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Latinas and 'redes sociales'.

Siempre Beauty III: Latinas and Social Media--a recent study which examines the role social media plays in beauty purchasing decisions among Latinas--has found that Latinas continue to outspend their general market counterparts across the beauty category at a rapid pace. In 2014, Latina cosmetic purchases were up by 7.4% while general market retail purchases fell by 1.2% across the beauty category.

The total beauty market is currently estimated at $4.3 billion and Latinas account for 13% in all cosmetic spending to date. Millennials dominate the beauty category as the largest growth factor in today's competitive market, according to Siempre Mujer magazine, the largest Spanish-language lifestyle magazine for Latinas in the US. The magazine is published by Meredith.

According to the study, Latinas follow brands and bloggers, more than celebrities to learn about cosmetics, fragrance, skin care and hair care. More than 70% of Latinas and general market women receive most of their beauty information through social media engagement. And the younger demographic ranks even higher with 84% of Latina millennials and 83% of general market millennials who consider social media the tool of choice to learn about today's latest beauty trends.

And what platform do they gravitate toward? Among Latinas, YouTube ranks as the No. 1 choice across social media platforms to acquire new beauty product information and usage tips reflecting the key role that video content plays in reaching this audience.

The study also found that 52% of Latinas and 48% of Latina millennials prefer to receive beauty information from social media in Spanish as well as English.

Other takeaways:

* More than half (55%) of Latinas prefer to follow US-based influencers and bloggers who provide access to bilingual content.

* Over 70% of Latinas and Latina Millennials research online first then go in-store to buy.

* 44% Latinas share or recommend brands/products with friends in their social network.

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Title Annotation:News Front
Publication:Household & Personal Products Industry
Date:Aug 1, 2015
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