Ethnic shoppers find destination in cosmetics

Chain Drug Review, March 17, 2008

NEW YORK -- After years of not being much more than an afterthought to shoppers of ethnic color cosmetics, chain drug stores have established themselves as viable options for an increasing number of African Americans, Hispanics and other ethnic groups.

"Excluding a race, age or ethnicity is never the answer," says Laurie Minc, president of Milani Cosmetics.

"Milani takes great pride in offering cosmetics that simply make a woman feel beautiful. We are dedicated to the many colors of our consumers by bringing color to life."

In addition to Milani, an increasing number of suppliers are offering brands that appeal to shoppers of ethnic color cosmetics. For example, Markwins International's Tropez brand is targeted in such a manner, appealing to Hispanic and Asian women and to women of Middle Eastern descent.

At the same time chain drug retailers are providing more space for ethnic color cosmetics and other beauty items and establishing a real presence in their cosmetics aisles, where ethnic women can locate what they need. Not only are the retailers stocking the latest shades, but they are going going the extra mile to make ethnic beauty shoppers feel welcome in their stores.

Chain drug retailers are also well aware that while African-Americans and Hispanics comprise the two largest ethnic groups in the nation, they are not the only ones.

The retailers note, for instance, that Asian-Americans not only are one of the fastest-growing ethnic groups in the United States but also have the highest median income of any ethnic group in the nation.

Research shows that Asian-Americans are increasingly purchasing more-upscale color cosmetics and other beauty products, and chain drug retailers are acting to take advantage of this opportunity.

Rite Aid Corp, which has a high percentage of stores in urban markets, conducts surveys of all of its ethnic shoppers concerning their beauty care and other needs.

Meanwhile, Walgreen Co.'s BDM (basic department management) system matches product selection to the demographics of each store. In addition, the retailer's beauty advisers are thoroughly familiar with the latest ethnic products on the market.

CVS Caremark Corp.'s beauty advisers are also on top of the latest ethnic beauty trends, and the retailer advertises ethnic color cosmetics and other beauty items in its circulars.

All of these efforts are geared to making ethnic shoppers feel that they are desired customers and that their color cosmetics and other beauty needs are being addressed in the aisles of chain drug stores.