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Editor's Note Target Latinas Differently Marc Birenbaum Executive Editor mbirenbaum@creativeage.com "Beauty is a state of mind—a fabric of Hispanic culture." 4 February 2013 | beautystorebusiness.com I WANT TO SHARE WITH YOU THE results of a recent survey on U.S. Latina beauty consumers because it identifies huge opportunities for both retailers and marketers. Titled "Born into Beauty," the survey examines their consumer-spending habits, product preferences and the external cultural influences driving their beauty-purchase decisions. It's also known as the "2012 Hispanic Beauty Study" of Siempre Mujer (siempre mujer.com), a Spanish-language women's beauty/fashion and lifestyle magazine. If you're not familiar with this Meredith Corp. consumer magazine ("Always a Woman"), it was launched in 2005 as the first-ever Spanish-language lifestyle publication for Hispanic women living in the United States. The bimonthly publication now has an audience of more than 3.5 million nationwide. This telephone survey conducted by Hispanic Research Inc.—the second beauty study released by the Meredith Hispanic Ventures group—included Latinas, Siempre Mujer readers and non-Hispanic women from ages 18 to 49. My takeaways: • Latinas' consumer spending in beauty continues to skyrocket. Hispanics are expected to contribute $1.5 trillion in consumer-purchase spending by 2015, according to The Multicultural Economy Report, 2012, from the Selig Center for Economic Growth. And they will spend $9.1 billion in the personal-care category alone, according to Latinum Consumer Expenditure, 2010. • Latinas outspend general-market women per retail visit. More than half (52%) of all Latinas surveyed spend $25 or more per visit (versus 41% of general-market women). • Remarkably, 45% of Latinas reported that celebrity endorsements play an important role in their purchase decisions. • More Siempre Mujer readers (70%) and Latinas (61%) compared to general-market women (55%) expressed a desire to try new beauty products. • Latinas are savvy consumers who incorporate more products into their daily beauty regimens than general-market women, the survey says. They're going beyond hair care, nail care and lip care—and are embracing daily beauty regimens with antiaging, sun-protection and fragrance routines. • Latinas are more likely than generalmarket women to seek out and trust advice from beauty-brand representatives at department stores. • Two-thirds of Siempre Mujer readers and half of Latinas feel it's important to have brand representatives speak Spanish. "Marketers have a real opportunity to target Latinas across multiple subcategories of beauty," states Enedina Vega, Meredith Hispanic Ventures vice president and publisher. "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." Maria Marrero, Siempre Mujer editor in chief, adds, "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. Latinas care about the latest technology and want to make sure they are making the best beauty purchases possible." ■