Nielsen recently reported that although non-Hispanic sales have declined across multiple beauty categories, Hispanic sales among those same categories has thrived. This makes sense given what we’ve seen about the Latina beauty consumer’s mindset in our proprietary research. Personal upkeep and appearance is critical for Hispanic women, with 69% of Latinas reporting that “it is important to wear makeup and look good” (vs. 46% of Non-Hispanics).
Univision is currently fielding a new Beauty category study that will analyze the attitudes and behaviors of Hispanic women when purchasing across cosmetics, hair care, and skin care. Stay tuned for more insights on this valuable consumer.