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Hispanic Beauty Consumer - US - March 2018

Hispanics’ expenditures growth on beauty products has come to a standstill. While the Hispanic market is young, which favors engagement, Hispanics also tend to be value oriented. The challenge for beauty brands is to transform the interest Hispanic women have in beauty trends into action. To do that, brands may need to incorporate functional claims, such as effective results, and products with benefits that can address their beauty concerns. Products and their benefits have to be tangible.

This report examines the following issues:

  • Higher engagement brings challenges to beauty brands 
  • Highlighting core needs may not be enough

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Higher engagement brings challenges to beauty brands
              • Figure 1: Repertoire of number of beauty tasks Hispanic women complete, December 2017
            • Highlighting core needs may not be enough
              • Figure 2: Reasons for using beauty products, December 2017
            • The opportunities
              • Communicating brand availability
                • Figure 3: Retailers Hispanic women shop for beauty products, December 2017
              • Moments of truth can make a difference
                • Figure 4: Select factors influencing beauty product trial, December 2017
              • Explaining what is natural
                • Using scent to stand out
                  • Figure 5: Interest in beauty trends, December 2017
                • What it means
                • The Market – What You Need to Know

                  • Hispanics’ expenditures on beauty products showing signs of weakness
                    • It is a young market
                      • Traditional gender roles prompt Hispanic women to look for convenience
                        • Hispanics are value oriented
                          • Functional attributes are important
                            • Hispanic women’s youth influences their needs
                              • Hispanic women look for efficiencies in their beauty routines
                                • Expensive doesn’t equal value
                                • Market Size

                                  • Hispanics spend $2.5 billion on beauty products
                                      • Figure 6: Expenditures by Hispanic consumers on beauty products, at current prices, 2012-17
                                      • Figure 7: Total US retail sales and Hispanic consumer expenditures on beauty products, at current prices, 2012-17
                                  • Market Factors

                                    • The Hispanic market is young
                                      • Figure 8: Population by Hispanic origin and generation, 2018
                                      • Figure 9: Distribution of population, by age and race/Hispanic origin, 2018
                                    • Traditional gender roles are still prevalent in Hispanic culture
                                      • Hispanics’ median household income is lower
                                        • Figure 10: Median household income, by race and Hispanic origin of householder, 2016
                                        • Figure 11: Household income distribution, by race and Hispanic origin of householder, 2016
                                    • Market Perspective

                                      • Hispanic women are pragmatic; results matter
                                        • Figure 12: Select purchase influencers, by race and Hispanic origin, indexed to all, December 2017
                                      • Hispanic women’s needs reflect their youth
                                        • Figure 13: Facial makeup skincare-related benefits, by race and Hispanic origin, indexed to all, May 2017
                                      • Young Hispanic women want results
                                        • Figure 14: Reasons why women use skincare devices, by race and Hispanic origin, indexed to all, May 2017
                                      • Expensive beauty products can turn off Hispanics
                                        • Figure 15: Attitudes toward high-end products, by level of acculturation and Hispanic origin, December 2017
                                    • What’s Happening? – What You Need to Know

                                      • Natural products appeal to Hispanic women
                                        • Brands may benefit from proactively proving their claims
                                          • Brand extensions can keep brands top-of-mind
                                          • What’s Happening?

                                              • “Natural” resonates with Hispanic women
                                                • The natural look
                                                  • Figure 16: Hispanics’ attitudes toward beauty routines, December 2017
                                                • Natural ingredients
                                                  • Familiar ingredients help develop trust
                                                    • Associating organic and natural products with health and quality
                                                      • Figure 17: Attitudes toward natural products and brands, by level of acculturation and Hispanic origin, December 2017
                                                    • Skepticism increases with acculturation
                                                      • Figure 18: Attitudes toward ingredients and beauty trends, by level of acculturation and Hispanic origin, December 2017
                                                    • Leveraging brand equity and using influencers
                                                      • Figure 19: YouTube video of Dulce Candy announcing her partnership with Pixi Beauty, February 2018
                                                  • The Consumer – What You Need to Know

