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How to Effectively Speak to Latina Beauty Consumers

You must first truly understand what the target audience is all about if you intend to sell to the Latina market.

Like lipstick, one shade does not fit all. To appropriately market to Latinas, just like any other demographic of women, a deep dive to truly understand what the target audience is all about is necessary.

Assuming that you will reach – and appeal – to the entire Latina audience through Latin print ads, Spanish language or Univision, is not viable. These strategies may capture the attention of the Hispanic immigrant population, but will deter acculturated or bicultural Latina consumers.

By 2020, it’s estimated that Latinos will represent 18% of the U.S. population, and of this growing demographic, 85% of Latinos identify themselves as bicultural.

Understanding how to effectively identify and speak to this growing consumer group is imperative to brand success.

Bicultural Latinas are Different From Their Mothers

Bicultural Latinas differ from their mothers or grandmothers (Hispanic immigrants who cling to their homeland traditions) and cousins (the more acculturated Latina population who have adopted the American culture) in that bicultural Latinas have managed to combine the best attributes of Hispanic culture with those of American practices.

For example, although most Latina women take great pride in their appearance, there is a divergence in the way traditionally Hispanic women and bicultural Latinas stylize their look.

Generally, traditional Hispanic women maintain cultural beauty standards; often a deeper lip color or an emphasis on the eyes through rich liner and mascara. Practiced for years, these traditionalists regularly preserve their cultural look and remain within this cosmetic space.

On the opposite end of the spectrum, bicultural Latinas embody both Latin and American beauty ideals. Staying current on cosmetic trends, bicultural Latinas incorporate fresh looks with traditional cultural standards.

Of course, as with any culture, there is a generational influence as well. Generation X, who has been most affected by the economic crisis, often purchases affordable masstige brands and maintains loyalty to those brands over time.

Meanwhile, Millennial Latinas are more apt to explore and try new brands. Engrossed in brand experience, Millennial beauty consumers enjoy experimenting with new brands through sample boxes, such as those offered by Birchbox and Glossybox.

This new wave of Latina consumers, acculturated and bicultural, are seeking acknowledgement and representation from brand marketers.

Advertisements featuring overly sexualized Latina women are met with aversion and rejection from today’s Latina audience. This one-sided stereotype is inordinately misguided and will most likely harm a brand rather than drive consumer interest.

Today’s Latina woman is educated and ever evolving; she wishes to see herself appropriately represented in advertisements in both diversity and voice. Latinas don’t want to be a segregated entity, but rather, a part of the larger consumer base.

The Brands Getting it Right

MAC Cosmetics is a brand that has done a relatively good job of including a vast array of ethnicities within their advertising – from the fair skinned New Zealand singer, Lorde, to Albanian actress/singer, Rita Ora, and the fabulously fierce, RuPaul.

Latina beauties Christina Aguilera and Fergie have also lent their faces to MAC Cosmetics. And more recently, MAC announced the upcoming release of a collaborative cosmetic line featuring the late beloved Latina singer, Selena Quintanill-Pérez. Harnessing the power of these diverse entities, MAC has effectively built a loyal multicultural following.

Not only do Latina consumers demand to be represented in advertisements, but in product lines, too.

Like most consumers, Latinas choose brands based on affordability – however – a brand’s ability to cater to her specific need is also a fundamental aspect of brand choice.

A prime example of the necessity of products representing authentic identity is within women’s foundation. Latinas embody a wide range of skin tones, from snow white to chocolate, thus, their purchasing decision may not solely rest on affordability or brand recognition, but rather, the brand’s product selection and ability to most appropriately match her skin tone.

L’Oreal Paris has made great strides in accommodating the needs of multicultural women over the past decade.

In 2004, L’Oreal created a beauty research facility in Chicago to expand its multicultural beauty division. And in 2014, L’Oreal’s True Match foundation was among the top 20 best selling beauty products in the United States. True Match has won high marks, not only for its blendability and weightlessness, but for its range of 18 shades as well. Endorsed by multicultural celebrities, Freida Pinto and Jennifer Lopez, True Match is a hit among ethnic women.

How Latinas Shop

An inheritably connected community, nearly 80% of Latinos engage in social media and are a driving force in new social platforms. 40% of Latino social media consumers share content as well as provide their opinions on brands and products – asking for advice, making product recommendations, and posting purchases.

Latinas seek the guidance of their family and friends, especially within the cosmetic sector. Brands that actively engage Latina consumers through social marketing will reach a broader audience.

The Bottom Line

As the Latino demographic continues to grow, it’s critical for marketers to recognize the needs, values and voice of not just traditional Latinos, but acculturated and bicultural too. Authentically communicating to these specific groups is crucial to the advancement and success of a brand.

Having the insight, and respectfully acknowledging traditional Latina values, while incorporating American characteristics adopted by biculturals will set a brand apart and pique Latina consumer engagement.