I’ve heard it stated before that the sale of “small luxuries” like lipsticks and other beauty products actually increase during times of economic recession. It seems this is ringing especially true right now with Latinas! Latinas are more image conscious than non-Latinas in that 57% (compared to 42% of non-Latinas) said that they do “whatever it takes to look younger”. In fact, Latinas are actually spending more than women of other races in the clothing, footwear, accessories and make-up departments!
Some cosmetic brands (Sephora, Clinique, L’Oreal) have already foreseen the great buying power that the Hispanic community presents and have expanded their line of products to incorporate more appealing options for Latinas. Also, and possibly more important, these products live alongside and often in conjunction with their general market counterparts. By doing this, these brands are actually creating a sense of acknowledgement amongst Latinas. And being that Latinas are brand loyal consumers, I think it’s safe to say that no brand can afford ignoring them!