Elle Morris, president of the Americas, Elmwood11.06.15
Like lipstick, one shade does not fit all. To appropriately market to Latinas, just like any other demographic of women, a deep dive to truly understand what the target audience is all about is necessary.
Assuming that you will reach – and appeal – to the entire Latina audience through Latin print ads, Spanish language or Univision, is not viable. These strategies may capture the attention of the Hispanic immigrant population, but will deter acculturated or bicultural Latina consumers.
By 2020, it’s estimated that Latinos will represent 18% of the U.S. population, and of this growing demographic, 85% of Latinos identify themselves as bicultural.
Understanding how to effectively identify and speak to this growing consumer group is imperative to brand success.
Bi
Assuming that you will reach – and appeal – to the entire Latina audience through Latin print ads, Spanish language or Univision, is not viable. These strategies may capture the attention of the Hispanic immigrant population, but will deter acculturated or bicultural Latina consumers.
By 2020, it’s estimated that Latinos will represent 18% of the U.S. population, and of this growing demographic, 85% of Latinos identify themselves as bicultural.
Understanding how to effectively identify and speak to this growing consumer group is imperative to brand success.
Bi
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