While hair and skin type may be varied, attitude and style dictate some big spending. Virtually all Latinos feel the need to be well-groomed, versus 8 in 10 Americans overall, research shows.
"Hispanic women are higher users of beauty products than non-Hispanic women," said Rochelle Newman-Carrasco, president and co-founder of Enlace Communications, a Los Angeles ad agency that helps clients reach the Latino market. "The sheer numbers of Hispanic women in the U.S. are growing, and as the middle-class and upper-middle-class constituency grows and Latinas have more disposable income, there's nothing stopping them."
In the last year alone, big hair-care and cosmetic manufacturers have increased their advertising and product promotion to Latinos. Still, the hands-on education and outreach that really wins Latino consumers is still rare, Newman-Carrasco said.
