Interesting article about The U.S. Hispanic Beauty Market. The article is long, but this is what I've found more interesting:
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The Personal Connection
Packaging is not the only way beauty brands are connecting with Hispanic consumers. "Purchasing beauty products through a catalog is very popular among Hispanics," says Chong. "Many Hispanic women tend to buy from someone they know or someone who has personally recommended and presented the product to them."
Emotional Connections
In addition to packaging and personal connections, successful marketing campaigns also require relevant emotional connections.
"For Hispanics in general, promises don't work very well. We have seen a lot of beauty ads that don't connect with Hispanic people," says Escobedo. "It's about building the emotional connection. The perfect ad is one that goes beyond saying you'll have silky, smooth skin. It's saying that you'll appreciate this soft skin when your kids kiss you...it will make you feel better as a mother. The emotional benefit is incredibly important."
The Dove Real Beauty Campaign has been intentional about emotionally connecting with Latina women. In The Dove Report, released in 2004, research revealed that more than 60% of Latinas are happy with the way they look. The report also showed that Hispanic women desire a wider definition of beauty: these findings resulted in an excellent transition into conversation about real beauty and The Dove Real Beauty Campaign. (...)
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I'm happy to know 60% of Latinas are happy with how they look. It's a nice number, although ideally it should be closer to 100%, don't you think? Anyway, this percentage shows that many of us don't get caught on the "impossibly skinny" beauty concept, but "desire a wider definition of beauty". We're on the road to erase the anorexic model stereotype from our wish list. Cheers!
The emotional connection concept is also nice. Yes, we care about looks, but through more profound, meaningful concerns. We want smooth skin, to receive our kid's kisses. We want silky hair, for our husband to touch. We want to look good, because that makes us feel good. And if "mamá ain't happy, nobody is happy". We want what's best for us, because we know that that will also benefit our loved ones. Latinas rule! :)
Via: Hispanic Trending
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FT LAUDERDALE, FL - If you’re feeling a little testy about the prices of designer perfume, you can get a designer perfume tester – the same amount of designer perfume without the fancy package – for about half the price. It’s the best kept secret in the perfume world, and Big Discount Fragrances (www.bigdiscountfragrances.com) thinks that stinks. That’s why Big Discount Fragrances – America’s leading online discount perfume retailer - has let the secret out of the bottle and is offering millions of women worldwide the opportunity to smell great for less.
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According to Rares, the only difference between testers and non-testers is the designer perfume box, and occasionally the cap. The perfume and the quantity are exactly the same.
Rares says he’s been selling testers for thirty years, but has found that most people don’t know about this great consumer savings opportunity. “Testers are probably the best deal going in the perfume world, but hardly anyone knows about them…” said Rares, “… until now.”
While the perfume industry might not like what the maverick Rares is doing, letting the public in on what heretofore has been sort of an industry trade secret, Rares comes out smelling like a rose… or Gucci … to his customers. “What’s not to like?” queried a rhetorical Rares. “Women get it - the same designer perfume for half the price; it’s a no-brainer.”
About Big Discount Fragrances
Established in 1997, Big Discount Fragrances has quickly grown into one of America's leading fragrance retailers. The company’s website offers a huge selection of designer perfumes at up to 90% off department store prices. Ed Hardy, Juicy Couture, Jessica McClintock, Dolce & Gabbana, Bvlgari, Sean John, Burberry’s The Beat and Brit, and hundreds of other hot new fragrances and top selling brands are all available at bigdiscountfragrances.com. The company’s headquarters are located at 6601 Lyons Rd in Coconut Creek, FL.
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FT LAUDERDALE, FL - If you’re feeling a little testy about the prices of designer perfume, you can get a designer perfume tester – the same amount of designer perfume without the fancy package – for about half the price. It’s the best kept secret in the perfume world, and Big Discount Fragrances (www.bigdiscountfragrances.com) thinks that stinks. That’s why Big Discount Fragrances – America’s leading online discount perfume retailer - has let the secret out of the bottle and is offering millions of women worldwide the opportunity to smell great for less.
“Most women don’t know that they can get their favorite designer perfumes - Gucci, Burberry Brit, Ed Hardy, Dolce & Gabbana, Juicy Couture, Kenneth Cole and more – for half the price if they buy a tester bottle,” said Big Discount Fragrances CEO, Mike Rares, “Why spend double the money for a fancy box? You don’t wear the box.”
According to Rares, the only difference between testers and non-testers is the designer perfume box, and occasionally the cap. The perfume and the quantity are exactly the same.
Rares says he’s been selling testers for thirty years, but has found that most people don’t know about this great consumer savings opportunity. “Testers are probably the best deal going in the perfume world, but hardly anyone knows about them…” said Rares, “… until now.”
While the perfume industry might not like what the maverick Rares is doing, letting the public in on what heretofore has been sort of an industry trade secret, Rares comes out smelling like a rose… or Gucci … to his customers. “What’s not to like?” queried a rhetorical Rares. “Women get it - the same designer perfume for half the price; it’s a no-brainer.”
About Big Discount Fragrances
Established in 1997, Big Discount Fragrances has quickly grown into one of America's leading fragrance retailers. The company’s website offers a huge selection of designer perfumes at up to 90% off department store prices. Ed Hardy, Juicy Couture, Jessica McClintock, Dolce & Gabbana, Bvlgari, Sean John, Burberry’s The Beat and Brit, and hundreds of other hot new fragrances and top selling brands are all available at bigdiscountfragrances.com. The company’s headquarters are located at 6601 Lyons Rd in Coconut Creek, FL.
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