By comparison, Hispanic women are the most likely to report using makeup (relative to other ethnic groups) and are more likely than their Caucasian and African American counterparts to report using skincare products. With the projected increase in the Hispanic population over the next decades, this could bode well for makeup manufacturers.
When it comes to Asian women, nine in ten have reported use of skincare products – more than any other ethnic group, but they are least likely to use fragrance or scented body care products.
A greater understanding of the type of scents that appeal to Asian sensibilities is needed. For instance, within fragrance, the appeal of products that are light, clean and fresh were ranked more important to Asians than a product being feminine. This is different from all other ethnic groups where product femininity is more important.
“In beauty, the future is today – not in 10, 20 or 50 years from now. Today's ethnic population is already exerting an impact across all beauty categories. That is a fact the beauty industry must recognize right now. And, just as all 'boomers' cannot be lumped together and marketed as one homogeneous group, 'women of color' are diverse, rapidly changing, and defy generalization. To tap into the power of this ever expanding group, beauty manufacturers and retailers must understand the nuances of differences and adapt strategies to be identified as 'for someone like me.' That is a key statement for leading brands that resonates well with this increasingly important group of beauty consumers,” said Grant.
marketing@alchempro.com
