Siempre Mujer Reveals Social Media’s Impact on Latina Consumers

Latinas consistently outspend their non-Hispanic counterparts across the beauty category and Millennials control the category, reveals the latest Siempre Mujer study of Latinas.

The magazine’s Siempre Beauty III: Latinas and Social Media study explores the relationship between social media and beauty product purchasing trends among Latinas, non-Hispanic women and Millennials.

Results from new study – which surveyed 800-plus women - revealed that while non-Latino retail purchases fell by 1.2 percent across the beauty category, cosmetic purchases among Hispanic women were up 7.4 percent. Latinas account for 13 percent in all cosmetic spending to date.

María Cristina Marrero, group content chief of Siempre Mujer’s parent company Meredith Hispanic Media, describes Latinas as “beauty junkies at heart.” She recognizes that they are “savvy consumers,” who, “incorporate more products into their daily beauty regimen,” and serve as a, “trendsetting demographic that is open to experimentation when it comes to new products and innovative brands.”

The third beauty study released by MHM as part of the “Siempre Beauty” research series, Siempre Beauty III: Latinas and Social Media considers what social media platforms Latinas utilize most when searching for information on beauty products, brands, and trends.

The results reveal that, for Latinas, YouTube ranks as the No.1 choice to acquire new beauty product information and usage tips, reflecting the importance that video content plays in reaching this audience.

The 2015 study provides valuable consumer insights and identifies key differences between Latinas and non-Hispanic women as consumers. It also includes millennial market trends from both segments.

Statistics show that while over 70 percent of Hispanic women and non-Latinas receive most of their beauty information through social media, it ranks even higher among the younger demographics. Siempre Beauty III: Latinas and Social Media shows that 84 percent of Latina Millennials and 83 percent of their non-Hispanic counterparts consider social media their top choice when learning about the latest beauty trends.

Additionally, the study proves that over 70 percent of Hispanic women and Latina Millennials conduct online research before going in-store to buy, and 44 percent of Latinas share or recommend brands/products with friends in their social network.

Similarly, 70 percent of Latinas and Latina Millennials “like” sponsored beauty posts, compared to less than half in the non-Hispanic market, with only 27 percent of the women and Millennials “liking” the posts.

Veronica Viviana Wilson, Associate Publisher of MHM Group, says that, “Latina Millennials and the growing impact of social media represents a whole new driving force in today’s marketplace. At the forefront of technology, most Latina consumers are digitally savvy shoppers who find beauty deals everywhere.”

The nationwide online survey was conducted by Hispanic Research Inc. and was commissioned by Siempre Mujer Magazine and Meredith Corporation. Fielded between January and February 2015, it included U.S. women between the ages of 18 and 49 - 419 Hispanic women and 410 non-Latinas.