BeautyLink - Volume 7, Issue 3 - (Page 36)

MULTICULTURAL CORNER Hispanic Millennials - A Market for Growth "HISPANIC MILLENNIALS ARE the coveted Millennial The Hispanic Millennial market is primed for growth. Beauty schools can tap into Hispanic buying power by hosting social events, marketing via mobile channels, and offering YouTube tutorials. 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," Valletta says. A Culture that Values the American Dream and Beauty BY SUSAN MILLER 36 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. 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 the rest." 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
Producing Professionals
Fall’s Top Nail Trends
Superstar Graduate
Beauty Schools Aim to Bring New Life to Nail Tech Programs
Multicultural Corner
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