the needs of the multicultural consumer or does this just address the superficial? Beauty and culture are more than skin deep.

    Haircare

    Let’s start with haircare; it’s complicated. There was a time when African American haircare products led “Ethnic Haircare.” It was pretty simple – there were products that catered to relaxed hair and a few products that catered to natural hair. The brands were straightforward and well known because they had been around for years; mainstream beauty care brands didn’t compete in this market.

    Back in 2002, Pantene launched Pantene Relaxed and Natural, leading the way for mass market brands to offer products to the African American consumer. Since then, the consumer landscape has evolved and so has the knowledge about what their needs are.

    Brands that are leading the way are now focusing on hair texture vs ethnicity. With ambiculturalism on the rise in the United States, there is the realization that there are broad needs in haircare regardless of race.

    Carol’s Daughter, Mixed Chicks, Miss Jessie’s, Ouidad and KeraCare are a few brands that address this diverse consumer group. These brands speak to Hispanics, multi-racial and African American consumers. As this diverse population of consumers continues to increase, so will their purchasing power. Success equals inclusion, not separation of this audience in brand communications.

    In addition, the natural hair movement has swept over African American haircare creating opportunities for new product offerings and innovations from many different brands such as co-washing conditioners and dry shampoos.

    Shea Moisture, Asiam, Cantu, Pantene Truly Natural and Jane Carter all have great products that care specifically for natural hair. These brands have all done their homework and speak to specific consumers with products that attend to their unique needs. They also know that the natural hair trend continues to boom while chemical relaxing products are receding.

    Again, success looks like inclusion – the realization that there are Hispanics who identify with African heritage and bi-racial women who have African textured hair is critical to winning the in the long haul. As the U.S. population increasingly becomes more culturally mixed, it’s imperative that beauty brands understand how to inclusively communicate with this diverse audience in a resonant way.

    African American women spend a reported 80% more on all beauty products—about $7.5 billion in total —as compared to non-African American women, according to a WWD report. The African American haircare market alone brought in an estimated $2.5 billion in 2016, according to Mintel, a market analysis and consumer trends company.

    And with the African American population soon to outpace that of Caucasian consumers, there is a lot at stake for haircare companies. Those who continue to understand what these consumers need, how they shop and create innovative products that work for them, will win.

    Cosmetics

    Cosmetics are equally as complicated as haircare; if not more so. Adding a few hues to the lineup isn’t enough to attract and retain non-Caucasian consumers. Hispanic women have a different outlook on outer beauty than other consumers – it is a reflection of inner beauty. This is a legacy mindset that is passed down from generation to generation. Therefore, Hispanic beauty consumers are not willing to accept less when it comes to their selection of cosmetics.

    Colors and hues across a product have to work for Hispanic women, and Hispanic women come in ALL SHADES. Brands cannot assume that she is a café au lait complexion with black hair; there are pale redhead Hispanics as well as Afro-Hispanics with dark complexions. Understanding what she buys, when she buys it and why she buys it are the drivers behind a brand’s success.

    Hispanic women are hugely influenced by social media, reviewing and recommending products online regardless of generation (unlike their counterparts in other races). They are also trendsetters – taking risks in color and hue expressions that other women just won’t. Get into her head and her heart…then you’ll win her wallet.

    The brands that have spoken to her mother, to her and have been around for years such as L’Oréal, Estée Lauder and Iman, are always in consideration. But the new, cool brands such as Kat Von D, MELT, Reina Rebelde, and others offer today’s version of glamour in a culturally resonant way. The Hispanic woman is willing to spend what it takes to attain the look she’s after. 

    Takeaway

    The beauty category is starting to rise to meet the wave of change that is coming with a diverse profile of the U.S. beauty consumer. There is a huge opportunity to speak to these consumers uniquely and understand what the drivers to their choices are.

    Hispanics and African Americans are only two sectors of the multicultural beauty consumer that need to be considered (though they are huge segments of the future). The industry must remember to embrace women of Asian, Middle Eastern and South Asian descent as well.

    ABOUT THE AUTHOR

    With a reputation as a design leadership powerhouse, the fair-skinned, red-headed Ms. Elenita (Elle) Morris leads HMSDesign as CEO.  She draws from her Cuban-American heritage and extensive global travels to help clients understand how beauty and the mindsets of women vary greatly across cultures. Follow Elle on Twitter. 

    Related Searches
    • beauty products
    • cosmetics
    • natural hair
    • black
    Suggested For You
    PDC Brands Named PDC Brands Named 'Supplier of the Year' by Walmart
    Stock Packaging for Customization and Exclusivity Stock Packaging for Customization and Exclusivity
    P&G Second Quarter Net Sales Rise 3% P&G Second Quarter Net Sales Rise 3%
    Africa: A New Beauty Frontier Africa: A New Beauty Frontier
    Estée Lauder Debuts Augmented Reality Training, with YouCam Estée Lauder Debuts Augmented Reality Training, with YouCam
    Fei Fei Sun Joins Estée Lauder as Global Spokesmodel Fei Fei Sun Joins Estée Lauder as Global Spokesmodel
    Colgate Optic White Continues Partnership with Latin Grammy Awards Colgate Optic White Continues Partnership with Latin Grammy Awards
    Re-Formulating Strategies in the Beauty World Re-Formulating Strategies in the Beauty World
    Beauty’s ‘Gastronomia’ Trend Remains Healthy Beauty’s ‘Gastronomia’ Trend Remains Healthy
    Editor’s note: Editor’s note:
    3. The Estée Lauder Cos. 3. The Estée Lauder Cos.
    Re-Formulating Strategies in the Beauty World Re-Formulating Strategies in the Beauty World
    How Beauty Trends Differ Throughout Asia How Beauty Trends Differ Throughout Asia
    OPI’s New Brand Ambassador is a Celebrity Nail Artist OPI’s New Brand Ambassador is a Celebrity Nail Artist
    Kevyn Aucoin Beauty Creates Spring 2018 Looks for Marchesa Show Kevyn Aucoin Beauty Creates Spring 2018 Looks for Marchesa Show

