Latinas

Latinas and Latinos represent the fastest growing population in the United States.
Estimates for 2006 report a Latina and Latino total population of over 44 million.
Those of Mexican heritage represent 28 million. Puerto Ricans, Central Americans,
and South Americans refect an estimated 3.9 million, 3.3 million, and  
2.4 million of the U.S. population, respectively.

Latina and Latino purchasing power reached $700 billion in 2007 and is expected
to reach $1 trillion by 2010. Marketing research findings conclude that
Latinas make 75 percent of the product-purchasing decisions for their households.
 
Latinas spend 27 percent more on cosmetics and 43 percent more on fragrances
than general consumers. Additionally, Latinas are found to be 37 percent
more likely to spend $300 a year on cosmetics and 43 percent more on fragrances
than general consumers. Latinas purchase 10 percent more premium hair care,
86 percent more hair color, and more of every different type of hair care product
than the general consumer.