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Hispanics and Beauty Products - US - July 2016

Hispanic women over index for use of most beauty product categories. However, brands face challenges growing their share; Hispanic women tend to be young, value oriented, and their willingness to experiment and try new products makes achieving brand loyalty difficult. As brands aim to connect with Hispanic women and become part of their consideration set, it is not easy to stand out in a market that offers so many options.

This report examines the following areas:

  • As Hispanic women get older, their engagement with beauty products decreases
  • Brand loyalty can be evasive
  • The importance of in-store presence
  • Bicultural Hispanic women reacting to both English and Spanish-language ads

This Report explains Hispanic women’s approach to beauty products, including their category use, their level of engagement (ie time spent on beauty routine, perception of skills using beauty products, and likelihood to experiment), reasons for purchasing beauty products, shopping behavior, purchase influencers, trust in beauty products advertising, and social media use in beauty products marketing.

This Report covers a broad range of products within the beauty market. For the purposes of this Report, Mintel has defined the beauty market as follows:

  • Color cosmetics - Eye, face, and lip cosmetics
  • Nail color and care products - Nail polish and accessories, nail accessories and implements, nail treatments, artificial nails and accessories, nail polish removers
  • Fragrances
  • Facial skincare products - Anti-aging products, cleansers, moisturizers, acne treatments, fade/bleach, lip balm
  • Haircare - Shampoo, conditioner, styling products, hairspray/spritz

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • A competitive market requires creativity
          • Figure 1: Expenditures and fan chart forecast of Hispanic consumers on beauty products, at current prices, 2011-21
        • Hispanic women more likely to use beauty products regularly
          • Figure 2: Any and regular use of beauty products, Hispanic women and indexed to all women, January 2016
        • The issues
          • As Hispanic women get older, their engagement with beauty products decreases
            • Figure 3: Hispanic women’s regular use of beauty products, by age, January 2016
          • Brand loyalty can be evasive
            • Figure 4: How Hispanic women shop for beauty products – Product statements, January 2016
          • The importance of in-store presence
            • Figure 5: How Hispanic women shop for beauty products – Place statements, January 2016
          • Bicultural Hispanic women reacting to both English and Spanish-language ads
            • Figure 6: Hispanic women’s reaction to English/Spanish-language ads, by level of acculturation, January 2016
          • The opportunities
            • Identify the ones who want to learn
              • Figure 7: How women describe their beauty products skills, Hispanic women and indexed to all, January 2016
            • Make it personal
              • Figure 8: Reasons for purchasing beauty products – Selected items, by Hispanic women versus all and indexed to all, January 2016
            • Connect at multiple stages
              • Figure 9: Hispanic women’s attitudes toward beauty products marketing – Trust statements, by level of acculturation, January 2016
            • What it means
            • The Market – What You Need to Know

              • Beauty categories are very competitive
                • Culture and acculturation shape Hispanic women’s definition of beauty
                  • Youth and disposable income of Hispanics impact beauty spending
                  • Market Size and Forecast

                    • Hispanics’ expenditures on beauty products show limited upside potential
                        • Figure 10: Expenditures and fan chart forecast of Hispanic consumers on beauty products, at current prices, 2011-21
                        • Figure 11: Expenditures by Hispanic consumers on beauty products, at current prices, 2011-21
                    • Market Perspective

                      • Traditional gender roles and the importance of appearances
                        • Confidence tends to increase as Hispanics become more acculturated
                          • Figure 12: Hispanic women’s perception of self – Any agree, by language spoken at home, February 2015-March 2016
                      • Market Factors

                        • The Hispanic market is young
                          • Figure 13: Hispanic share of US population, by generation, 2016
                        • Hispanics more restricted financially
                          • Figure 14: Household income distribution by race and Hispanic origin of householder, 2014
                      • Key Players – What You Need to Know

                        • What’s working
                          • Building on top of what’s working
                            • Benefits matter
                              • What’s challenging
                                • Standing out
                                  • Making the case for organic and natural beauty products
                                    • What’s next: Expect more brand extensions and blogger’s influence
                                    • What’s Working?

                                      • Leveraging brand equity
                                        • Focusing on the benefits
                                        • What’s Challenging?

                                          • Too much to choose from
                                            • Figure 15: Types of beauty product brands women use, Hispanic women and indexed to all women, January 2016
                                          • Organic/natural beauty claims
                                            • Figure 16: Women’s interest in organic/natural beauty products – Any agree, Hispanic women versus all, by age, February 2015-March 2016
                                          • Selling online
                                          • What’s Next?

