"Hispanics’ expenditures on personal care products remained practically flat between 2012 and 2017. While brand loyalty seems difficult to achieve, there are opportunities for brands that make an effort to consistently connect with Hispanics, going beyond trial. Personal care is a category in which brand is only important when it is associated with specific benefits such as scent and being good for sensitive skin, long-lasting, or moisturizing. "
- Juan Ruiz, Director of Hispanic Insights
This Report discusses the following key topics:
Scent, benefits, and past experience influence purchases Online is an outlet not to sell, but to connect Spanish-language packaging may not make a difference