Survey Says the Most Essential Product in a Latina's Beauty Regimen is not her Makeup
Deodorant Outranks Nearly 20 Products - Including Toothpaste and Makeup - for Helping Latinas Feel Most Confident
11 May, 2016, 09:57 ET
ENGLEWOOD CLIFFS, N.J., May 11, 2016 /PRNewswire/ -- Latinas continue to outspend their general market counterparts in the beauty space*, looking for the latest and greatest when it comes to the products and ways to enhance their natural look. Intrigued by their relationship with beauty, Dove fielded a national survey to unveil which of their morning routine staples they prioritize most and how these essentials impact their lifestyles, interactions with others and confidence. The results reveal some unsung heroes in Latinas' daily beauty habits.
While mascara and foundation spring to mind when thinking about beauty essentials, 75 percent of Latinas agreed that a beauty product is any product that makes a woman feel more confident.
When Dove asked Latinas to pick among their morning beauty routine products that keep them feeling most confident all day, respondents unquestionably ranked deodorant above the rest – twice that of toothpaste**, five times that of mascara, and seven times that of perfume and of eyeliner.
Deodorant was not only the product that made Latinas feel the most confident, but it was also a step in their morning beauty routine they'd never want to skip. In fact, they said putting on deodorant before leaving the house is:
- 5 times more important than putting on foundation or concealer
- 8 times more important than wearing lipstick or lip gloss
- 13 times more important than putting on perfume
The results of the survey also helped uncover the real impact underarms can have on how Latinas feel and act on any given day. When Latinas have forgotten to apply deodorant it was revealed that:
- 88 percent feel self-conscious
- 71 percent distance themselves from others
- 57 percent have gone back home to put it on
While odor and wetness protection spring to mind when thinking about caring for underarms, nearly 2 in 3 Latinas say they have experienced another type of issue, whether it be irritation, uneven skin tone, dry skin or red marks. These underarm issues also proved to impact their fashion choices with over half stating they avoid wearing sleeveless clothing when experiencing underarm irritation and other problems.
"The underarm area is susceptible to a wide range of skin concerns, especially for my Latina patients who've expressed concern around uneven skin tone and irritation," said Dr. Alicia Barba, Dove dermatologist, "When looking for an antiperspirant, I recommend upgrading to Dove Advanced Care because it offers more than just protection and provides moisturizing skin care benefits to help prevent and alleviate these issues."
In fact, the survey showed 92 percent agree they would prefer a deodorant that also provides skin care benefits in addition to odor and wetness protection. Yet, they often stick with what they know and only 4 in 10 have switched their deodorant in the last year.
"So many women are shocked to find out how important anti-perspirant is in their beauty regimen," said Matthew McCarthy, senior director of deodorants/anti-perspirants at Unilever. "A lot of women just accept odor and wetness protection as the key functional benefit of the products available today. But Dove is different. In addition to 48 hour odor and wetness protection, our NutriumMoisture formula adds in benefits that address a wide array of skincare needs."
With warmer weather approaching, now is the time to make the #EssentialUpgrade to Dove Advanced Care Anti-perspirant for 48-hour odor and wetness protection plus the skin care benefits of Dove with NutriumMoisture – 9 in 10 women agreed it made their underarms soft and smooth. Available in 15 unique fragrances, Dove Advanced Care's full line of products can be purchased at mass, food and drug retailers nationwide for SRP $4.99 (2.6 oz.).
Visit Dove.com for more information and connect with @Dove on Facebook, Twitter and Instagram using #EssentialUpgrade.
About the Survey
The survey, conducted by Edelman Intelligence, includes insights from 692 Hispanic women across the US aged 18 to 54. The survey was conducted in March 2016 using an online survey with a +/-4.17 margin of error.
*Hispanic Consumers Are The 'Foundation' For Beauty Category Sales, Nielsen Report 02/23/2015
Dove®, manufactured by Unilever, is the #1 recommended skin care brand by dermatologists. One in every three households uses a Dove® product, which includes beauty bars, body washes, face care, anti-perspirant/deodorants, body mists, hair care and styling aids. Dove® Men+Care™ launched in 2010 with products developed specially for men. Dove® is available nationwide in food, drug and mass outlet stores.
About Unilever United States, Inc.
Unilever is one of the world's leading suppliers of Food, Refreshments, Home and Personal Care products with sales in more than 190 countries. In the United States, the portfolio includes brand icons such as: Axe, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Unilever employs approximately 8,000 people in the United States – generating approximately $8.5 billion in sales in 2014.
The Unilever Sustainable Living Plan (USLP) aims to double the size of Unilever's business, while reducing its overall environmental footprint and increasing positive social impact. The USLP is a strategic response to the challenges businesses face operating in an uncertain and volatile world. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/.
Unilever ranked number one in its sector on the 2015 Dow Jones Sustainability Index.
The entire Unilever global factory network, as well as its U.S. non-manufacturing facilities, have achieved zero non-hazardous waste to landfill status.
For more information on Unilever U.S. and its brands visit: www.unileverusa.com
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Carolina Rincon Sato
Photo - http://photos.prnewswire.com/prnh/20160510/365772
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