According to the company, the new website contains a vast array of cosmetics products that are specifically designed to match Latin women’s needs, while also providing customer support to help customers choose the best product.
The move is an expansion of the retailers online presence, which is targeting the fast growing market in the United States for cosmetic and personal care products tailored around the needs of the Latin American community.
Tapping into a fast growing population
The Latin American population is fast growing in the United States, thanks to a steady stream of immigration and a higher birth rate compared to other racial groups in the country, and all the predictions are that the population will increase in the coming years.
The 2010 US census revealed that of an estimated US population of 310 million, approximately 15 percent were of Hispanic or Latino origin, which made it the largest racial minority in the US. On top of this, spending power is also increasing within this segment of the population, with a 2012 Nielsen report highlighting the fact that it far exceeded that for any other ethnic minority in the country.
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 – figures from market researcher Mintel state.
Showcasing cosmetic products tailored to Latina needs
According to company founder, Julie Bollhardt, the website itself has been designed to provide an easy to navigate online shopping experience that concentrates on showcasing a wide range of cosmetic products, providing all details in both Spanish and English.
The range of products covers the spectrum of color cosmetic products, from foundations and bronzers, to brushes and concealers, lipsticks and a complete range of eye make-up, together with a category devoted to skin care products.
Future functionality on the website will also include videos, featuring tutorials and information about product application, together with a section for new product arrivals and e-books about cosmetics and beauty routines.
The website was designed for the New Jersey-based operation by FocusMZ, with a vision to create a web service aimed at providing full customer support and advice in an effort to help boost lead generation and ultimately sales.
Bigger international player target Latinas
Although Muñeca is a smaller player targeting a niche market, some of the biggest players are also trying to target the Latina market, evidence that the potential of this market is enormous.
Back in March of this year Procter & Gamble announced that it 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 Orgullosa Program includes 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.