Unilever brands engage Latinas in Beauty conversations
Integrated multimedia campaign is most effective way to reach Latino consumers.
Chicago, I.L. -- Building on the success of their 2004 national Hispanic campaign, Unilever and seven of its leading beauty brands, Dove, Suave, Ponds, Caress, Vaseline Intensive Care Lotion, Thermasilk and Finesse are providing attainable beauty solutions to the Latina consumer through a series of innovative media partnerships. Utilizing culturally relevant communications across multiple media channels, including broadcast, radio, event promotions and public relations, Unilever shows that fewer, bigger, better is the way to connect with Latinas.
“Our campaign embodies the personality of today's Latina woman and understands that although she lives a fast-paced life, she also takes pride in her appearance and femininity,” said Annette Fonte, Senior Multicultural Marketing Manager, Unilever. "We are engaging Latinas in a high-energy dialogue, providing her with the attainable beauty solutions she seeks through sources she trusts and in a language she understands.”
According to Fonte, the key was developing a campaign that fit seamlessly into the Latina consumer's lifestyle – whether shopping, attending festivals and community events, reading or watching Spanish-language news. To achieve this, Unilever has pioneered a partnership with Telemundo Network’s De Mañanita, one of the top morning shows on Spanish language television, to create integrated branded segments providing Latina consumers with the latest beauty care secrets.
Celebrity stylist Fernando Navarro serves as the beauty reporter providing beauty care tips and investigative looks into the beauty industry. Navarro is a stylist and makeup artist to some of Hollywood's most famous Latina stars, including Jennifer Lopez, Lucia Mendez and Maria Conchita Alonso.
This fusion of editorial and advertising is a new way of disseminating branded messages without disrupting the integrity of a television program. The first of the Belleza a Todo Volumen (Beauty at Full Volume) segments aired in May 2005 and will continue to air monthly through September.
“Each segment is different - from topic to location,” explained Fonte. “For example, our first segment began by asking Latinas on the street if they considered themselves beautiful and what they thought about real beauty. This gave us permission to talk about the link between the perception of beauty and women’s self esteem - a seamless transition to talk about Dove's Campaign for Real Beauty and how it challenges beauty stereotypes.”
Other topics include evening glamour, the science of beauty, how to be a smart shopper and summer beauty. All segment content is replicated online on telemundo.com and supplemented by local advertising on both television and radio with a strategic rotation of the brands.
While television is the central part of this campaign, it isn't the only vehicle. Fonte and her team believe in the 360° approach. A high-impact mobile beauty tour is traveling to key Hispanic markets engaging Latinas in beauty conversations and providing them with opportunities to touch, see, smell and sample the products. As amplification to last year's efforts, Spanish-speaking street teams will spend four weeks in-market generating buzz, encouraging attendance and driving trial.
In their continued dedication to the Latino market, Unilever has developed customized strategies with retail partners to help promote beauty sales with the Hispanic consumer. Latinas can receive a copy of the Secretos de Belleza (Beauty Secrets) booklet, which includes seasonal beauty tips, product information and coupons, at retail events, during the mobile beauty tour or by calling a bilingual hotline 1-877-ENCANTO.
“The key was reaching out to Latinas at multiple touch points and empowering them to feel good about themselves by taking care of themselves and their families – in short, get them talking about real beauty!” added Fonte.
The seven Unilever brands have emphasized integrated multicultural marketing over the past several years, employing the multi-brand approach since 2002. The brands have respective Hispanic outreach programs that leverage this platform to further communicate with Latinas. These programs can include various elements, ranging from package designs to media campaigns – all of which are designed to overlay the multi-brand campaign.
Unilever [NYSE: UL, UN], one of the world's largest consumer products companies, aims to add vitality to life by meeting everyday needs for nutrition, hygiene and personal care. Each day, around the world, consumers make 150 million decisions to purchase Unilever products. The company has a portfolio of brands that make people feel good, look good and get more out of life.
Dedicated to serving consumers and the communities where we live, work and play, Unilever in the United States employs more than 15 000 people in 74 office and manufacturing sites in 24 states and Puerto Rico - generating approximately $10 billion in sales in 2004. For more information visit www.unileverusa.com
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