Nicole Guerriero: vlogging to Latina beauty obsessives

Hispanic women represent the fastest growing beauty market, and while previous generations relied on their mothers for make-up advice, girls are now exposed to a wealth of brands and tips online. With over 2.5 million subscribers, how’s Latina vlogger Nicole Guerriero influencing these beauty buyers?

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With 70% of Hispanic Gen Yers going online to research beauty products before heading to a store, it’s clear that social media plays a big role in their make-up and skincare choices. [1] They place significant value on the peer-to-peer content these digital channels offer, with no site ranking higher than YouTube as a source of advice and new product information. [2]