Hair care should target diverse needs of Hispanics

It has long been known that hair care is a particularly successful product category with Hispanic consumers who use shampoo and conditioners on average more regularly than their non-Hispanic counterparts.

However, a recent Mintel report suggests marketing teams need to do more than just give their brands a Hispanic focus.

Heterogeneous needs​

The market research company points out that Hispanics are not a homogenous ethnic group, therefore their hair care needs are similarly diverse.

Frizz, knots, tangles and split ends are often cited as common hair problems, and manufacturers should not forget that a proportion of the Hispanic population have the same type of hair as African-Americans.

This, coupled with the fact that Hispanics are more likely to choose products specific to their hair type, suggests companies could gain from targeting this consumer group with diverse products designed for specific hair types, rather than one Hispanic-focused product.

Furthermore, despite the fact that in general Hispanic household incomes are lower than their non-Hispanic counterparts, Hispanic consumers spend more on personal care products.

According to Mintel, a particularly successful brand is Pantene Pro-V which has marketed itself as a premium brand among Hispanic consumers.

Suave is a cheaper alternative and has positioned itself as the brand that ‘costs less’, but this may not resonate with Hispanic consumers as successfully as a range catering for hair problems such as split ends and frizz.

Another tactic being employed by some of the global players is to introduce into the US brands that are popular in Latin America, with bilingual packaging and marketing campaigns.

These may prove popular with unaculturated Hispanics, according to Mintel, who highlight Unilever’s Sedal range and Jossclaude Formula Latina as product ranges that were originally released in Latin America and are now targeting US Hispanics.

Hispanic teens – an important market​

The report also highlights the Hispanic teen consumer as providing future marketing potential.

Teens are more likely than adults to use shampoo and conditioner and due simply to demographic particularities of this population, the segment will grow significantly in the next few years.

According to Mintel, marketers must find ways of connecting with this consumer group.