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Direct Response Marketers get success in going multicultural - Part 1

  
  
  

Listen Up Espanol's Tom Sheppard offers best practices for effectively marketing beauty products to multiple segments, especially when trying to penetrate the U.S. Hispanic marketplace. Article Part 1 of 2...

ERA logoThis article appeared in the 4-24-12 issue of D2C Coverage newsletter and is published in the ERA Knowledge Center where ERA members can access all of the Thought Leadership resources from the Electronic Retailing Association.

Two-Faced Beauty: How to Successfully Market One Product to Multiple Segments

Cultures, traditions, and even slight anatomical and physiological differences between consumers serve as goldmines in the sales and product industry. Imagine creating one product that looks different to everyone who sees it.  Sounds like a mythical golden egg laying goose, but in reality, this type of marketing happens every day, and right under our noses.  For example, a pink shaving razor does the same for both men and women, but a woman is probably more likely to use a pink razor than a man.  Veiled behind colors and catchy slogans, one product will pretend to be more than it is. These aliases are created from attractive packaging aimed at different audiences, and slogans to make emotional and personal connections. Expanding products into different niches (gender, culture etc.) allows a company to allocate marketing dollars and thrive on the sale of one product through multiple markets.

The Prime Target

DGWB, a research company that follows consumer health and lifestyle trends, agrees that U.S. Hispanics are an essential target audience, especially for the health and beauty market. They examined buying habits of the Hispanic community and found the following to be essential to business and marketing campaigns: U.S. Hispanics are influential consumers in health and beauty and wield an enormous amount of buying power. Understanding their preferences can help marketers fine-tune innovation and messaging strategies. Health and beauty companies that make the effort to sponsor U.S. Hispanic events or promotions could be rewarded with loyal consumers, which Hispanics are known to be. 

Leading the Demand

Not only is this industry ready to boom, but buyers are constantly contributing to the health and beauty market. The Latino Health and Beauty Care Shopper, a report released from Packaged Facts in 2011, found U.S. Hispanics to be the highest percentage of spenders on health and beauty products with no disparity between genders. 

With that in mind, growth dynamics in the personal care market will be increasingly shaped by the health and beauty market usage patterns and product choices of U.S. Hispanics both male and female. According to The Latino Health and Beauty Care Shopper, female Hispanics are more likely than women on average to use eye liner and mascara and less likely to use foundation makeup.  Male Hispanics are much more likely than men on average to use skin care products such as moisturizers and facial cleansing products.  Both U.S. Hispanic genders are more likely to choose scented products in the deodorant category, and male U.S. Hispanics are more likely to choose scented shaving cream.  Frequent tooth brushing and flossing, additionally, is a characteristic of both male and female U.S. Hispanics.

One of the most distinctive features of the U.S. Hispanic consumer market, according to David Sprinkle, publisher of Packaged Facts, is that it includes a substantial segment of high-volume users of health and beauty care products.  For example, female Hispanics are nearly twice as likely as women on average to have used shampoo 12 or more times in the last seven days, such that they account for 26% of all women in this high-frequency usage category.

When looking for health and beauty care products, moreover, U.S. Hispanics are more likely than consumers on average to be attracted to products positioned as organic and natural, a pattern that holds for both male and female Hispanics.

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For more information about starting a DRTV campaign, contact Tom at tom@listenupespanol.com or visit ListenUpEspanol.com

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