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According to Cheryl Grace, Senior Vice President of Strategic Alliances and Consumer Engagement at Nielsen, the leading global measurement and data analytics company, “If you don’t have a multicultural strategy for your brand, chances are you are not going to have a brand within the next ten years. Multicultural consumers—as the fastest-growing consumer segment in the United States—are very important to connect with culturally,” says Grace. With 92% of the US population growth in the last 5-7 years coming from multicultural births, Grace urges beauty brands to use data in finding multicultural beauty insights to inform their strategic marketing efforts.

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