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Hispanic Population Groups Have Different Attitudes Toward Cosmetics, Study Reveals

September 28, 2015: 12:00 AM EST
Hispanic consumers’ cosmetics spending habits are determined by the attitude-based subsegment to which they belong, according to the Nielsen-Culturati Hispanic Segmentation study. Accounting for 17.6 percent of the U.S. population, Hispanics are classified into the following groups: Latinistas, who are culturally Hispanic and traditional; Heritage Keepers, progressive but Hispanic-centered; Savvy Blenders, very progressive; and Ameri-Fans, progressive with a diluted Hispanic heritage. In 2014, Hispanics as a group had a purchasing power of $1.3 trillion, a figure expected to reach $1.7 trillion in 2019.
"Beauty Is in the Eye of the Beholder: Cosmetics' Appeal Differs Between Hispanic Segments", Nielsen.com, September 28, 2015, © The Nielsen Company
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