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Pretty Revenue Picture Ahead for Beauty Brands That Target Latinas

By: Peter Filiaci
Posted: November 29, 2011, from the December 2011 issue of GCI Magazine.

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At a recent industry event, Martine Reardon, executive vice president of marketing and advertising at Macy’s, shared that in more than 100 Macy’s locations, in-store visuals for Lancôme were changed to show faces and skin tones that appealed to Latina customers. The results spoke for themselves; test stores performed 600 basis points better than Macy’s overall sales trends.

Latinas also want to learn about products in her own language; this motivates her to buy. Fifty-one percent of Latinas agree that a Spanish-language TV commercial would entice her to buy a new beauty product vs. 16% of non-Hispanics with English-language TV commercials.

Latina faces, cultural relevance and Spanish-language are all keys to connecting with this consumer and harnessing that spending power. Suave Professionals recently got it right on all three counts in a winning campaign targeting Latinas. In summer 2011’s Premios Juventud, the top youth awards show on Spanish-language television delivering an average of 1.6 million women 18–49, Suave created an integrated campaign designed to reach Latinas.

Suave enrolled “Hispanic America’s sweetheart” Blanca Soto, star of the hit novela Eva Luna and the upcoming Talisman, and allowed fans to vote on the hairstyle she would wear on the red carpet. In addition to television, online and print advertising throughout the campaign, Suave used product packaging and in-store promotions to drive votes. Suave also knew that Latinas responded to explicit and educational messages, so they created webisodes featuring step-by-step tutorials on how to create Soto’s hairstyles with their celebrity stylist Leonardo Rocco. The voting page drove traffic to Suave’s dedicated Spanish-language Facebook page.

The campaign also included on-site sampling, touch-up stations and photo booths, so that Premios Juventud fans could document their experience and share it with friends via e-mail or social media. Suave experienced a 477% increase in Facebook likes and received more than 36,000 requests for a coupon during the first 24 hours of the promotion.