In a blog post titled “Embrace the Beauty of Diversity: Celebrating Black History Month,” Kline Blogs is taking time to recognize how the myriad different people in the U.S. help create a rich culture for the country, and how this affects innovation, product development and trends in the beauty industry.
The post notes, “We can all agree that the United States is a melting pot. To that end, demographically, Hispanic, African-American, Asian, Indian, and other people of color already account for over one-third of the U.S. population—and their spending power is rising fast, as well. According to the U.S. Census data, the Asian population, for example, has the highest annual household spending in the United States, seeing over 43% growth since 2000.
“These consumers are shaping new market segment definition by demanding products that they need and can identify with, in essence, forcing manufacturers to evolve their approach in terms of both product design and marketing messages. Manufacturers must also invest quite a bit into R&D to achieve success in this burgeoning arena. Marketers must inform themselves of crucial information about each ethnic group in order to create products catering just to them. Information considered crucial includes data based on Kline research, such as a significantly higher percentage of Hispanics use hair styling gel as compared non-Hispanics or that nearly 82% of the Hispanic consumers use perfumes or colognes compared to 61% of non-Hispanics. However, for marketers to really create a successful product and campaign, they need more.”
Drawing upon Kline’s previous research on particular demographic groups in the United States, Kline has created two timely resources addressing what multicultural consumers in the United States seek in beauty and grooming products, the Multicultural Consumer Insights: U.S. Beauty and Grooming Products and Multicultural Beauty and Grooming Products: U.S. Market Analysis and Opportunities.