Beauty, Latina-Style
By Stephanie Threinen
The perception of beauty has been noticeably evolving over the past 10 years. No more is the American populous being defined along black and white lines. A true melting pot of what America is supposed to be is appearing on mainstream TV channels and in broad-reaching publications. This is a particularly important trend to take note of for the beauty industry because it means an opportunity for a broader clientele base, requiring a broader range of professional skills as well as an understanding of cultural preferences. Of particular note, because the Hispanic population in the United States has more than doubled over the last two decades—and it shows no signs of slowing down—targeting a Latina clientele-base is a great place to start breaching the great cultural divide.
Knowing your customer-base can make or break a business. What your customers expect from you can often be generalized based on their ethnic background. It is, however, important to remember that although you can generalize, each customer is unique so individual-focused customer service is always priority.
¡Hola! ¿Cómo le puedo ayudar?
Understanding of another person’s language is always a great ice breaker. For example, greeting customers known to prefer speaking Spanish with, “¡Hola! ¿Cómo le puedo ayudar? (Hello! May I help you?) can help them to feel welcome. Not only learning a few phrases in Spanish will help, but carrying products and providing marketing materials that “speak” their language is also a plus.
Can you say Cupuaçu?
Language may be too large of an obstacle to surmount, but efforts to connect with a Hispanic customer base can also be recognized though the incorporation of products that include a selection of ingredients from Latin countries, such as Brazil or even Spain. For example, Cupuaçu comes from a nut that grows in the Amazon and can be found in skin and hair care products because of its hydrating qualities. Products with selective word choices are avenues to consider as well, such as a cosmetic with a color name such as “papaya” instead of “pumpkin patch”.
Connecting through Commonalities
Curly hair, dedication to family, and playful color usage are all characteristics that resonate well with the Hispanic population, as well as other cultures. Incorporate these commonalities in the services you offer, the decoration of your business, and your selection of products. Efforts to incorporate, not segregate will go a long way in making a statement that your business is open to everyone.
Stephanie Threinen serves as the editor of The Beauty Consultant Magazine. She is also the founder and project director of Beyond Green Media, a marketing company that specializes in catering to the beauty industry by providing services including: social media & PR, writing & editing, and print & web design. For more information, visit beyondgreenmedia.com
