Targeting the Latina Personal Care Market

In an increasingly multicultural consumer market, Hispanic consumers are keen on trying new products and are seeking companies that show an understanding of their mindset. Leylha Ahuile, senior multicultural analyst, Mintel International, is observing the growth of the Hispanic market and how marketers are working to reach these consumers. She spoke briefly with Jon Benninger, Virgo Publishing, in October 2010 during SupplySide West in Las Vegas regarding how to reach the Latina consumer.

While some companies are simply adding Spanish language taglines to existing advertisements, others are getting more innovative and actively reaching out to consumers. Ahuile noted Latina consumers are looking for bilingual packaging, particularly in the beauty and personal care segment, where 81 percent of shoppers are actively looking for bilingual packaging. However, she added, it is not necessarily a language issue, as the majority of shoppers are bilingual or English-dominant; instead, such packaging is acknowledging the consumer and actively trying to reach them. In addition, companies can look to particular segments of the personal care area, such as hair care, where Latinas overindex, and revamp existing packaging for a full line of products rather than simply launching a single item for a heterogenous market.