Online Exclusive: Why Latinos Look So Good

Panelists, from left to right, Daniel Villarroel, Giselle Blondet, Cristian de la Fuente, Samy, and moderator Ruth Gaviria

Beauty brand owners should be aware that for Hispanic men, grooming rituals go beyond the basics.

By Steve Katz, Associate Editor

Univision, the media company serving the U.S. Hispanic community, recently took a long look at the personal care and grooming habits of the rapidly growing Latino demographic, and revealed their findings as part of a panel discussion. The event took place over breakfast, at New York City’s Bryant Park Grill, and while it was filled with laughter and lightheartedness from the celebrity panelists, the brand owners on hand were taking note, as they learned just how seriously Latinos take their grooming habits and products.

Ruth Gaviria, Univision’s senior vice president of corporate marketing, gave an overview of the study’s findings and moderated the panel, which comprised a range of influential and knowledgeable personalities from the worlds of beauty, entertainment and retail. On hand to lend their thoughts, experiences, and opinions were Univision’s Giselle Blondet; actor Cristian de la Fuente; David Salazar, the multicultural manager for Target Guest Insights; Samy, a celebrity stylist; and Daniel Villarroel, AVP for experiential and diversity marketing, Maybelline NY/Garnier. The panel discussed the Univision study’s findings, which were broken down to the three key grooming essentials for Latino beauty consumers: They celebrate “vanidad” over “machismo;” personal care rituals go beyond the basics; and they want brands to “speak my language, speak my culture.”

“Latinos derive a significant amount of self-esteem from smelling, looking and feeling their best, and now routinely engage in more refined personal care, such as nail care, lotions and neat trimming, with more frequency than non-Hispanics,” Giviria said. “This makes Latinos part of an extremely strong and vibrant growth opportunity for male personal care products.”

Vanidad over Machismo
Gaviria explained that the study’s respondents believe that “the way people see you is the way they treat you,” and identified themselves as “vanidisos,” which is another way of saying, “I take care of myself.” While 66% of respondents noted that feeling attractive to the opposite sex is a key factor, it was trumped by the workplace, where 76% of Latinos said: “It is more important to use grooming products to maintain my appearance in the workplace.”

“Looking good is an enabler to success,” declared David Salazar, adding, “It is a mentality embedded in our DNA.”

According to Samy, the attitude toward grooming literally starts from birth. He talked about how in his culture, it’s common for women to splash “violeta,” a violet-smelling cologne, on newborn babies. “It’s the women who influence who the male is today,” Samy said.

Beyond the Basics

(L-R) Christian de la Fuente, Ruth Gaviria, Giselle Blondet, and Samy

According to the Univision study, Latinos are on par with non-Latinos when it comes to the number of times per week they use basic grooming products like body wash, shampoo and conditioner. However, it was revealed that they use additional product such as hair styling products, moisturizer, and fragrance significantly more than their non-Latino counterparts. In fact, they spend $8 more per month than non-Latinos on personal care products, the study revealed.

Hispanic men engage in grooming behaviors previously considered only for women, as manicures, pedicures and eyebrow grooming are part of the Hispanic man’s personal care ritual. And more than twice as many Latinos than non-Latinos said they shower twice a day (34% vs. 16%).

Gavaria said that one survey respondent said, “My wife doesn’t know it, but I use her expensive wrinkle cream,” while another added, “I am a scent seeker,” contributing to the finding that Latinos are drawn to fragrance significantly more than non-Latinos (64% vs. 31%).

Christian de la Fuente admitted to always wearing cologne, and Dan Villaroel described a shelf – in what was his linen closet – that at any time contains about 10 different colognes.

“The Latino consumer is a beauty junkie. They buy beauty products,” Villaroel said.

And when it comes to the products they buy, packaging’s role is critical. “Latinos are shy about buying a product designed for a woman. They want to buy a masculine-looking product,” Samy said. And while many stores where beauty products are sold are geared toward women, the panelists concurred that retailers would be well-served to have ample counter space dedicated to men’s grooming and fragrance products. Macy’s, they concluded, was one store that gets it right.

Speak My Language, Speak My Culture
Discussing product ads and commercials, it became clear what it takes for Hispanic men to relate to them. Respondents expressed a deeper, cultural connection with ads in Spanish, and described them as more relevant and relatable. One respondent said, “Commercials get in your head little by little. When I see a commercial in English, it sinks in a little, but when I see a commercial in Spanish, it gets me!”

Ads geared toward education were also said to be a key feature for Latinos. Also, the study showed that Hispanic men enjoy trying new products they see on TV more than non-Hispanics, and Spanish-language TV and radio ads ranked directly behind in-store demos as the leading factor driving brand purchases.

It’s Not ‘One Size Fits All’
Today, in the U.S., Hispanic men account for 20% of all men aged 18-49, and in key markets such as Los Angeles, Houston and Miami, one of out of 2 men 18-34 is of Hispanic origin. And the demographic is only growing.

Gavaria suggested that for those who want to grow their brand among this market, it’s critical to understand the Latino consumer. “Validate his ambition to achieve and be recognized, speak to him in a culturally relevant way, and include him in your marketing strategy,” she said.

The panelists urged brand owners that to succeed in this market, it’s important to cater to the Latinos’ wants and needs. “You really have to take a look at your product line,” Villarroel said. “One size fits all is not the answer.”