The NPD Group's Latest Report Finds Hispanic Women Favor Makeup, Asian Women Gravitate to Skincare Products and African American Women Fancy Fragrance and Bath Products
PORT WASHINGTON, NY, January 22, 2007 – As the population of the U.S. becomes more and more ethnically diverse, women of different ethnic groups continue to change the face of beauty. According to a new report from The NPD Group, over three quarters of women across all ethnic groups currently use basic beauty products such as skincare, makeup, bath, and shaving products.
However, after taking a closer look, NPD found some differences between what various female ethnic groups are reporting in terms of beauty product usage.
According to the report, makeup and skincare products are not as widely accepted across all ethnic segments as one might think – and all 'women of color' do not behave similarly when it comes to beauty products - not only category usage, but brand preferences vary widely across ethnic groups as well.
Overall, African American women are less likely than Caucasian women or other “women of color” to use either makeup or skincare products. In fact, one in three African American women told NPD they don't currently use makeup and one in four reported that they don't use any type of skincare product.
They're also less likely to use shaving products, but are more likely than any other ethnic group to use fragrances or bath products.
“This stands out asa significant opportunity for retailers and manufacturers. According to our research, it is apparent that once involved with makeup and skincare products, African American women have the tendency to be heavy product users and more brand loyal compared to other ethnic groups,” said Karen Grant, senior beauty analyst, The NPD Group.
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