Univision details the importance of beauty to Latina consumers

Univision Communications unveiled new research that emphasizes the importance of beauty to Hispanic women and sheds light on the key drivers that directly influence Latinas’ purchasing decisions. The research is based on a national phone survey conducted by Simmons.

The research findings reinforced that beauty is of paramount importance to female Hispanic consumers – instilling confidence, making them feel younger and improving self-esteem, with many Latinas feeling outward beauty reflects inner beauty.  Wearing makeup and looking good is essential to these consumers, moreso than their non-Hispanic counterparts.  For example:
 
61% of Latinas (vs. 42% of non-Latinas) agree that “How I look on the outside projects the way I am on the inside.”
69% of Latinas (vs. 46% of non-Latinas) agree that “It’s very important to wear makeup and look good.”
40% of Latinas (vs. 23% of non-Latinas) agree that “When leaving the house I need to look as good as or better than my friends.”

Part of the reason for this is that beauty is a priority passed from Latina mothers to daughters, with 73% of Latinas (vs. 57% of non-Latinas) agreeing that “I influence my children to take care of their skin, hair, appearance” and 67% of Latinas (vs. 50% of non-Latinas) agree that “My mom influenced/influences me to take care of my skin, hair, appearance.”

This study also sheds light on the value that major beauty marketers achieve by using Spanish-language media to drive growth among Latinas.  In fact, numerous beauty brands – including Avon, Caress, Cover Girl, Dove, Garnier, L’Oreal, Mary Kay, Maybelline, Olay and Pantene – are spending their ad dollars on Spanish-language media. 

The study also revealed the cultural importance of beauty among Latinas. For example, price does not drive their purchase decision. Hispanic women expressed this through comments such as “If you like it, you buy it.” In fact:  

68% of Latinas (vs. 56% of non-Latinas) agree that “Price isn’t the most important factor – it’s getting exactly the beauty products I need.”
58% of Latinas (vs. 47% of non-Latinas) agree that “I often associate better quality with brand name products.”  
49.5% of Latinas said they would be enticed to try a new product if they received an in-store demonstration, more than four times higher than the 11.9% of non-Hispanic women who responded in the same way.