                                            • More brand extensions
                                              • Leveraging bloggers’ influence
                                              • The Consumer – What You Need to Know

                                                • Hispanic women are heavy users of beauty products
                                                  • Younger Hispanic women spend more time in front of the mirror
                                                    • Intermediate skills show potential
                                                      • Hispanic women more compelled to justify beauty purchases
                                                        • In-store presence is key to highlight value
                                                          • Sales can wait
                                                            • Making the case for a beauty products should answer three questions
                                                              • Hispanic women less critical of photoshopping/airbrushing
                                                                • Younger Hispanic women respond to online initiatives
                                                                • Hispanic Women’s Use of Beauty Products

                                                                    • Hispanic women over index for most beauty products use
                                                                      • Figure 17: Any and regular use of beauty products, Hispanic women and indexed to all women, January 2016
                                                                    • Use of beauty products decreases among older Hispanic women
                                                                      • Figure 18: Hispanic women’s regular use of beauty products, by age, January 2016
                                                                    • The more Hispanic women experiment, the wider variety of products they use
                                                                      • Figure 19: Hispanics women’s regular use of beauty products, by how often they experiment, January 2016
                                                                  • Time Hispanic Women Spend on Beauty Routine

                                                                      • Hispanic women more devoted to their beauty routines
                                                                        • Figure 20: Time spent on beauty routine, Hispanic women and indexed to all women, January 2016
                                                                      • Engagement, willingness to experiment, routine time goes hand in hand
                                                                        • Figure 21: Time Hispanic women spend on beauty routine, by age, January 2016
                                                                        • Figure 22: Time Hispanic women spend on beauty routine, by how often they experiment, January 2016
                                                                    • Hispanic Women’s Beauty Skills

                                                                        • Half of Hispanic women consider they have basic skills
                                                                          • Figure 23: How women describe their beauty products skills, Hispanic women and indexed to all women, January 2016
                                                                        • Hispanic women become more sophisticated with acculturation, but…
                                                                          • Figure 24: How Hispanic women describe their beauty products skills, by level of acculturation, January 2016
                                                                        • Hispanic women aged 35-54 are more sophisticated in terms of beauty products skills
                                                                          • Figure 25: How Hispanic women describe their beauty products skills, by age, January 2016
                                                                      • Hispanic Women and Product Experimentation

                                                                          • Hispanic women experiment occasionally
                                                                            • Figure 26: Frequency of experimenting with new beauty products and/or trends, Hispanic women and indexed to all women, January 2016
                                                                            • Figure 27: Frequency of Hispanic women experimenting with new beauty products and/or trends, by age, January 2016
                                                                          • Bicultural Hispanic women more open minded
                                                                            • Figure 28: Frequency of Hispanic women experimenting with new beauty products and/or trends, by level of acculturation, January 2016
                                                                        • Reasons Hispanic Women Purchase Beauty Products

                                                                            • Hispanic women more likely to feel the need to justify beauty purchases
                                                                                • Figure 29: Reasons for purchasing beauty products, by Hispanic women versus all and indexed to all, January 2016
                                                                              • Product trial is a stronger motivation among younger Hispanic women
                                                                                • Figure 30: Hispanic women’s reasons for purchasing beauty products – Selected items, by age, January 2016
                                                                              • More engaged Hispanic women enjoy treating themselves with beauty products
                                                                                • Figure 31: Hispanic women’s reasons for purchasing beauty products – Selected items, by time spent on beauty routine, January 2016
                                                                              • More skilled Hispanic women more likely to want to upgrade their beauty arsenal
                                                                                • Figure 32: Hispanic women’s reasons for purchasing beauty products – Selected items, by level of skills using beauty products, January 2016
                                                                            • Hispanic Women’s Beauty Products Shopping Behaviors

                                                                                • A look at what brands can control
                                                                                  • Place – Hispanic women know where to find what they want
                                                                                    • Product – Brand loyalty is constantly put to the test
                                                                                      • Price – Sales are good (if the product is needed)
                                                                                        • Figure 33: How Hispanic women shop for beauty products, January 2016
                                                                                      • Hispanic women exposed to beauty products when grocery shopping
                                                                                        • Online purchases are still limited
                                                                                          • Figure 34: Hispanic women and shopping for beauty products – Place statements, by level of acculturation, January 2016
                                                                                          • Figure 35: Hispanic women and shopping for beauty products – Place statements, by level of skills using beauty products, January 2016
                                                                                        • Trying products in-store can be important for conversion
                                                                                          • Figure 36: Hispanic women and shopping for beauty products – Product statements, by age, January 2016
                                                                                          • Figure 37: Hispanic women and shopping for beauty products – Product statements, by time spent on beauty routine, January 2016
                                                                                        • More-affluent Hispanic women more likely to wait for sales
                                                                                          • Figure 38: Hispanic women and shopping for beauty products – Price statements, by household income, January 2016
                                                                                      • Purchase Influencers for Beauty Products