                                                    • There are different levels of engagement in the beauty category
                                                      • Hispanic women shop at multiple places
                                                        • Balancing aspirational and functional aspects of the category can lead to differentiation
                                                          • Willingness to try new products comes from multiple sources
                                                            • Hispanic women show interest in a variety of beauty trends
                                                            • Hispanics’ Engagement in the Beauty Category

                                                                • The majority of Hispanic women complete four to six beauty tasks
                                                                    • Figure 20: Beauty tasks Hispanic women do and repertoire of tasks completed, December 2017
                                                                    • Figure 21: Beauty tasks Hispanic women complete, by category engagement, December 2017
                                                                  • Who are Hispanic women with low engagement?
                                                                    • Figure 22: Demographic profile of Hispanic women with low engagement, December 2017
                                                                  • Who are Hispanic women with medium engagement?
                                                                    • Figure 23: Demographic profile of Hispanic women with medium engagement, December 2017
                                                                  • Who are Hispanic women with high engagement?
                                                                    • Figure 24: Demographic profile of Hispanic women with high engagement, December 2017
                                                                • Beauty Products Purchase Locations

                                                                    • Hispanic women visit a variety of stores
                                                                      • Figure 25: Retailers Hispanic women shop for beauty products, December 2017
                                                                    • Household income influences purchase locations
                                                                      • Figure 26: Retailers Hispanic women shop for beauty products, by household income, December 2017
                                                                    • The online opportunity
                                                                      • Figure 27: Profile of Hispanic women who purchase beauty products from online-only retailers, by key demographics, December 2017
                                                                    • The grocery store opportunity
                                                                      • Figure 28: Profile of Hispanic women who purchase beauty products at grocery stores, by key demographics, December 2017
                                                                  • Reasons for Using Beauty Products

                                                                      • Focusing on aspirational motivations may not be enough
                                                                        • Figure 29: Reasons for using beauty products, December 2017
                                                                      • The appeal of a natural look
                                                                        • Figure 30: Use beauty products to enhance their natural look, by key demographics, December 2017
                                                                      • Concealing blemishes is important to younger Hispanics
                                                                        • Figure 31: Use beauty products to conceal blemishes, by key demographics, December 2017
                                                                      • Using beauty products can be fun
                                                                        • Figure 32: Use beauty products to have fun, by key demographics, December 2017
                                                                    • Beauty Products Trial Influencers

                                                                        • Hispanic women enjoy trying new beauty products
                                                                          • Figure 33: Attitudes toward new beauty products, by level of acculturation and Hispanic origin, December 2017
                                                                        • Trial can be promoted in many ways
                                                                          • Figure 34: Factors influencing Hispanics to try beauty products, December 2017
                                                                          • Figure 35: Influence of online tutorials and beauty bloggers, by age, acculturation, and household income, December 2017
                                                                        • With limited resources, where can beauty brands start?
                                                                          • Figure 36: TURF analysis – New beauty products trial influencers, December 2017
                                                                          • Figure 37: Table – TURF analysis – New beauty products trial influencers, December 2017
                                                                      • Interest in Beauty Trends

                                                                          • Keeping up with beauty trends is important among unacculturated and bicultural Hispanics
                                                                            • Figure 38: Attitudes toward keeping up with new beauty trends, by level of acculturation and Hispanic origin, December 2017
                                                                          • Natural is important
                                                                            • Figure 39: Interest in beauty trends, December 2017
                                                                            • Figure 40: Interest in beauty trends, by age, December 2017
                                                                            • Figure 41: Interest in beauty trends, by level of acculturation, December 2017
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Expenditures data
                                                                              • Consumer survey data
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations
                                                                                    • Terms
                                                                                      • What is acculturation?
                                                                                      • Appendix – The Market

                                                                                          • Figure 42: Expenditures by Hispanic consumers on beauty products, at inflation-adjusted prices, 2012-22
                                                                                      • Appendix – The Consumer

                                                                                          • Figure 43: Attitudes toward beauty products sampling, by race and Hispanic origin, indexed to all, December 2017
                                                                                          • Figure 44: Attitudes toward appearances, by race and Hispanic origin, indexed to all, December 2017

                                                                                      Hispanic Beauty Consumer - US - March 2018

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