California Love: Exploring Regional Beauty Trends

Multicultural Consumers feel that California is a mecca for trendsetting. 

Multicultural consumers’ personal style in terms of how they dress, wear their hair, and apply their makeup is influenced by many factors including what they see on social media, their friends and family, products they see in stores, and the trends they see around them. Some consumers feel that their personal style is directly influenced by the city or area they live in, with Californian consumers significantly more likely to feel that their style is influenced by their location.

California Style is:

• Casual and Beachy
• High End
• Represents All Types of Hair
• Vibrant and Diverse