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Hispanic Women Want Beauty Marketers to Speak Their Language

Posted: June 14, 2010

Recent research from Mintel suggests that Hispanic women feel underrepresented in the beauty and personal care aisle. More than half of survey respondents said they would like to see more personal care products designed just for them and 64% would like more hair care products created specifically for Latinas.

“It can be a very daunting task for companies to hone in on the specific needs of their Hispanic customers,” says Leylha Ahuile, senior multicultural analyst at Mintel. “Latinas come in a variety of shades, so a wide range of products must be developed to cater to every pigment and hair type.”

Hispanic women are especially concerned with the box or bottle their favorite products come in. Eighty-one percent of Latinas surveyed report that they would like to see more personal care products with bilingual packaging. Younger Hispanic women are more inclined to express a desire for bilingual packaging than their older counterparts.

“Hispanic consumers often look at bilingual packaging as a way of being acknowledged and respected by a brand, not because they are unable to read English,” notes Ahuile. “The lack of Spanish-language packaging has the potential to make these women feel ignored by manufacturers.”

Latina women are younger than the average U.S. female population, and 62% of the Hispanic female population has yet to enter their peak earning years (35+). As a result, Mintel believes Latina purchasing power is definitely on the rise.