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Latino Consumers Feel Like Beauty Industry 'Afterthought'

Contact Author Audrey Latimer
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A recent AARP survey discovered a significant disconnect between Latino consumers and the current beauty industry. 

An article on the AARP website stated that most Latinos ages 50 and older feel that the industry treats them like an afterthought and most would grade the beauty and personal grooming industry with a "C" or worse when it comes to marketing. 

According to AARP, beauty and personal grooming are highly important to nine out of 10 Latinos regardless of age, and they spend more time and money on their beauty routine than the average American. Latinos ages 50 and older spend an average of $46 per month on beauty and personal grooming products, compared to a significantly lower $25 for the general population. They typically apply six beauty products and spend nearly 45 minutes daily on their beauty regimen, significantly higher than the average consumer over age 50.

The survey found:

  • Sixty-nine percent of Latinos ages 50 and older feel that industry marketing all but ignores people their age;
  • Four in 10 do not feel the beauty industry creates products with people their age in mind;
  • Women over 40 expressed interest in facial skin care and hair care products formulated especially for menopausal and premenopausal needs; and
  • Among Latinos of all ages, 80% said they would be more likely to use a brand that featured a range of ages in its advertising.

For more information on the survey and its findings, please visit www.aarp.org.

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