Table of Contents
Introduction and Abbreviations
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- Introduction
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Hispanic growth outpacing U.S., future growth will be driven by births, not immigration
- More Hispanic females by 2020, and accelerated growth for personal care
- Hispanics like to “look their best” and spend accordingly
- Personal care product purchases have many influences
- Hispanics respond to targeted media, but it may not be essential
- Ethnic products have opportunity but mixed results
- Hispanics spend more on haircare
- Hispanic interest in anti-aging products is high, but their actual need may not be
- Hispanics are heavier soap users
- Hispanic women are keen on cosmetics, and Avon in particular
Demographics
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- Introduction
- Hispanic growth is outpacing U.S. population
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- Figure 1: U.S. population, by Hispanic origin, 2001-11
- Future Hispanic growth will be driven more by births than immigration
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- Figure 2: Hispanic population growth, by generation, 1980-2020
- Belief systems vary by level of acculturation
- First generation Hispanics are more responsive to Hispanic targeted media than later generations
- More Hispanic females by 2020 could accelerate growth of personal care products
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- Figure 3: Number of U.S. Hispanic haircare, skincare, and cosmetic and nail care users, by gender, 2000 and 2020
- Hispanics have higher levels of employment—and women’s participation is rising
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- Figure 4: Male and female labor force participation—Hispanic and non-Hispanic, by gender, 1984-2014
- Lower incomes do not limit Hispanics’ personal care consumption
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- Figure 5: Median household income, by race and Hispanic origin, 2004
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- Figure 6: Spend on personal care products, by product type, by Hispanic origin, 2004
Hispanic Attitudes Towards Personal Care
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- Introduction
- Most Hispanic women like how they look
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- Figure 7: Agreement with The Dove Report question “I like how I look” —Hispanics and non-Hispanics, 2004
- Hispanics, especially women, like to “look their best every day”
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- Figure 8: Attitude and approach to personal care—Hispanics, by gender, April-May 2006
- Aging and children do not diminish efforts to “look their best every day”
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- Figure 9: Take the time to look their best—Hispanics, by age and presence of children, April-May 2006
- Income and education have limited impact on personal appearance
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- Figure 10: Take the time to look their best—Hispanics, by household income and education, April-May 2006
- Level of acculturation—strongest predictor of which Hispanic respondents wish to “look their best every day”
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- Figure 11: Take the time to look their best—Hispanics, by nativity, language spoken, and length of time in the U.S., April-May 2006
- Men like to look good too
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- Figure 12: Hair styling products used by males, by race/ethnicity, January-September 2005
- Attitudes towards aging and skincare
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- Figure 13: Look for products to reduce signs of aging—Hispanics, by age and gender, April-May 2006
- Influences for purchase decisions
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- Figure 14: Influence on hair and skincare product purchases by family and friends—Hispanics, by age and gender, April-May 2006
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- Figure 15: Influence of hairstylist on purchase of haircare product—Hispanics, by age, gender and race, April-May 2006
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- Figure 16: Influence of celebrity endorsement on purchase of haircare products—Hispanics, by nativity, language spoken, household income and education, April-May 2006
- Hispanics like to try out new brands and products
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- Figure 17: Inclination to try new hair and skincare products—Hispanics, by gender and age, April-May 2006
- Ethnic products have mixed results
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- Figure 18: Ethnic health and beauty care—household penetration and spend per buyer, by non-Hispanics, Hispanics and language spoken, 2004
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- Figure 19: Interest in ethnic skincare—Hispanics, by gender, nativity and language spoken, April-May 2006
- Hispanics receptive to targeted media and advertising
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- Figure 20: Top Hispanic advertisers in hair and skincare, cosmetics and nail care, 2003 and 2004
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- Figure 21: Usage of selected high indexing personal care products—Hispanics and non-Hispanics, and Hispanics by nativity, fall 2005
- Interest in natural products
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- Figure 22: Interest in skincare products with natural ingredients—Hispanics, by gender, nativity and language spoken, April-May 2006
Haircare Products
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- Haircare product usage by Hispanics
- Introduction
- Shampoo—Hispanic and non-Hispanic usage by gender
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- Figure 23: Usage of shampoo products, by type, Hispanic and index vs non-Hispanic, Hispanics by gender, fall 2005
- Conditioner—Hispanic and non-Hispanic usage by gender
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- Figure 24: Usage of conditioner products, by type, Hispanic and index vs non-Hispanic—Hispanics by gender, fall 2005
- Hispanic shampoo and conditioner usage—frequency
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- Figure 25: Frequency of usage for shampoo and conditioner, Hispanic and non-Hispanic, Hispanics by gender, fall 2005
