They want raccoon eyes, red lips, and big, black eyelashes. They don't want sheer mascara, or sheer lipstick, or natural anything. In general, the Latinos interviewed protested heavy use of makeup. Latino men are also partial to long, beautiful hair, so Latinas spend heavily on hair-care products. According to the Simmons Market Research Survey, Latinas buy more hair color, more hair spray, more hair conditioner and more styling creams and gels than other U.S. women.
Color preferences vary by region.
Nowadays, Miami Latinas still favor streaked blonde hair, New Yorkers lean towards reds, and Californians go for cinnamons and dark golds, or subtle highlights over their own color. Use of straightening devices is universal. New York Latinas are now using non-chemical relaxants to soften tight curls into manageable waves. Even Chicanas with straight hair will blow-dry it, to tone down its natural fullness. It has a different texture.