    Related Breaking News

    • PDC Brands Named

      PDC Brands Named 'Supplier of the Year' by Walmart

      The company celebrated at Walmart's Annual Supplier Growth Forum.
      02.08.18

    • Bottles/Jars | Compacts | Cosmetics | Decorative Effects | Eco-friendly | Metal | Plastics | Skin Care/Sun Care | Stock Pkg
      Stock Packaging for Customization and Exclusivity

      Stock Packaging for Customization and Exclusivity

      Creative use of stock packaging is a resourceful way to develop a vision unique to a brand—and get products quickly to market
      Joanna Cosgrove, Contributing Editor 01.26.18

    • P&G Second Quarter Net Sales Rise 3%

      P&G Second Quarter Net Sales Rise 3%

      Beauty net sales rise 10%.
      01.24.18


    • Africa: A New Beauty Frontier

      Africa: A New Beauty Frontier

      A window of opportunity opens for global brands
      Elle Morris, CEO, HMS Design 12.21.17

    • Estée Lauder Debuts Augmented Reality Training, with YouCam

      Estée Lauder Debuts Augmented Reality Training, with YouCam

      ART is the world’s first live AR makeup education program.
      12.19.17

    Loading, Please Wait..
    Trending
    • Ranking The Top 50 Cosmetic Companies
    • Top 10 Beauty Brands In The U.S. For Q1 2022
    • Birchbox Beauty Subscription Service Considers Bankruptcy
    • WSGN & Coloro Name Apricot Crush As Color Of The Year 2024
    • Maggie Q Launches Beauty Supplement
    Breaking News
    • Pacifica Introduces Glow Baby Skincare Line
    • Kohl’s Names Tom Kingsbury as Chief Executive Officer
    • Mielle Unveils Haircare Bundles Inspired by Amazon Original Series Harlem
    • Kering Appoints Former L’Oréal and Estée Lauder Exec as CEO of Kering Beauté
    • Paco Rabanne, Fashion & Perfume Designer, Dies
    View Breaking News >
    CURRENT ISSUE

    January/February 2023

    • Pacifica Pushes Boundaries, and Is Our Beauty Company of the Year
    • Beauty Begins to Embrace Refillable Packaging
    • Maximizing Renewable Resources to Create Cosmetic Packaging
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    GOED Elects New Board Officers for 2023
    Aspire Hires Darrec Jones as VP of Business Development
    Pycnogenol Supplementation Linked to Better Hair Density in Menopausal Women
    Coatings World

    Latest Breaking News From Coatings World

    PPG Completes COLORFUL COMMUNITIES Project in Denmark
    10 Partners of the Automotive Industry Form JV, Cofinity-X
    BASF Recognized as Top Company for Supplier Diversity
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    MPO's Most-Read Stories This Week—Feb. 4
    MO SCI Acquires Assets of 3M’s Advanced Materials Business
    Neurent Medical’s NEUROMARK System Becomes Commercially Available in U.S. Markets
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Lilly 4Q Revenues Down 9% to $7.3B
    Bionova Expansion Project to Quadruple GMP Biologics Manufacturing Capacity
    Steriline Provides Fill-Finish Solution for Berkshire Sterile Manufacturing
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Pacifica Introduces Glow Baby Skincare Line
    Kohl’s Names Tom Kingsbury as Chief Executive Officer
    Mielle Unveils Haircare Bundles Inspired by Amazon Original Series Harlem
    Happi

    Latest Breaking News From Happi

    Glow Balms and Slugging are Top Skincare Trends: Spate
    Curl Care Sales Jump as Consumers Transition to Natural Hairstyles
    Amyris & Tia Mowry’s Haircare Launch, New Product Awards in Beauty and Home Care
    Ink World

    Latest Breaking News From Ink World

    Weekly Recap: Pigments, Inkjet Ink Market Reports Top This Week’s Stories
    Roland DGA Announces Key Changes to Leadership Team
    Ball Reports 2022 Results
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Brandywine names new president, Brook + Whittle grows and more
    MM Packaging adds first Nilpeter press for Dublin site
    Polytag develops new UV tag reading technology
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Weekly Recap: K-C Requests Huggies-Related Lawsuit to be Thrown Out, WPT Makes Investment & More
    What You’re Reading on Nonwovens-Industry.com
    Kimberly-Clark Supports Period Poverty Initiative in Australia
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    ODT's Most-Read Stories This Week—Feb. 4
    Toetal Solutions Secures $1.8 Million in New Financing
    Adrian Tyndall Joins Axogen's Board of Directors
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Weekly Recap: CES 2023, ams OSRAM and Celanese Top This Week’s Stories
    Zebra Provides East West Shrine Bowl with RFID Tracking Technology
    AAAS Elects Three ORNL Scientists as Fellows

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login