L’Oreal already works with a number of distinguished Latina women, including Jennifer Lopez, Eva Longoria and Zoe Saldana.
Florida-born, bi-cultural and bi-lingual actress Genesis Rodriguez is well known for her work in film and telenovelas. She’s presently voicing the Honey Lemon character in Disney’s Big Hero Six and is just the sort of professional Latina the industry is turning to in an effort to better reflect its consumer base.
"Genesis's talent and accomplishments embrace what it means to be a modern role model for young women. She truly embodies the spirit of L'Oreal Paris' philosophy, 'Because You're Worth It,'" said Karen T. Fondu, company president. Rodriguez’s first appearance on behalf of the brand was last week at the Latin Grammy Awards in Las Vegas, Nevada.
L’Oreal is not, of course, alone in its smart strategy to forge partnerships that reflect and reach Latina consumers. Demi Lovato began representing N.Y.C. New York Color products for Coty in September, for instance. And, Redken recently announced that Brazilian Lea T will be featured in ads for its Chromatics hair color line.
Hispanic consumers in the US
Multicultural beauty products are selling better than those directed at the overall market. Market research company Kline Group reports that multicultural products sales increased this year by 3.7%.
The Multicultural Beauty and Grooming report also explains that Hispanic consumers often use general personal care products and that this is a chance for marketers and brands to get creative.
To share “inspirational and educational beauty content,” L’Oreal has launched a dedicated Latina landing page on the company website.
This move is consistent with consumer behaviour in the US: “Hispanics are early adopters of technology and they over-index in just about everything digital. Hispanics are perhaps the youngest, most digitally savvy and most socially connected consumer group,” wrote Leyda Reyes-Rodriguez in her article 5 Key Hispanic Trends That Marketers Shouldn’t Ignore, published on the Maxus USA blog. Consumers in Latin America are increasingly engaged with brands via digital too.
South American consumers
Women living and working in South America are predictably seeing ad campaigns from global brands, and those women have increasingly more buying power.
“Women are gaining more financial independence and increased decision making autonomy over household consumption, with important implications for where, how, and what [the] Latin American consumer will buy,” wrote Guillaume Corpart managing director of Americas Market Intelligence in his report The Latin American Consumer of 2020.