- Styling products—Hispanic and non-Hispanic usage by gender
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- Figure 26: Styling products usage, by type—Hispanics and non-Hispanics, by gender, fall 2005
- Scented hairspray preferred
- Hair color—Hispanic and non-Hispanic usage by gender
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- Figure 27: Usage of hair color products, by type—Hispanics and non-Hispanics, by gender, fall 2005
- Haircare brand usage by Hispanics
- Introduction and summary of brand preferences
- Media expenditures have an impact
- Hispanic usage is not always driven by media
- Hispanics who splurge prefer Paul Mitchell
- Shampoo and conditioner
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- Figure 28: Brand usage of shampoo and conditioner, Hispanic and index vs non-Hispanic, fall 2005
- Styling creams, gels and lotions
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- Figure 29: Brand usage of styling creams gels and lotions, by gender, Hispanic and index vs non-Hispanic—Hispanics, fall 2005
- Hairspray
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- Figure 30: Brand usage of hairspray, by gender, Hispanic and index vs non-Hispanic, fall 2005
- Hair color
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- Figure 31: Brand usage of hair color, Hispanic and index vs non-Hispanic, fall 2005
Skincare Products
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- Skincare product usage by Hispanics
- Introduction
- Soap products—Hispanic usage by gender
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- Figure 32: Usage of soap products, by type, Hispanics and non-Hispanics, and Hispanics by gender, fall 2005
- Bar soap—Hispanic frequency of product usage by gender and nativity
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- Figure 33: Frequency of bar soap usage, Hispanics and non-Hispanics, and Hispanics by nativity, fall 2005
- Lotions and moisturizers—type—Hispanics usage by gender
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- Figure 34: Usage of lotion/moisturizers products, by type, Hispanic vs non-Hispanic, and Hispanics by gender, fall 2005
- Lotions and moisturizers by type—Hispanics usage by nativity and heritage
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- Figure 35: Usage of lotions and moisturizers, by type, Hispanic vs non-Hispanic, and Hispanics by nativity and heritage, fall 2005
- Lotions and moisturizers by form—Hispanic usage by gender
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- Figure 36: Usage of lotion/moisturizers products, by form, Hispanics and non-Hispanics, and Hispanics by gender, fall 2005
- Cleansers and medicated products—Hispanic usage by gender
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- Figure 37: Usage of cleansers and medicated products—Hispanics and non-Hispanics, and Hispanics by gender, fall 2005
- Cleansers and medicated products—Hispanic usage by age
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- Figure 38: Usage of cleansers and medicated products—Hispanics, by age, fall 2006
- Skincare Brand Usage by Hispanics
- Introduction and summary of brand preferences
- Bar soap preferred brands concentrated on a few
- Nivea and Pond’s preferred in the moisturizer category
- Aveeno, Avon and Pond’s are Hispanic favored brands for treatments
- Bar and liquid soap
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- Figure 39: Brand usage of bar and liquid soap, Hispanics and index vs non-Hispanic, fall, 2005
- Hispanic-preferred brands, cleansing and medicated, creams and lotions
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- Figure 40: Brand usage of cleansing, medicated products, lotions, moisturizers and creams—Hispanics and index vs non-Hispanic, fall 2005
Makeup and Nail Care Products
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- Makeup and nail care product usage by Hispanics
- Introduction
- Makeup and nail care product usage, Hispanics compared to non-Hispanics
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- Figure 41: Usage of cosmetic products, by type—Hispanics and non-Hispanics, fall 2005
- Eye makeup is more important to Hispanics
- Presence of kids, lack of time not a barrier in Hispanic eye makeup usage
- Hispanic makeup and nail care usage by age
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- Figure 42: Usage of cosmetic products, by type—Hispanics, by age, fall 2005
- Brow pencil usage rises with age of respondent—while eyeliner and mascara drop off
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- Figure 43: Graph: Usage of eye makeup—Hispanics, by age, fall 2005
- Blusher, foundation lipstick and nail polish all used well into middle-age
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- Figure 44: Usage of foundation, blusher, nail and lip color, Hispanic women, by age, fall 2005
- Hispanic makeup and nail care usage by heritage
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- Figure 45: Usage of cosmetic products, Hispanics vs non-Hispanics, and Hispanics by heritage, fall 2005
- Hispanic makeup and nail care usage by nativity
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- Figure 46: Usage of cosmetic products—Hispanic women, by native-born/foreign-born status, fall 2005
- Hispanic frequency of makeup and nail care usage by nativity
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- Figure 47: Frequency of makeup and nail care usage—Hispanics, by nativity, fall 2005
- Makeup and nail care brand usage by Hispanics
- Summary of brand preferences
- Avon number one brand—and twice as popular with Hispanics
- Mainstream brands Maybelline, Cover Girl and Max Factor hold widespread appeal—but L’Oréal speaks more to Hispanics
- Even low income Hispanics splurge on prestige brands
- Lipstick and nail polish
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- Figure 48: Brand usage of lipstick and nail polish—Hispanics and index vs non-Hispanic, fall 2005
- Eye makeup and mascara
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- Figure 49: Brand usage of eye makeup and mascara—Hispanics and index vs non-Hispanic, fall 2005
- Facial makeup—foundation and blusher
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- Figure 50: Brand usage of foundation and blusher—Hispanics and index vs non-Hispanic, fall 2005
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