10.16.14
According to Kline & Company's latest research, the multicultural beauty products market continues to outpace the growth of the overall market for cosmetics and toiletries, posting a 3.7% increase in 2014.
Beauty marketers are competing for the multicultural consumer, Kline & Company says, but they first need to understand this consumer. The company's latest report, Multicultural Beauty & Grooming Products: U.S. Market Analysis and Opportunities (More info about the report, HERE.)
Here's a few examples Kline gives about how brands are marketing to this consumer group. Carol's Daughter (shown above on left) and Shea Moisture (shown above on right) are positioning away from being an ethnic brand to target a broader market.
Donna Barson, Senior Associate at Kline's Consumer Products practice, said:
"This widening approach helps move multicultural brands beyond the ethnic section of the beauty aisle to sit side-by-side nationally advertised brands. However, this audience expansion needs to be done without alienating long-time consumers who might feel deserted if they feel like their brand no longer speaks exclusively to them."
Some larger brands, such as Estee Lauder and Shiseido, are using beauty advisors who speak the language of the local ethnic community, whether it is Mandarin, Vietnamese, or Spanish, to create a greater connection with these consumers. Some also launch products targeting certain ethnic groups in the United States that are simultaneously released in that group's country of origin.
The bottom line: Kline says that increased competition coming from the general market is "blurring the lines" among brands that care positioned as ethnic brands, and having a challenging impact on the multicultural marketers.
The research company also states: "During the forecast period through 2019, the ethnic beauty market will continue to face intense competition from general cosmetic and toiletry brands, and the fine line between mainstream and multicultural markets will continue to blur. However, competition will give an incentive for a surge of innovative, quality products entering the market."
Beauty marketers are competing for the multicultural consumer, Kline & Company says, but they first need to understand this consumer. The company's latest report, Multicultural Beauty & Grooming Products: U.S. Market Analysis and Opportunities (More info about the report, HERE.)
Here's a few examples Kline gives about how brands are marketing to this consumer group. Carol's Daughter (shown above on left) and Shea Moisture (shown above on right) are positioning away from being an ethnic brand to target a broader market.
Donna Barson, Senior Associate at Kline's Consumer Products practice, said:
"This widening approach helps move multicultural brands beyond the ethnic section of the beauty aisle to sit side-by-side nationally advertised brands. However, this audience expansion needs to be done without alienating long-time consumers who might feel deserted if they feel like their brand no longer speaks exclusively to them."
Some larger brands, such as Estee Lauder and Shiseido, are using beauty advisors who speak the language of the local ethnic community, whether it is Mandarin, Vietnamese, or Spanish, to create a greater connection with these consumers. Some also launch products targeting certain ethnic groups in the United States that are simultaneously released in that group's country of origin.
The bottom line: Kline says that increased competition coming from the general market is "blurring the lines" among brands that care positioned as ethnic brands, and having a challenging impact on the multicultural marketers.
The research company also states: "During the forecast period through 2019, the ethnic beauty market will continue to face intense competition from general cosmetic and toiletry brands, and the fine line between mainstream and multicultural markets will continue to blur. However, competition will give an incentive for a surge of innovative, quality products entering the market."