                                                                                          • Three main factors drive influence
                                                                                              • Figure 39: Hispanic women’s beauty product purchase influencers, January 2016
                                                                                              • Figure 40: Hispanic women’s beauty product purchase influencers, by level of acculturation, January 2016
                                                                                          • Inclusivity and Trust in Beauty Products Marketing

                                                                                              • Relevance and creativity key in competitive markets
                                                                                                • Limited interest in re-creating looks
                                                                                                  • Hispanics less negative about photoshopping and airbrushing
                                                                                                    • Diversity in beauty products advertising seem to be just fine
                                                                                                      • Figure 41: Hispanic women’s attitudes toward beauty products marketing – Inclusivity and trust statements, indexed to all, January 2016
                                                                                                      • Figure 42: Hispanic women’s attitudes toward beauty products marketing – Inclusivity and trust statements, by level of acculturation, January 2016
                                                                                                  • Social Media and Brands in Beauty Products Marketing

                                                                                                      • Hispanic women more likely to engage with online initiatives
                                                                                                        • Social media can be used to educate
                                                                                                          • Mobile should not be neglected
                                                                                                            • Language matters
                                                                                                              • Figure 43: Hispanic women’s attitudes toward beauty products marketing – Social media and brand statements, indexed to all, January 2016
                                                                                                              • Figure 44: Hispanic women’s attitudes toward beauty products marketing – Social media and brand statements, by age, January 2016
                                                                                                              • Figure 45: Hispanic women’s reaction to English/Spanish-language ads, indexed to all, January 2016
                                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                                            • Data sources
                                                                                                              • Sales data
                                                                                                                • Fan chart forecast
                                                                                                                  • Consumer survey data
                                                                                                                    • Abbreviations and terms
                                                                                                                      • Abbreviations
                                                                                                                        • Terms
                                                                                                                          • A note on acculturation
                                                                                                                          • Appendix – Market

                                                                                                                              • Figure 46: Expenditures by Hispanic consumers on beauty products, at inflation-adjusted prices, 2011-21
                                                                                                                          • Appendix – Key Players

                                                                                                                            • Blusher/bronzer
                                                                                                                              • Figure 47: Brands of blusher/bronzer Hispanic women use, by age, February 2015-March 2016
                                                                                                                              • Figure 48: Brands of blusher/bronzer women use, by Hispanic origin and by language spoken at home, February 2015-March 2016
                                                                                                                            • Foundation/concealer makeup
                                                                                                                              • Figure 49: Brands of foundation/concealer makeup Hispanic women use, by age, February 2015-March 2016
                                                                                                                              • Figure 50: Brands of foundation/concealer makeup women use, by Hispanic origin and by language spoken at home, February 2015-March 2016
                                                                                                                            • Mascara
                                                                                                                              • Figure 51: Brands of mascara Hispanic women use, by age, February 2015-March 2016
                                                                                                                              • Figure 52: Brands of Mascara women use, by Hispanic origin and by language spoken at home, February 2015-March 2016
                                                                                                                            • Lipstick and lip gloss
                                                                                                                              • Figure 53: Brands of lipstick and lip gloss Hispanic women use, by age, February 2015-March 2016
                                                                                                                              • Figure 54: Brands of lipstick and lip gloss women use, by Hispanic origin and by language spoken at home, February 2015-March 2016
                                                                                                                            • Nail polish
                                                                                                                              • Figure 55: Brands of nail polish Hispanic women use, by age, February 2015-March 2016
                                                                                                                              • Figure 56: Brands of nail polish women use, by Hispanic origin and by language spoken at home, February 2015-March 2016
                                                                                                                            • Shampoo (use at home)
                                                                                                                              • Figure 57: Brands of shampoo Hispanic women use, by age, February 2015-March 2016
                                                                                                                              • Figure 58: Brands of shampoo women use, by Hispanic origin and by language spoken at home, February 2015-March 2016
                                                                                                                            • Hair conditioner (use at home)
                                                                                                                              • Figure 59: Brands of hair conditioner Hispanic women use, by age, February 2015-March 2016
                                                                                                                              • Figure 60: Brands of hair conditioner women use, by Hispanic origin and by language spoken at home, February 2015-March 2016

                                                                                                                          Companies Covered

                                                                                                                          • Walmart Stores (USA)

                                                                                                                          Hispanics and Beauty Products - US - July 2016

                                                                                                                          £3,199.84 (Excl.Tax)