Beauty Store Business

MAR 2017

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40 March 2017 | Naturally Curly's content and marketing manager Devri Velázquez has observed that "a universally pleasant fragrance that the entire family can use matters." Looking forward, Gil says the His- panic beauty consumer will also add to the growth in the baby and antiaging categories—something retailers ought to keep in mind. "In the short- and long-term, Latinos are a very promising consumer for the business," says Gil. THE RETAIL RESPONSE Engaging Hispanic beauty customers on a cultural level is key to meeting their needs and interests as consumers. In the Google article "New Research Shows How to Connect With U.S. Hispanics Online," food, family, holidays and tradi- tion ranked highest in terms of Hispanic market appeal—suggesting the type of messaging and imagery that resonates with them. Experts agree that reach- ing Hispanic consumers through cultural connections far outweighs any marketing efforts using bilingual or Spanish language. "Retailers can send signals Hispanic shoppers will pick up on very quickly," says Sanderson. "For example, if their lifestyle images have relatable talent, and approach beauty with a Hispanic sensibility, Hispanic shop- pers will notice and think 'this is a store for me.' Once you have signaled that you are inviting the Hispanic consumer in, you must have the right assortment and the right experience to win their hearts. In the beauty space, Hispanics like to explore, feel, smell and try things on their skin. Retailers that allow for such exploration will win with Hispanics. Additionally, they need to have a range of colors for foundation, concealers and bronzers that will appeal as well as colors that pop for lip and eyes." Luis Izquierdo, marketing and sales man- ager for TCN, a distributor of Hispanic beauty products, suggests that retailers partner with distributors and vendors that specialize in the Hispanic market and demographic. "Most of our customer base is comprised of first-generation Hispanics. They tend to consume imported brands (from Latin America) and U.S. brands that are specifi- cally designed for the Hispanic population. "In general, first-generation Hispan- ics tend to use nostalgic brands or brands they already knew or used in their native countries. Some of those brands belong to international corporations; but they tend to prefer the Latin-American ver- sion versus the American one," continues Izquierdo. "U.S.-born Hispanics, generally, have been more exposed to other U.S. and international brands, and therefore are more inclined to use brands that are considered more mainstream and easier to access. Both generations look for a good value in price versus quality. But according to our experience, first-generation Hispanics are willing to spend a little more (for imported products) for a brand they knew before moving to the United States." Speaking of price, it's one of the chief influences in Hispanic beauty-buying decisions, as are accessibility and brand knowledge. Whatever the case, Gil concurs with Jhin that retailers must discover what motivates their particular shoppers' prod- uct and brand choices. In her experience, predominantly Spanish-speaking beauty consumers tend to spend more on hair coloring, hair growth and personal care while English-speaking Hispanics tend to spend more on hair spray and powders. Generationally, there are also differences. "Older generations place greater empha- sis on skin care while younger Latinos are more easily influenced by celebrity endorsements," explains Gil. "Younger His- panics are more likely to buy in the moment than older Latinos. So, for marketers, it is important to understand that this is not a one-size-fits-all approach. Differ- ences exist among Hispanic consumers, [including] by age, gender and preferred languages spoken at home." The current and projected popula- tion growth and collective buying power of Hispanic beauty consumers make it worthwhile for beauty retailers to stock their stores, accordingly. Jhin sums up the opportunity with the following: "What does this multicultural-market opportunity mean for our beauty stores? While a lot of these customers are already shopping in our stores, their full buying potential has not [yet] been reached. [Therefore], Jinny Beauty Sup- ply is creating new sales by offering the assortment of products [Hispanic] customers are looking for." ■ Manyesha Batist is a freelance journalist based in Denver.

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