Consumer Personal Care Products, mostly women’s beauty products, were the biggest advertisers in Hispanic magazines (US $23.6 million) during the first eight months of 2005, according to HispanicMagazineMonitor. Hispanics spend US $1.6 billion annually on beauty products, according to internal research by Procter & Gamble. People en español’s recent HOT study found that Hispanic consumers are unusually responsive to beauty advertising, particularly among the Spanish-dominant
and bicultural segments of the population.
The HOT study reported that 55% have purchased perfume after sampling a scent strip in a magazine, versus 27% in the general market.
Second largest category for general market magazines
For general market magazines, the beauty category came in second, after automotive, during the January-July 2005 period (Automotive US $1.291 billion, Toiletries and Cosmetics US $1.14 billion). Personal Care Product advertising grew 13.8% in general market magazines and 19.7% in Hispanic magazines.
“San Procter,” as Procter & Gamble is sometimes called by Hispanic magazine publishers, leads the beauty advertising category, with ad expenditures totaling US $5.41 million, followed by L’Oreal USA with US $5.39 million. P&G increased ad spending by 30.3% compared to the same period of 2004. The P&G brands that spent the most in Hispanic magazines were CoverGirl “Outlast,” Pantene Pro-V and Secret “Platinum Protection Clear Gel.”
Hispanic magazines that skew towards women readers (e.g. Latina, Vanidades, Cosmopolitan en español) get a higher share of beauty product advertising revenues. This is also the case for Parenting magazines (Ser Padres, Healthy Kids en español, Lamaze para Padres). The latter get a substantial portion of their advertising from personal care products for babies and children, which also fall under the beauty category.