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