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African American Beauty Trends – A Webinar with Google

Have you ever wondered what African American women care about when it comes to beauty and how to speak effectively to this audience?  We recently partnered with Google to co-host a webinar for leading brands and creative agencies to uncover what African American women are doing online to inform their beauty routines and purchases. The companies shared powerful insights and messaging recommendations to help brands connect with this critical segment.

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African-American Consumers: Cultural Influencers

African-Americans comprise 39 million, or 12.8% of the U.S. population. Although the future growth narrative is not as strong as other multicultural segments, their growth still outpaces Non-Hispanic Whites. They were responsible for 14% of population growth from 2006 to 2012, while the non-Hispanic white population actually contracted.

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Targeting Super Influencers

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Hispanics are not just interesting because they’re growing fast, but because they lead the cultural conversation. In our latest in-depth study, Hispanic respondents were 54% more likely to be in the top quartile of cultural openness than total market, and 12% more likely to be in the top quartile of influence. This means that Hispanics are critical cross-cultural influencers. In other words, marketers can think of them as cultural force multipliers.

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