According to a new report from The NPD Group, all women of color do not behave similarly when it comes to buying beauty products––with category usage and brand preferences varying widely across ethnic groups.
Overall, African American women are less likely than Caucasian women or other women of color to use either makeup or skin care products. Thirty-three percent of African American women told NPD they don’t currently use makeup and one in four reported that she doesn’t use any type of skin care product. They’re also less likely to use shaving products, but are more likely than any other ethnic group to use fragrances or bath products.
By comparison, Hispanic women are the most likely to report using makeup (relative to other ethnic groups) and are more likely than their Caucasian and African American counterparts to report using skin care products. With the projected increase in the Hispanic population during the next decades, this could bode well for makeup manufacturers.
When it comes to Asian women, nine in 10 have reported use of skin care products––more than any other ethnic group, but they are least likely to use fragrance or scented body care products. More info: www.npd.com.