Latina beauty, beyond stereotypes

Case study: Beauty
Need
A major international cosmetics group was seeking to develop a strategy for connecting authentically with Latina consumers, going beyond mere tokenism.
Approach
A study combining quantitative neuro-emotional testing and semiotic analysis based on over 85 beauty visuals with Latinas, to decipher emotional and cultural drivers.
Impact
The results enabled to map the most aspirational content, orient creative guidelines and offer a narrative framework rooted in cultural understanding.
Engaging Latinas means reaching out beyond clichés and offering an authentic representation, rooted in a detailed understanding of their culture. The key to a lasting, meaningful relationship.
Alexandra Roulston
Ifop Marketing

Fairer beauty for a stronger bond
Thanks to this study, the brand was able to identify the most authentic and aspirational content for Latina consumers. The guidelines resulting from the project provide a solid creative framework for aligning communication and cultural values, while avoiding stereotypical representations.
Share your brief
If you don’t have one, we can build it together
A good brief includes your problem, your target audience, the themes you want to explore and other key elements.