You’re not going to the grocery store without your makeup on, are you?” “Your father is going to be home in an hour—and I haven’t even done my hair or makeup!”
These phrases may seem out of place or too traditional for much of today’s culture, but they still resonate and stand true for one of the most rapidly growing demographics in the United States, the Hispanic woman. A recent Nielsen report (www.nielsen.com) notes that “Hispanic women over-index … versus total households in terms of cosmetics consumption.” The report adds, “Hispanics are more likely to spend on hair care products than the general market, and they account for 16% of the total U.S. sales to this category. They also drive 14% of overall fragrances sales and 13% of cosmetics sales, the top two beauty care categories for Hispanic shopper spending.” Today, the beauty and cosmetic industry has considerable opportunity to better serve one of the most engaged and invested consumer segments.
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