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.