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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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Like Suave, many other beauty brands have recognized that Latinas are essential to their growth now and in the future, and have upped their investment. In the past five years alone, marketers of beauty products have increased their national spend on Spanish-language television by nearly 30% to more than $200 million.

“The Latina consumer is a big asset for our brands in Unilever Personal Care,” said David Rubin, Unilever’s director for hair. “She is very knowledgeable about products and actively chooses the brands that connect with her via campaigns that feature her idols, speak her language and resonate with her personal evolution as a U.S. Hispanic. She’s a big influencer for her peers, her family and even the masses. We have found that in many cases, if we win with the Latina consumer, we win overall.”

Based in New York City, Peter Filiaci is vice president of Brand Solutions at Univision Communications Inc. His team advises beauty industry clients on how to develop and execute their strategies to drive sales with Hispanics.