Why target Latinas?
US. I am originally from Mexico City, but grew up the vast part of my life here (over 30 years). Growing up as a Latina and understanding what were the needs not necessarily filled by general market brands and the fact that we are very unique within our own segment – spending a lot of time talking to a lot of Latina women from different cultural backgrounds – I realized there’s a huge gap here in terms of cosmetics. If you really think about it, it’s hard to believe we are in the most competitive market in the world, in terms if what is available, but we have some very unique needs because of our cultural backgrounds and diversities and mixes of cultures that make up the Hispanic Market in the US today! So, really being able to focus 100% on celebrating Latina beauty and not be a subset of a major brand, but really created from conception from the ground up addressing specifically our needs in terms of health and beauty – that’s how the idea came about.
