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CHICAGO Many Hispanic women feel underrepresented in the beauty and personal care aisle and would like to see more products -- especially hair care products -- designed just for them, suggested recent research by Mintel.
"It can be a very daunting task for companies to hone in on the specific needs of their Hispanic customers," stated Leylha Ahuile, senior multicultural analyst at Mintel. "Latinas come in a variety of shades, so a wide range of products must be developed to cater to every pigment and hair type."
More than half (64%) of Hispanic women surveyed said they would like to see more hair care products created specifically for Latinas. In addition, they are especially concerned with the box or bottle their favorite products come in, and 81% of Latinas surveyed said they would like to see more bilingual packaging of personal care products. Younger Hispanic women are more inclined to express a desire for bilingual packaging than their older counterparts.
"Hispanic customers often look at bilingual packaging as a way of being acknowledged and respected by a brand, not because they are unable to read English," noted Ahuile. "The lack of Spanish-language packaging has the potential to make these women feel ignored by manufacturers."