Posts Tagged ‘men’

Latino men devote more effort to looking good, a new study reports

Monday, August 1st, 2011

(Los Angeles TImes) Goodbye, metrosexual, and hola, vanidoso.

Increasingly, growth in the men's grooming arena will be driven by the personal care habits of Latinos. That's the takeaway from a recent study focusing on the grooming preferences of Latino men in the United States and Census Bureau figures that show the Hispanic population growing at a faster rate than the general population.

"That demographic is really driving population growth," said Peter Filiaci, vice president of brand solutions for Univision, the Spanish-language network that commissioned the grooming study. "Especially in the coveted 18 to 49 demographic, where one out of every five guys in the country right now is Hispanic."

Filiaci said that while past Univision studies have focused on understanding the purchasing power and buying habits of Latinas, the impetus for delving deeper into the grooming habits of their male counterparts came when traditionally female-oriented personal care brands started moving into the men's space. "We saw increased activity – like Dove launching its Men+Care line – and decided we wanted to understand the Latino guy," he said.

Full story…

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