The Ascendency of Inclusivity in Ethnic Brands
Conference
2025-02-12 | 03:30 PM - 04:15 PM
Ethnic beauty brands historically were created for and marketed to specific ethnic groups. Brands specifically targeted African Americans or those who had hair challenges that mirrored that segment of the population. As for Hispanics, even fewer brands are created for this specific group: Rizos Curls, Tio Nacho, Silicon Mix and Crece Pelo. However, there are general population brands that have created marketing-specific messaging and collections targeting Hispanics, such as Pantene, Suave, Head & Shoulders and HASK. U.S. Hispanics are projected to have a buying power of $2.4 trillion by 2024 -- larger than Canada’s economy. This cohort currently accounts for 19% of the U.S. population and has seen the size of the population quadruple in the past 40 years, with continued growth of 50 million over the next 40 years. Based on US population data trends, people will be less likely to identify as one specific race; there will be an elevation of mixed-race population. How can brands keep pace and meet the needs without defining offerings by race? Key Takeaways • Learn how to cater to a growing and underserved consumer and why it’s critical to resonating with specific ethnic audiences through hair texture vs race, emotional connections to haircare leveraging cultural insights, shared values, and ingredients tied to the cultural significance • Understand segmented ethnic consumer spending patterns, behaviors and motivations • Glean how brands can tap into not only the cultural relevance of its offering, but understanding cultural significance, consumer moods, and the celebration of individual beauty • Hear directly from LatinUs Haircare and Pattern Beauty, who leverage emotional connections, individuality, inclusiveness and cultural understanding to effectively reach ethnic audiences