Hispanic Women Want Beauty Marketers to Speak Their Language, Reports Mintel

Jun 14, 2010, 15:46 ET from Mintel

CHICAGO, June 14 /PRNewswire/ -- Recent research from Mintel suggests that Hispanic women feel underrepresented in the beauty and personal care aisle. Over half of survey respondents said they would like to see more personal care products designed just for them and 64% would like more hair care products created specifically for Latinas.

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"It can be a very daunting task for companies to hone in on the specific needs of their Hispanic customers," says Leylha Ahuile, senior multicultural analyst at Mintel. "Latinas come in a variety of shades, so a wide range of products must be developed to cater to every pigment and hair type."

Hispanic women are especially concerned with the box or bottle their favorite products come in. Eighty-one percent of Latinas surveyed report that they would like to see more personal care products with bilingual packaging. Younger Hispanic women are more inclined to express a desire for bilingual packaging than their older counterparts.

"Hispanic consumers often look at bilingual packaging as a way of being acknowledged and respected by a brand, not because they are unable to read English," notes Leylha Ahuile. "The lack of Spanish-language packaging has the potential to make these women feel ignored by manufacturers."

Latina women are younger than the average US female population, and 62% of the Hispanic female population has yet to enter their peak earning years (35+). As a result, Mintel believes Latina purchasing power is definitely on the rise.

Please join Leylha Ahuile for a FREE webinar on June 16 at 2 pm CDT as she presents, "Marketing to Today's Latina."

Register here: http://tinyurl.com/26ood6p

About Mintel

Mintel is a leading global supplier of consumer, product and media intelligence. For more than 38 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analysis that directly impacts client success. With offices in Chicago, New York, London, Sydney, Shanghai and Tokyo, Mintel has forged a unique reputation as a world-renowned business brand. For more information on Mintel, please visit www.mintel.com. Follow Mintel on Twitter: http://twitter.com/mintelnews

SOURCE Mintel



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