New Survey Identifies Opportunity For Marketers To Better Target Latina Beauty Consumers At Retail

USA - English

• Latin America - español

The study, which surveyed over 900 women including Latinas, non-Hispanic women, and Siempre Mujer readers and is the second beauty study released by Meredith Hispanic Ventures, reinforces that Latinas are savvy consumers who incorporate more products into their daily beauty regimen than general market women.

Born into Beauty, which also identifies key points of differentiation between Latinas and general market women, is released as Latinas' consumer spending in beauty continues to skyrocket. Hispanics are expected to contribute $1.5 trillion in consumer purchase spending by 2015[i] and spending $9.1 billion in personal care category alone.[ii] Moreover, Latinas are also outspending general market women per retail visit; more than half (52%) of all Latinas spend $25 or more per visit, versus only 41 percent of general market women, according to the report.

LATINAS FOLLOW SOPHISTICATED BEAUTY REGIMENS: LAYERING MULTIPLE PRODUCTS
Latinas are going beyond just lip, nail and hair care and are embracing daily beauty regimens with anti-aging, sun protection and fragrance routines, according to the survey. In fact, more Latinas (61%) and 70 percent of Siempre Mujer readers, note a desire to try new products compared to only 55 percent of general market women.

MARKETERS NEED TO TARGET LATINAS DIFFERENTLY
"Marketers have a real opportunity to target Latinas across multiple subcategories of beauty. This study clearly identifies actions they can take to develop a deeper connection with the Latina beauty consumer, particularly at retail and at point of purchase," says Enedina Vega, Vice President  & Publisher; Meredith Hispanic Ventures.

The survey shows that Latinas (54%) are almost twice as likely to seek and trust counsel from brand representatives at department stores more than general market women (30%). Moreover, 50 percent of Latinas and 66 percent of Siempre Mujer readers feel that it is important to have the brand representatives speak their language behind the counter.  Also, a credible voice matters: 45 percent of Latinas say celebrity endorsements are an important part of their purchase decision.

"Latinas are not only early adopters who shop everywhere; they are beauty junkies who do their research and want to know all the product details. Beauty is a state of mind, a fabric of Hispanic culture," says Maria Marrero, Editor in Chief, Siempre Mujer.  "Latinas care about the latest technology and want to make sure they are making the best beauty purchases possible."

About Siempre Mujer
Launched in September 2005, Siempre Mujer is the first-ever Spanish-language lifestyle publication for Hispanic women living in the United States. Published by Meredith Corporation (NYSE: MDP), Siempre Mujer reflects the lifestyles, aspirations and dreams of Hispanic women who keep their traditions alive and embrace new American values. Siempre Mujer helps the Hispanic woman navigate this new culture by covering the worlds of: fashion and beauty; food and entertaining; family and parenting; culture and entertainment; relationships and self-development; health and fitness; finance; and home decor. The bi-monthly national magazine has a rate base of 550,000 and an audience of more than 3.5 million. 

About Meredith Hispanic Ventures
Meredith Hispanic Ventures is the leading media, marketing and communications group reaching Hispanic women in the United States at every life stage.  Its collection of empowering brands includes Siempre Mujer, Ser Padres, Ser Padres Espera and Ser Padres Bebe.  These brands  focus on the core passions of Family, Home and Self at a time when consumers are focused on what matters most.  The Meredith Hispanic Ventures portfolio also includes custom publishing, content licensing, HOLA Profiles™ Research, database marketing, events, Word-of-Mouth Marketing, and Video Solutions.  Siempre Mujer and Ser Padres are also available on the Zinio platform. Meredith Hispanic Ventures is owned by Meredith Corporation, which reaches 75 million active and involved women, more than any other media company.

Survey Methodology
The survey was conducted by Hispanic Research Inc. and was commissioned by Siempre Mujer Magazines and Meredith Corporation. It was a nationwide telephone survey of U.S. women age 18-49, with 402 Hispanic women, 305 general market women and 202 Siempre Mujer subscribers.  The margin of error is 5%.

[i] Selig Center for Economic Growth's The Multicultural Economy Report, 2012
[ii] Latinum Consumer Expenditure, 2010

SOURCE Siempre Mujer