Ethnic diversity in personal care

Not only are new populations and markets gaining access to more and more health and beauty products, but established markets are getting to increase more ethnically diverse. For example, in North America there are over 43 million African-Americans, 52 million Latinos and a growing population of South Asians and Chinese. The stereotypical ‘White American’ still often portrayed by the beauty industry reflects for only 60% of the potential market. To adapt we must not only understand the physiology of skin and hair types but to meet the needs of everyone, we have to understand their customers, cultural history, environments and relationships with beauty.