MERCADEO Versión en español
Patrick Harrington From Vilore Foods: Growth On Health and Beauty Care Products by Latina Consumers
Manuela Walfenzao| 6 de octubre de 2017
74% de las latinas manifiestan que es muy probable que recomienden productos de su preferencia
Patrick Harrington, Director of Marketing at Vilore Foods wrote an article at MediaPost about the growing consumption of Health and Beauty Care (HBC) products by Latina consumers. “The HBC categories represent some of the biggest opportunities to successfully franchise Latina shoppers, and given its relentless pace, it promises to be filled with excitement and challenges for those marketers and retailers targeting multicultural female consumers in the years to come” he said. He mentioned five criteria that are driving HBC categories by the Latina shopper, regarding acculturation, in-store merchandising, digital content, among others. For Harrington, even though the traditional acculturation variables of preferred language, media usage, cultural affinity to the country of origin and years residing in the U.S. are useful, they are beginning to lose relevance. “Latina consumers increasingly shape their HBC purchasing on everyday experiences and the influencing of peers or celebrity endorsements.” Another criteria to take into account is that category demand is driving consistency in traditional media advertising expenditures. He explained that over the past four years, three of the Top 10 brand advertisers in Spanish language media are HBC corporations. But he noted: “Keep in mind this only considers measured media, so it would be interesting to quantify other media expenditures which may not be measured.” For Harrison, in-store merchandising and personal selling are necessary to successfully connect with Latina HBC shoppers: Seeing is believing. Also, the advent of Latina-influenced HBC digital content, which creates a vast reservoir of creative ingredients that become the storylines that these women narrate every day, and that expands their size and influence in the digital arena.
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