BeautyLink - Volume 7, Issue 3 - (Page 36)
Hispanic Millennials -
A Market for Growth
"HISPANIC MILLENNIALS ARE the coveted Millennial
can tap into
consumer," says Liliana (Lili) Gil Valletta, president
of XL Alliance, media contributor and Latina beauty
expert. Numbers tell part of the story. Latinos are
expected to grow at a +167 percent rate through
2050 compared to just +1% for non-Hispanic whites.
On average, this population is 10 years younger than
their non-Hispanic counterparts.
In February 2015, a total of 22.7 million Hispanic
Americans were Millennials, according to Target
Latino, a Hispanic marketing blog. While the population is diverse, Valletta says beauty schools should
consider some key cultural factors that present
opportunities for schools to leverage the influence
of Latina beauty culture.
"Thanks to the JLo, Sofia and Shakira effect,
Latinas are graduating from being niche to mainstream beauty influencers," Valletta says. While there
is a very empowering movement of "beauty from the
inside out," Latinas are about beauty from the outside
as a mirror to the inside. "Beauty is a statement of
pride and confidence to be carried with you always,"
Valletta says of the Latina community.
Because beauty is steeped in the Latina culture,
Valetta says salons are not a place to "get away" but a
place to connect. She advises salons to create opportunities for social exchange and suggests hairstylists offer Latina clients tips and services that
help them achieve their beauty goals. Open
houses, social events and referral programs
such as a "bring a friend discount" as well
as packages for weddings, graduations, and
quinceaneras can be powerful marketing
tools. "There is nothing more valuable
than one satisfied Latina who will 'brag'
about where she went and share her
experience with amigas and relatives,"
A Culture that Values the
American Dream and
While young Hispanics
tend to hold on to some
cultural traditions - primarily music and food
- they are abandoning old
notions of class hierarchies and want to
be seen as heroes, healers, and rescuers
as well as small business owners who
embody the "American Dream."
And this culture loves beauty products.
Nielsen's 2015 study, "Hispanics are the
| B E AU TYLINK | N A ILI NG IT! | 2015
Foundation for Beauty Category Sales," reports that
Hispanic consumers are more likely to spend money
on hair care than the general market, accounting
for 16 percent of U.S. sales in this category. And it's
not just women. "Latinos are very vanidosos (vain),"
says Valletta, outspending non-Hispanic men on
hair care and grooming products.
More Than Twice as Likely
to Use YouTube
Forget about relying on Spanish language media
to reach this demographic. According to Nielsen, a
whopping 73 percent of 18-to-29-year-old Hispanic
Americans watched English-only television or a combination of English and Spanish in the past seven
days, and only 4 percent exclusively watched Spanishlanguage television. Similarly, when Millennial
Hispanics read magazines or visit websites, they
are more likely to read English-only content.
What media are effective in engaging this demographic? Millennial Hispanics are nearly 66 percent
more likely to connect via mobile than non-Hispanic whites and nearly twice as likely to own a
tablet. And while their Facebook
use is similar to other ethnicities, Millennial Hispanics are
almost twice as likely to use
YouTube according to www.
Finally, some unique
character qualities distinguish Millennia l
Hispanics. HispanicMarketing.com reports,
"Unlike their Gen Y
counterparts who have
been told over and over
again that they are special
and expect the world to treat
them that way, Hispanic Millennials see themselves as part
of their families and communities and not separated from
Susan Miller is PR Director
for 5MetaCom, a Carmel, Ind.
marketing and advertising agency, a
contributor to BeautyLink magazine
and a business columnist for The
Herald Bulletin, a daily newspaper
in Anderson, Indiana.
PHOTO BY CARLOS PERA
Table of Contents for the Digital Edition of BeautyLink - Volume 7, Issue 3
Message From the Aacs President and CEA Chair
CEA Annual Convention & Expo Preview
Event Recap: 2015 Spring Executive Retreat & Financial Aid Workshop
AACS’ New State Relations Program Advisor
And Than There's Compliance
Fall’s Top Nail Trends
Beauty Schools Aim to Bring New Life to Nail Tech Programs
A Student's Perspective
Beauty Changes Lives
People & Places
New Products and Services
Associate Member Profiles: Nail Specialty Companies
New School Members
Upcoming 2015 Events
Index to Advertisers
BeautyLink - Volume 7, Issue 3