With the 4th of July still fresh in our minds, it’s an opportune time to reflect upon the cultural diversity and neophilia that makes the United States as vibrant as it is. Demographically, African-American, Asian, Indian, Hispanic and other people of color already number over one-third of the U.S. population—and their spending power is rising fast. For example, the Asian population, the group with the highest annual household spending in the United States, has seen over 43% growth since 2000. These all are viable markets with distinctive requirements and expectations.
These consumers defy traditional market segment definitions—instead they exhibit contextual cultural identity, thus and companies need to evolve their approach in terms of both product design and marketing messages. Knowing information such as that a significantly higher percent of Hispanics use hair styling gel as compared non-Hispanics (about 50% of African Americans and 36% of Asians strongly agree that they take pride in taking care of their skin) or that nearly 82% of the Hispanic respondents use perfumes or colognes compared to 61% of non-Hispanics has been helpful. However, for marketers to really create a successful product, as well as campaign, there is a need for more.
Drawing upon Kline’s previously successful research on particular demographic groups in the United States and in partnership with a new online portal established to cover the gap in the market and address multicultural consumers’ needs, Kline & Company is presently preparing two timely reports addressing what multicultural consumers in the United States seek in beauty and grooming products.
Kline’s Multicultural Consumer Insights: U.S. Beauty and Grooming Products will differentiate cultures’ needs and desires, the brands they choose, and how and where they buy these products. The report will compare and contrast across gender, ethnic group, and race for questions including:
- What beauty and grooming brands do they choose?
- What ethnic brands are popular?
- What channels do they shop in for beauty and grooming products?
- Are their needs met from the current cosmetics and toiletries market?
- What skin care and hair care concerns do they have?
The beauty and grooming needs of non-Caucasians are unique, diverse and sometimes disparate. From sundry hair and skin textures to varied cultural beauty norms, the differences between races and ethnic groups demand definitive formulations and appropriate marketing messages to truly court relevancy, acceptance, and success. Kline’s Multicultural Beauty and Grooming Products: U.S. Market Analysis and Opportunities will provide an analysis of the market for personal care products targeted to Hispanics, Asians, African-Americans and other people of color.
Together, these groups already account for over one-third of the United States population, and their spending power is rising faster than the United States average. Declare your independence and diversify, Kline’s Multicultural Consumer Insights: U.S. Beauty and Grooming Products and Multicultural Beauty and Grooming Products: U.S. Market Analysis and Opportunities will enable you to better understand and tap into the increasing important and yet often underdeveloped multicultural markets.