Why Major Makeup Brands Have Gone Bilingual
Women spend hundreds of dollars in beauty products every year, and these days more than ever major brands are tapping into the Hispanic market.
Labels like L'Oréal Paris, Cover Girl, MAC, and Bobbi Brown cosmetics are among those leading labels creating products tailored to the needs of Latinas.
Helping L'Oréal Paris to target that market is Jennifer Lopez. The entertainer first signed with the brand to help promote True Match foundation which today has 14 new shades for multiethnic skin. The foundation was originally launched in 1994, but has undergone some changes since then.
In a recent article in Women's Wear Daily, Nathalie Kristo, a spokesperson for L'Oréal Paris said the additional shades were added to address the growing Hispanic and African-American demographics.
Lopez is also a spokesperson for the company's Infallible Le Rouge ad and their EverSleek shampoo & conditioner.
Another celebrity who the company has turned to for help is Eva Longoria. Longoria has assisted in promoting products such as Volume Million Lashes, Color Riche Made for Me lipstick and hair care products like Casting Creme Gloss.
Cover Girl recently snatched up Colombian born A-lister Sofia Vergara as their brand ambassador.
On the company's website, Vergara said she signed on with Cover Girl because she wanted "to show all women that they can look and feel beautiful with the right, affordable makeup."
The actress has been instrumental in moving their top selling Lash Blast mascara.
Jennifer Lopez, Eva Longoria and Sofia Vergara, top latino choices for major brands.
As one of Procter & Gamble products, Cover Girl is also featured on the company's Latina geared website called Orgullosa.com. The site is committed to connecting with and celebrating Latina women.
There's a section for beauty tips, inspiration, culture and categories including family life and culture.
Other beauty products featured on the site include Pantene and Olay.
When it comes to department store brands, MAC has called on stars like Christina Aguilera and Ricky Martin - who this year alongside Nicki Minaj teamed up to promote MAC Viva Glam. The collaboration was to help kick start a new campaign to bring HIV/AIDS awareness to Latin America. Martin was the inspiration behind a new VIVA GLAM Lip Conditioner.
In the case of Bobbi Brown, she personally trained make up artist Rogelio Reyna who is now her manager of artistry and education. He travels to Florida, Puerto Rico, and Latin America to educate women on beauty and help them achieve their best look. Reyna will be at Bloomingdales in Aventura Mall Saturday August 11.
With more than 50 million Latinos living in the United States and growing, more brands are expected in the future to follow in these foot steps using a roster of icon figures to help entice buyers.