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Ethnic Skin Care: An Opportunity for Personal Connection

By: Elle Morris
Posted: December 6, 2010, from the December 2010 issue of GCI Magazine.

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Why is it so important for marketers to become intimately familiar with this consumer? According to a recent study published by Reportlinker, the ethnic-specific skin care category in the U.S. is expected to surpass $284 million by 2014, with cosmetic sales climbing beyond $1.5 billion. The opportunity within ethnic skin care lies in the ability of beauty brands to connect with their consumers. Market research indicates more education on skin care is needed at mass, and this is an opportunity for beauty brands to lead the way, opening the door to begin a relationship with ethnic consumers. By offering more product options and investing research in product innovation and market data, these consumers will feel more valued and more understood by brand owners.

Beauty brands that ignore the changing landscape of their consumer base of ethnic consumers will find themselves at a severe disadvantage as they seek relationships with this key market in the future. Genuine intimacy is the key to success in this category, and the investment needs to be in building consumer knowledge and brand offerings that meet unique needs.

Elle Morris is the vice president and general manager of LPK Beauty, overseeing its general business management and serving as chief customer officer. She provides strategic oversight on businesses in the categories of hair care, feminine care and beauty. Morris has worked with partners in North America, Latin America, Asia and Europe to develop an understanding of beauty’s power across cultures.