Description

“COVID-19 has disrupted Hispanic women’s color cosmetics use, shopping patterns and relationship with makeup. However, while engagement will dip due to changes to lifestyle as a result of the pandemic, Hispanic women are a key segment as they tend to use a wider variety of cosmetics products and wearing makeup is important for their self-confidence.
While COVID-19 will create a renewed interest in searching for value and will limit Hispanic women’s ability to try on color cosmetic products in-store, this dynamic will create new moments of truth that will require greater involvement of in-store associates. As COVID-19 restricts the ways in which Hispanic women discovered products in the past (with testers), it also sets the stage for more personal and – hopefully – more meaningful interactions.”
– Juan Ruiz, Director of Hispanic Insights

This report will look at the following areas:

  • The impact of COVID-19 on Hispanic women’s behavior and the color cosmetics market.
  • How COVID-19 has created a need for well-trained in-store associates and product experts.
  • Hispanic women’s usage of facial, eye, and lip makeup.
  • Key factors that drive engagement

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Market context
          • Executive Summary

              • Top Takeaways
                • Market Overview
                  • Impact of COVID-19 on Hispanic women and color cosmetics
                    • Figure 1: Maybelline Facebook post, July 2020
                    • Figure 2: Short-, medium- and long-term impact of COVID-19 on Hispanic women and color cosmetics, July 2020
                  • Opportunities and Challenges
                    • The most influential purchase trigger isn’t feasible in the next normal
                      • Figure 3: Makeup purchase triggers, indexed to all, May 2020
                    • Value is critical, but a personal touch can lead to loyalty
                      • Hybrid skincare/makeup products will gain in appeal
                        • Figure 4: Important factors in color cosmetics, indexed to all, May 2020
                      • Virtual try-on tools need to evolve to attract Hispanic women
                        • Social media enables brands to create communities around their products
                        • The Market – What You Need to Know

                          • The Hispanic opportunity
                            • The numbers
                              • The types of skin
                                • The joy in makeup
                                  • The elephant in the room
                                  • The Market

                                    • The Hispanic market is young
                                      • Figure 5: Female population share by age, by Hispanic origin, by generation, 2019
                                    • Hispanic women spend more than $2 billion in color cosmetics
                                      • Hispanic women use an arsenal of makeup products
                                        • Figure 6: Facial/eye/lip makeup product usage – repertoire analysis, May 2020
                                        • Figure 7: Facial/eye/lip makeup product usage, by number of products used, May 2020
                                    • Market Perspective

                                      • Hispanics’ facial skin is more complex than the average
                                        • Figure 8: Hispanics’ facial skin type, indexed to all, February 2015
                                      • Makeup routines are “me” time for Hispanics
                                        • Figure 9: Description of typical makeup routine, by race and Hispanic origin, indexed to all, May 2020
                                    • Market Factors

                                      • Working Hispanic women are a natural target for color cosmetics
                                        • Figure 10: Number of facial/eye/lip makeup product Hispanic women use, by employment status, May 2020
                                        • Figure 11: Hispanic women in the civilian labor force and employment, 2019
                                        • Figure 12: Seasonally adjusted unemployment, total US vs Hispanics, January 2007-June 2020
                                      • Lower median household income requires a focus on value
                                        • Figure 13: Median household income, by race and Hispanic origin of householder, 2018
                                        • Figure 14: Median income of all US households and Hispanic households, in inflation-adjusted dollars, 2007-18
                                      • Spanish-dominant Hispanic women drive engagement in color cosmetics
                                        • Figure 15: Language Hispanics speak at home, October 2018-December 2019
                                      • COVID-19 negatively impacts women’s cosmetics use
                                        • During the lockdown, the need for using color cosmetics vanished
                                          • During the re-emergence, the level of concerns and disruption is still elevated
                                            • This too shall pass
                                              • Figure 16: Short-, medium- and long-term impact of COVID-19 on Hispanic women and color cosmetics, July 2020
                                          • What’s Happening – What You Need to Know

                                            • Makeup is essential to Hispanic women’s identity
                                              • Brands can use social media to engage with Hispanic women
                                                • Brands can challenge Hispanic women to try new routines
                                                  • Hispanic women overindex for using mass brands
                                                  • What’s Driving Behavior

                                                      • Figure 17: Mintel Trend Drivers
                                                    • Hispanic women demonstrate who they are through their makeup routines
                                                        • Figure 18: Changes in makeup pride, May 2020
                                                      • Hispanic women rely on technology to learn about makeup
                                                        • Figure 19: Changes in influence via social media, May 2020
                                                      • Makeup routines are a meaningful experience
                                                          • Figure 20: Changes in trial, May 2020
                                                      • Makeup Brands Used

                                                        • Hispanic women gravitate toward mass brands
                                                            • Figure 21: M.A.C Cosmetics Facebook post – Selena La Reina Collection, April 2020
                                                            • Figure 22: Brands of facial makeup Hispanic women use the most, indexed to all, October 2018-December 2019
                                                            • Figure 23: Brands of mascara Hispanic women use the most, indexed to all, October 2018-December 2019
                                                            • Figure 24: Brands of lipstick or lip gloss Hispanic women use the most, indexed to all, October 2018-December 2019
                                                        • The Consumer – What You Need to Know

