What you need to know

Hispanic women are more engaged than average US women in color cosmetics. They are more likely to use most types of facial, eye, and lip makeup products and their relative youth suggests they will have an even greater impact on category growth than their share of the general population would suggest. The sudden disruption caused by COVID-19 has limited Hispanic women’s need/desire to wear makeup. However, as Hispanic women have a self-imposed pressure to present the best image of themselves at all times, they will play a significant role in category recovery and beyond.

Key issues covered in this Report

  • The impact of COVID-19 on Hispanic women’s behavior and the color cosmetics market.

  • How COVID-19 has created a need for well-trained in-store associates and product experts.

  • Hispanic women’s usage of facial, eye, and lip makeup.

  • Key factors that drive engagement, and how to leverage them to strengthen a connection with Hispanic women.

This Report was written in July 2020. Consumer research was fielded in May 2020 and reflects Hispanic women’s attitudes and behaviors toward color cosmetics during the COVID-19 pandemic as restrictions on movement began to ease and businesses began to reopen across the US.

Definition

This Report covers Hispanic women’s attitudes, behaviors and retail-purchasing habits of color cosmetics, which Mintel defines as:

  • Facial makeup – foundation, blush, concealer, facial powder, primer, highlighter/illuminator, BB/CC cream, bronzer and tinted moisturizer

  • Eye makeup – mascara, eye liner, eye shadow, eyebrow pencil, eyebrow makeup, eye shadow primer and false eye lashes

  • Lip makeup – lip gloss, lipstick (tube and stick), lip liners and tinted lip balm

Facial skincare and anti-aging products; nail color and care products; beauty devices and tools (eg application brushes, storage devices); professional services are not included.

Findings in this Report can be supplemented by analysis presented in Color Cosmetics: Incl Impact of COVID-19 – US, July 2020; Black Consumers and Color Cosmetics: Incl Impact of COVID-19 – US, July 2020; and Hispanic Beauty Consumer – US, March 2018 as well as other Reports from Mintel’s Beauty and Personal Care and Multicultural libraries.

COVID-19: Market context

The first COVID-19 case was confirmed in the US in January 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic, and on March 13, President Trump declared a national emergency in the US.

Across the US, state-level stay-at-home orders rolled out throughout the months of March and April remaining in place through May, and in some cases June. During this time, referred to as lockdown, non-essential businesses and school districts across the nation closed or shifted to remote operations.

During re-emergence, all 50 states have relaxed stay-at-home orders and allowed businesses to operate with varying levels of social distancing measures in place. The continued spread of COVID-19 infections has driven some states to slow down or reverse course on reopening plans. Mintel anticipates the US will remain in a state of flux through 2021, until a vaccine is available.

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