Latinas keep tabs on beauty trends via social media: Survey

Most respondents go to YouTube for beauty product information and usage tips.

Social media plays a huge part among Latinas when it comes to purchasing beauty products, according to Siempre Mujer's Siempre Beauty III: Latinas and Social Media study.

The survey examined social media and beauty product buying trends among Latinas, non-Hispanic women and Millennials based on responses from more than 800 participants. It showed that more than 70 percent of Hispanic women and non-Latinas get most of their beauty information via social media. The percent figure is even higher in the younger subgroup, with 84 percent of Latina Millennials picking social media as their go-to source of the latest beauty trends. Eighty-three percent of non-Hispanic Millennials said the same.

YouTube is the most popular social media platform among Latinas when they look for new beauty product information and usage tips.

The survey also showed that while non-Latino retail purchases within the beauty industry dropped a little more than 1 percent, cosmetic purchases among Hispanic women rose about 7 percent. Maria Cristina Marrero, who is group content chief of Meredith Hispanic Media said Latinas are "savvy consumers" who "incorporate more products into their daily beauty regimen." Latinas also serve as a "trendsetting demographic that is open to experimentation when it comes to new products and innovative brands." Meredith Hispanic Media is the parent company of Siempre Mujer, the leading magazine for Latinas in the US.

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