The majority of Latinos aged over 50 say they feel like an afterthought in beauty and grooming, despite spending 84% more money on products than US consumers.
Results from the Latinos and Beauty as We Age: A Cultural Reflection 2019 survey revealed that 69% of Hispanics report feeling this way, while 76% feel older people are under-represented in advertising.
Yvette Peña, Vice President, Multicultural Leadership Hispanic/Latino Audiences at the American Association of Retired Persons (AARP), said: “Hispanics stay just as involved with beauty and personal grooming as they age, and they want to see themselves at the forefront of product ads, not just as an afterthought.
“AARP shares these study findings to encourage beauty and personal care brands to be more age-inclusive in their product offerings and advertising."
The survey results also reveal that there is untapped opportunity for beauty brands among Hispanic over-50s.
Being represented in advertising could boost sales, as 84% of respondents said they would be more likely to buy from a brand that features people their age in ads.
Meanwhile, 76% would consider switching to a brand they feel represents their age, and 60% of Hispanics aged over 50 try to keep up with trends, versus 24% of the general 50+ US population.
In addition, 88% of Latina women aged 40 and older want to see more perimenopausal and menopausal beauty and personal grooming products, especially hair and skin care.