Vital Findings' Study Reveals the Beauty of the Latina Consumer Mindset

28 April 2016 | 

 Latinas are Driven by Cultural Beauty Norms

According to our study, 75% of Latinas agree that beauty is an important part of their culture compared to 56% of non-Hispanics. Latinas learn about beauty from their moms at a young age, the love for beauty is passed down from mothers to daughter. In fact, 66% say that they were taught at an early age that maintaining their appearance is important. And it’s not just about looking good for themselves: Latinas are more likely to say they want to look good so their family will be proud of them (67% vs. 48% for non-Hispanics).

More Beauty Products More Often

Latinas’ exploratory nature and the high standards Hispanic culture places on beauty plays a role on beauty routines, which means Latinas end up using more beauty products. In fact, 96% of Latinas say they need at least one product before leaving their home vs. 24% of non-Hispanics who are willing to leave their home with nothing on. This leads to Latinas spending an average of 40 more minutes getting ready on a daily basis versus their non-Hispanic counterparts.

This is the first of two articles on our beauty study. Stay tuned next week where we’ll share additional insights on the Latina beauty consumer’s shopping habits and how to effectively engage her.


In The News

July 16, 2015

Vital Findings continues to deepen its senior team bench strength with the addition of former Millward Brown Director Beth O’Shaughnessy as Senior Director of Research and Design. O’Shaughnessy will be responsible for leading major accounts and supporting the company’s innovation efforts in research methodology and information design. She will report to Jason Kramer, Managing Director of Vital Findings.

Read the announcement here.

October 16, 2014

As Vital Findings continues to expand its marketing research and consulting services, the company has appointed Amanda Hirsch as Vice President to evolve its strategic consulting services and manage growth into new verticals.  Amanda has an extensive market research background with a wide range of industry expertise including apparel and footwear, technology, CPG, media and entertainment, healthcare, automotive, gaming (interactive and casinos) as well as hospitality. Amanda was most recently VP at Millward Brown, where she led large-scale global brand and ad tracking, copy testing, segmentation, brand equity and custom research for Fortune 500 companies. She will report to Jason Kramer, Managing Director of Vital Findings.

Read the announcement here.

January 23, 2014

Following the unveiling of a series of weird and wonderful gadgets at the Consumer Electronics Show 2014, Vital Findings has unveiled an infographic to ask if the future really is now. No specific conclusion can be drawn from the infographic, which found in some ways we are (in terms of wearable technology and video communication), but lack of jetpacks let us down.

 Infographic: 2014 - is the future now?

 Vital Findings :: Is The Future Now? Infographic

March 05, 2013

Vital Findings has appointed former Nielsen and Maritz exec Mary Rubin as Vice President, to work closely with founder Jason Kramer to grow the business and expand its intellectual assets. Read the announcement here:

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March 27 and 28, 2012

Vital Findings conducted two consumer panels for the PEVE Home Entertainment conference, the leading European conference for home entertainment. Read the announcement here.

Watch the video of the panels here.