By 2042, half of all Americans will be women we now call minorities. As senior vice president and general manager of SoftSheen-Carson, Angela Guy spends much of her time researching this kind of specific demographic data to get close to her customer, specifically people of color. Guy used 2010 U.S. Census Bureau data, as well as other sources, to educate the crowd on the shopping habits of Hispanics and African-Americans and how marketers can better target introductions based on their specific needs.
Hispanic women, for example, place the highest value on looking their best every day. Data also showed Hispanic women have a greater bias toward making a purchase decision while in the store than at home, are significantly more likely to purchase a product if incentivized by a coupon or special pack and are greatly influenced by recommendations by family and friends. Hispanics, Guy said, dramatically changed the way they shop as a result of the economic downturn, spending 45 percent less on beauty overall and becoming more willing to buy store brands.
African-American women, on the other hand, are not as concerned about wrinkles as Hispanic and Caucasian women, but are more concerned about balancing their skin tone. This group also skews lower in makeup usage, according to Guy’s data, presumably because there are a limited number of shades available to match their skin tone. While African-Americans represent 13 percent of the population, they account for 30 percent of hair care category spending. African-American buying power, Guy said, has been growing at a rate of 6 percent per year since 1990. Unlike Hispanics, African-American women are more likely to make a cosmetics purchase at home where there are more shade ranges. And while this group has the highest unemployment rate, they are the least likely to shift to home hair care options from salon services.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion
@carmeloanthony is upping his fashion game once again, introducing a hat collection with @goorinbros. Called Fresh Greens by Melo x Goorin, the line consists of five unisex models, all of which are made in America from 100 percent wool. Each hat is lined with Anthony’s signature and the inscription “Knowledge of self, wisdom and understanding.” You can purchase the collection line at Goorin’s website as well as three off its stores in San Francisco, New York City and Las Vegas #wwdaccessories
“I am of tradition, but that doesn’t mean I have an old outlook on life,” Hubert de Givenchy told WWD in an interview in 1978. The legendary designer, who died last week at the age of 91, achieved wide success soon after launching his own couture boutique in the early ’50s, but he refused to pine for that time. For the first time since its original publication, read our interview with Givenchy on his awe for Audrey Hepburn and looking forward. Link in bio. #wwdarchives #fbf (📷: Pierre Schermann)
About last night: @alexachung and @supergausa toasted the launch of their capsule collection. “It’s the shape that I love, so rather than amend the last and make the sole crazy or do anything wild, we just did really subtle additions that I think make it look really luxe-y,” said Chung. #wwdfashion (📷: Marc Patrick)
Exclusive: @off____white’s @virgilabloh is launching an exclusive eyewear capsule collection @sunglasshut. The unisex collection, which is made up of three styles, first made its debut on the brand’s fall runway show in Paris. Get all the details on WWD.com – link in bio. #wwdnews #wwdfashion