P&G focuses on Latina spending power with Orgullosa program

By Simon Pitman

- Last updated on GMT

Related tags Hispanic and latino americans Spanish american

Procter & Gamble is targeting the all-important Latina spending dollar with its Orgullosa Progam, which rounds up prominent Latina media figures as ambassadors for the company’s broad brand portfolio.

The Latina and Latino community in the US is an increasingly important market for cosmetic and personal care companies to tap into, mainly because of the increasing demographic footprint in the country, which is translating into an fast expanding spend on cosmetic and personal care products.

Statistically, both immigration and a higher birth rate means that the Latina community is growing. With an estimated population of 23.6 million Latinas in the US in 2010, that figure is predicted to rise to 27.5 million by 2014 – according to figures from market researcher Mintel.

P&G Orgullosa Program aims to motivate and inspire

Bearing this in mind, P&G has initiated the Orgullosa Program to include a ‘Board of Faldas, which literally translated means ‘board of skirts’, in an attempt to ‘motivate and inspire Latina women from coast to coast.

The board includes lifestyle expert and co-host of ABC's The Chew, ​Evette Rios; international motivational speaker, Maria Marin; and entrepreneur and chocolatier, Maribel Lieberman.

Next month the three ambassadors will be hosting and participating in a fashion show aimed at engaging Latina women, and the event will be broadcast live on a dedicated Facebook page.

A targeted digital community

Orgullasa is an online and digital medium that includes tips on fashion and lifestyle that are designed to tap into the specific needs for Latina women, while promoting products from the P&G portfolio that are mostly focused on this social group.

“We recognize that the Orgullosa woman thrives in the American lifestyle, but remains 100 percent Latina through culture, language and tradition,”​ said John Sandoval, P&G senior multicultural marketing manager.

“Nevertheless, we understand that these women are craving new culturally relevant content and solutions to balance their multiple roles and individualism.”

Latinas want products designed with them in mind

Alongside this, the Latina spending power and influence is growing, with more and more looking for increasingly targeted products that are tailored to their specific requirements.

Those specific requirements include color cosmetics that are tailored to usually darker skin tones, as well as hair care products that are designed to cater for the specific needs of Latino hair.

On top of this, Mintel’s market research also reveals that Latinas are often on the look-out for packaging that is designed with them in mind, most specifically with labelling that is in both in Spanish and English.

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