Hispanic women are more likely than other women to agree with the statements “I like the way I look” and “I take the time to look my best every day.” This level of interest in personal appearance and grooming holds true regardless of age or the presence of children in a household, and suggests that Hispanic women not only show a high degree of self-confidence, but also make consistent efforts to maintain stylish hair, makeup, and nail care. Hispanic men also show a higher-than-average interest in looking their best and many of their personal care preferences mirror those of Hispanic women.

Usage of personal care products is nearly universal, with an overall household penetration of over 95% among men and women of all population segments. While many Hispanics use the same products and brands as non-Hispanics, some distinctions emerge for brands, products and frequency of usage. What’s more, demographic shifts among the Hispanic population will make these variations either more or less distinct over time depending on the product or brand.

Attitudes, which drive purchase behavior, vary among Hispanics as well. These variations are most pronounced by age, gender and birthplace. Hispanic demographic trends, attitudes towards personal care and specific brand and product preferences are all discussed in this report, including present and future trends.

This report examines the demographics, attitudes and trends that affect Hispanic personal care products and their consumption. Personal care products are defined as:

Haircare: shampoo, conditioner, styling products, hairspray and hair color

Skincare: soap, cleansers and medicated products

Cosmetics and nail care: lipstick, nail polish, foundation, blusher, eye makeup.