SIEMPRE MUJER MAGAZINE PANEL AGREES:

LATINAS ARE OBSESSED WITH BEAUTY

Panelists Including Daisy Fuentes, Celebrity Hair Stylist Leonardo Rocco and Dermatologist to the stars Dr. Alicia Barba Discuss How to Reach, Engage and Retain Latina Consumers

NEW YORK, NY, May 27, 2010 /PRNewswire/ — On May 19, Siempre Mujer magazine hosted a breakfast panel at Tribeca Cinemas in Manhattan to get to the heart of Latina beauty habits. The panel addressed key topics ranging from feelings about aging to brand loyalty.

Meredith Hispanic Ventures Vice President Ruth Gaviria moderated the discussion of experts including: Model, TV Personality and Author of Unforgettable You: Master the Elements of Style, Spirituality, and True Beauty Daisy Fuentes; Siempre Mujer Fashion and Beauty Editor Ursula Carranza; Director of Multicultural Marketing for Macy’s Kristyn Page; Celebrity Hair Stylist Leonardo Rocco; and Celebrity Dermatologist Dr. Alicia Barba.

Gaviria kicked off the discussion with these facts: The U.S. female Hispanic market is 23+ million and has a spending power of $479 billion. Key highlights follow:

  • The Beauty Obsession. Fuentes captured the general consensus of the panel when she said: “We’re not big fans of the natural look. Sometimes, we think less is just, well, less.”
  • Doctor-ed Beauty. Dr. Barba has seen a surge in interest and consumption of cosmetic and dermatologic procedures from her Latina patients. Year over year her business has increased 55% (Jan-May 2009 vs. Jan-May 2010). “Some patients ask for more when they don’t need it and it becomes a bit of an education.”
  • Hair Appeal. Every day, Rocco witnesses how important hair is to Latinas. “Latinas associate long hair with sex appeal” but while they tend toward “volume, movement and bouncy hair,” Hispanic women are especially interested in new trends when it comes to styling their hair. “In Miami,” he adds, “they come to the salon every month for a change – a new color, a new style, some layers.”
  • Skin Above All. Carranza believes that “good skin is the foundation of true beauty” and “Latinas are good at following a skin care regimen and tend to pay higher price points for skincare products.” She added: “Beauty is an ongoing conversation for Latinas. It’s something we discuss with our friends and our mothers.”
  • The 360 Approach. According to Page, Latinas are brand loyal “but you can’t take that for granted.” She encourages marketers to keep their beauty campaigns “fresh, modern and new” while engaging in a “continuous conversation." She calls the Latina consumer a “sweet spot” for beauty brands, some of whom are doing a great job of reaching and engaging that market with a 360 approach that includes well-trained staff, the right products, events, targeted creative and grassroots programs.

Gaviria closed the panel with takeaways for marketers interested in reaching the Latina consumer: understand her heritage, language and personal investment in beauty; recognize what motivates her; show her reflection in your ads; and build her self esteem.