Machismo

WHILE THE UNITED STATES MARKET for men's grooming products is the largest at $4.8 billion, according to Euromonitor International. Demand for men's grooming is growing faster south of the border, which could influence the 24 million plus Hispanic males in the U.S. Consultant Jim Wisner, president of Wisner Marketing Group, Libertyville, Ill., who has spent time in central America, said the Hispanic

WHILE THE UNITED STATES MARKET for men's grooming products is the largest at $4.8 billion, according to Euromonitor International. Demand for men's grooming is growing faster south of the border, which could influence the 24 million plus Hispanic males in the U.S.

Consultant Jim Wisner, president of Wisner Marketing Group, Libertyville, Ill., who has spent time in central America, said the Hispanic influence is “real and significant.” In Latin America, Hispanics tend to their appearan

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