Table of Contents
Executive Summary
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- Top Takeaways
- Market Overview
- Impact of COVID-19 on Hispanic women and color cosmetics
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- Figure 1: Maybelline Facebook post, July 2020
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on Hispanic women and color cosmetics, July 2020
- Opportunities and Challenges
- The most influential purchase trigger isn’t feasible in the next normal
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- Figure 3: Makeup purchase triggers, indexed to all, May 2020
- Value is critical, but a personal touch can lead to loyalty
- Hybrid skincare/makeup products will gain in appeal
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- Figure 4: Important factors in color cosmetics, indexed to all, May 2020
- Virtual try-on tools need to evolve to attract Hispanic women
- Social media enables brands to create communities around their products
The Market – What You Need to Know
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- The Hispanic opportunity
- The numbers
- The types of skin
- The joy in makeup
- The elephant in the room
The Market
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- The Hispanic market is young
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- Figure 5: Female population share by age, by Hispanic origin, by generation, 2019
- Hispanic women spend more than $2 billion in color cosmetics
- Hispanic women use an arsenal of makeup products
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- Figure 6: Facial/eye/lip makeup product usage – repertoire analysis, May 2020
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- Figure 7: Facial/eye/lip makeup product usage, by number of products used, May 2020
Market Perspective
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- Hispanics’ facial skin is more complex than the average
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- Figure 8: Hispanics’ facial skin type, indexed to all, February 2015
- Makeup routines are “me” time for Hispanics
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- Figure 9: Description of typical makeup routine, by race and Hispanic origin, indexed to all, May 2020
Market Factors
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- Working Hispanic women are a natural target for color cosmetics
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- Figure 10: Number of facial/eye/lip makeup product Hispanic women use, by employment status, May 2020
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- Figure 11: Hispanic women in the civilian labor force and employment, 2019
- Figure 12: Seasonally adjusted unemployment, total US vs Hispanics, January 2007-June 2020
- Lower median household income requires a focus on value
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- Figure 13: Median household income, by race and Hispanic origin of householder, 2018
- Figure 14: Median income of all US households and Hispanic households, in inflation-adjusted dollars, 2007-18
- Spanish-dominant Hispanic women drive engagement in color cosmetics
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- Figure 15: Language Hispanics speak at home, October 2018-December 2019
- COVID-19 negatively impacts women’s cosmetics use
- During the lockdown, the need for using color cosmetics vanished
- During the re-emergence, the level of concerns and disruption is still elevated
- This too shall pass
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- Figure 16: Short-, medium- and long-term impact of COVID-19 on Hispanic women and color cosmetics, July 2020
What’s Happening – What You Need to Know
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- Makeup is essential to Hispanic women’s identity
- Brands can use social media to engage with Hispanic women
- Brands can challenge Hispanic women to try new routines
- Hispanic women overindex for using mass brands
What’s Driving Behavior
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- Figure 17: Mintel Trend Drivers
- Hispanic women demonstrate who they are through their makeup routines
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- Figure 18: Changes in makeup pride, May 2020
- Hispanic women rely on technology to learn about makeup
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- Figure 19: Changes in influence via social media, May 2020
- Makeup routines are a meaningful experience
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- Figure 20: Changes in trial, May 2020
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Makeup Brands Used
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- Hispanic women gravitate toward mass brands
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- Figure 21: M.A.C Cosmetics Facebook post – Selena La Reina Collection, April 2020
- Figure 22: Brands of facial makeup Hispanic women use the most, indexed to all, October 2018-December 2019
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- Figure 23: Brands of mascara Hispanic women use the most, indexed to all, October 2018-December 2019
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- Figure 24: Brands of lipstick or lip gloss Hispanic women use the most, indexed to all, October 2018-December 2019
The Consumer – What You Need to Know
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- Hispanic women are more likely to use facial makeup
- COVID-19 and face masks will put the focus on eyes
- Lipstick and gloss are staples, COVID-19 may cause a shift
- Hispanic women shop across multiple retailers
- Knowledgeable store associates will be key to convert interest to purchase
- Functionality is important to Hispanic women
- Self-esteem drives Hispanic women’s engagement in the category
Facial Makeup Usage
