Ethnic Groups Have Distinct HBC Product Preferences, Study Shows

PORT WASHINGTON, N.Y. -- According to a new report from The NPD Group, "Ethnic Consumer Beauty Report: The Changing Face of Beauty," over three-quarters of women across all ethnic groups currently use basic beauty products such as skin care, makeup, bath and shaving products. However, there are distinct category preferences in each ethnic group. African American women are less likely than Caucasian women or other "women of color" to use either makeup or skin care products. One in three African American women told NPD they don't currently use makeup and one in four reported that they don't use any type of skin care product. However, the group is more likely than any other ethnic groups to use fragrances or bath products. By comparison, Hispanic women are the most likely to report using makeup (relative to other ethnic groups) and are more likely than their Caucasian and African American counterparts to report using skin care products. With the projected increase in the Hispanic population over the next decades, this could bode well for makeup manufacturers, the report said. When it comes to Asian women, nine in 10 have reported use of skin care products, more than any other ethnic group, but they are least likely to use fragrance or scented body care products. The NPD Group surveyed more than 13,000 Caucasian, Hispanic, African American and Asian women ages 18-64 from Aug. 1 to 14, 2006.