                                                          • Hispanic women are more likely to use facial makeup
                                                            • COVID-19 and face masks will put the focus on eyes
                                                              • Lipstick and gloss are staples, COVID-19 may cause a shift
                                                                • Hispanic women shop across multiple retailers
                                                                  • Knowledgeable store associates will be key to convert interest to purchase
                                                                    • Functionality is important to Hispanic women
                                                                      • Self-esteem drives Hispanic women’s engagement in the category
                                                                      • Facial Makeup Usage

                                                                        • Hispanics overindex for using facial makeup
                                                                          • Figure 25: Types of facial makeup Hispanic women use, indexed to all US women, May 2020
                                                                        • Younger Hispanic women are open to embrace newer products
                                                                          • Figure 26: Types of facial makeup Hispanic women use, by age, May 2020
                                                                        • Proving value is important for continued usage
                                                                          • Figure 27: Types of facial makeup Hispanic women use, by household income, May 2020
                                                                        • Working outside the home motivates Hispanic women to use facial makeup
                                                                          • Figure 28: Types of facial makeup Hispanic women use, by employment status, May 2020
                                                                      • Eye Makeup Usage

                                                                        • Hispanic women use almost four eye makeup products on average
                                                                          • Figure 29: Types of eye makeup Hispanic women use, indexed to all US women, May 2020
                                                                        • Hispanic Millennials drive eye makeup usage
                                                                          • Hispanic women want bold, defined eyebrows
                                                                            • False eyelashes have potential with Hispanic women
                                                                              • Figure 30: Types of eye makeup Hispanic women use, by age, May 2020
                                                                              • Figure 31: Types of eye makeup Hispanic women use, by language spoken at home, May 2020
                                                                          • Lip Makeup Usage

                                                                            • Lip gloss leads
                                                                              • Figure 32: Types of lip makeup Hispanic women use, indexed to all US women, May 2020
                                                                            • Liquid lipstick is more popular than tube among younger Hispanic women
                                                                              • Figure 33: Types of lip makeup Hispanic women use, by age, May 2020
                                                                            • Tinted lip balm has the potential to be the next big thing
                                                                              • Figure 34: Types of lip makeup Hispanic women use, by age, May 2020
                                                                          • Makeup Purchase Locations

                                                                            • Retailers’ fragmentation makes discovery more difficult
                                                                              • Figure 35: Count of beauty products purchase locations, May 2020
                                                                              • Figure 36: Beauty products purchase locations, by number of beauty products purchase locations, May 2020
                                                                            • Walmart and drug stores are ambitious about their beauty businesses
                                                                              • Specialty stores need to show value beyond the experience
                                                                                • Figure 37: Ulta Beauty Facebook post, June 2020
                                                                                • Figure 38: Sephora Facebook post, June 2020
                                                                              • Online retailers are good for repeat purchases
                                                                                  • Figure 39: Beauty products purchase locations, by age, May 2020
                                                                                  • Figure 40: Beauty products purchase locations, by language spoken at home, May 2020
                                                                                  • Figure 41: Beauty products purchase locations, by household income, May 2020
                                                                              • Makeup Purchase Drivers

                                                                                • Store associates will become an essential differentiating factor
                                                                                  • Figure 42: Makeup purchase triggers, indexed to all, May 2020
                                                                                • Brands need to connect at the personal level
                                                                                    • Figure 43: Makeup purchase triggers – TURF analysis, May 2020
                                                                                    • Figure 44: Table – Makeup purchase triggers – TURF analysis, May 2020
                                                                                  • Spanish-speaking Hispanic women may not find the confirmation they need in-store
                                                                                    • Figure 45: Makeup purchase triggers, by language spoken at home, May 2020
                                                                                  • Online tools are not enough to drive purchases
                                                                                    • Figure 46: Virtual and online tools as purchase triggers, by age, May 2020
                                                                                • Benefits Sought

                                                                                  • Hispanics overindex for wanting functionality
                                                                                    • Figure 47: Important factors in color cosmetics, indexed to all, May 2020
                                                                                  • Hispanic women want natural looking and long-wearing makeup
                                                                                      • Figure 48: Important factors in color cosmetics – TURF analysis, May 2020
                                                                                      • Figure 49: Table – Important factors in color cosmetics – TURF analysis, May 2020
                                                                                    • The core benefits sought are consistent across different levels of engagement
                                                                                      • Figure 50: Important factors in color cosmetics, by number of products used (repertoire analysis), May 2020
                                                                                  • Attitudes toward Color Cosmetics

                                                                                    • Self-esteem drives Hispanic women’s engagement in the category
                                                                                      • Figure 51: Attitudes toward color cosmetics, May 2020
                                                                                      • Figure 52: Attitudes toward color cosmetics, by number of products used, May 2020
                                                                                    • Age brings “some” pragmatism to Hispanic women’s makeup usage
                                                                                      • Figure 53: Attitudes toward color cosmetics, by age, May 2020
                                                                                    • Homogeneous groups may dictate same makeup looks among Spanish-dominant women
                                                                                      • Figure 54: Attitudes toward changing makeup looks, by language spoken at home, May 2020
                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                    • Data sources
                                                                                      • Sales data
                                                                                        • Consumer survey data
                                                                                          • Consumer qualitative research
                                                                                            • Abbreviations and terms
                                                                                              • Abbreviations
                                                                                                • Terms
                                                                                                  • TURF methodology

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