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- Hispanics overindex for using facial makeup
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- Figure 25: Types of facial makeup Hispanic women use, indexed to all US women, May 2020
- Younger Hispanic women are open to embrace newer products
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- Figure 26: Types of facial makeup Hispanic women use, by age, May 2020
- Proving value is important for continued usage
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- Figure 27: Types of facial makeup Hispanic women use, by household income, May 2020
- Working outside the home motivates Hispanic women to use facial makeup
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- Figure 28: Types of facial makeup Hispanic women use, by employment status, May 2020
Eye Makeup Usage
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- Hispanic women use almost four eye makeup products on average
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- Figure 29: Types of eye makeup Hispanic women use, indexed to all US women, May 2020
- Hispanic Millennials drive eye makeup usage
- Hispanic women want bold, defined eyebrows
- False eyelashes have potential with Hispanic women
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- Figure 30: Types of eye makeup Hispanic women use, by age, May 2020
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- Figure 31: Types of eye makeup Hispanic women use, by language spoken at home, May 2020
Lip Makeup Usage
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- Lip gloss leads
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- Figure 32: Types of lip makeup Hispanic women use, indexed to all US women, May 2020
- Liquid lipstick is more popular than tube among younger Hispanic women
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- Figure 33: Types of lip makeup Hispanic women use, by age, May 2020
- Tinted lip balm has the potential to be the next big thing
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- Figure 34: Types of lip makeup Hispanic women use, by age, May 2020
Makeup Purchase Locations
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- Retailers’ fragmentation makes discovery more difficult
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- Figure 35: Count of beauty products purchase locations, May 2020
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- Figure 36: Beauty products purchase locations, by number of beauty products purchase locations, May 2020
- Walmart and drug stores are ambitious about their beauty businesses
- Specialty stores need to show value beyond the experience
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- Figure 37: Ulta Beauty Facebook post, June 2020
- Figure 38: Sephora Facebook post, June 2020
- Online retailers are good for repeat purchases
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- Figure 39: Beauty products purchase locations, by age, May 2020
- Figure 40: Beauty products purchase locations, by language spoken at home, May 2020
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- Figure 41: Beauty products purchase locations, by household income, May 2020
Makeup Purchase Drivers
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- Store associates will become an essential differentiating factor
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- Figure 42: Makeup purchase triggers, indexed to all, May 2020
- Brands need to connect at the personal level
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- Figure 43: Makeup purchase triggers – TURF analysis, May 2020
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- Figure 44: Table – Makeup purchase triggers – TURF analysis, May 2020
- Spanish-speaking Hispanic women may not find the confirmation they need in-store
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- Figure 45: Makeup purchase triggers, by language spoken at home, May 2020
- Online tools are not enough to drive purchases
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- Figure 46: Virtual and online tools as purchase triggers, by age, May 2020
Benefits Sought
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- Hispanics overindex for wanting functionality
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- Figure 47: Important factors in color cosmetics, indexed to all, May 2020
- Hispanic women want natural looking and long-wearing makeup
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- Figure 48: Important factors in color cosmetics – TURF analysis, May 2020
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- Figure 49: Table – Important factors in color cosmetics – TURF analysis, May 2020
- The core benefits sought are consistent across different levels of engagement
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- Figure 50: Important factors in color cosmetics, by number of products used (repertoire analysis), May 2020
Attitudes toward Color Cosmetics
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- Self-esteem drives Hispanic women’s engagement in the category
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- Figure 51: Attitudes toward color cosmetics, May 2020
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- Figure 52: Attitudes toward color cosmetics, by number of products used, May 2020
- Age brings “some” pragmatism to Hispanic women’s makeup usage
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- Figure 53: Attitudes toward color cosmetics, by age, May 2020
- Homogeneous groups may dictate same makeup looks among Spanish-dominant women
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- Figure 54: Attitudes toward changing makeup looks, by language spoken at home, May 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
- TURF methodology
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