As part of a new personal care marketing campaign directly targeted at Hispanic consumers, Unilever asked influencers like celebrity stylist Leonardo Rocco, groomer Marcos "Reggae" Smith, and model Denise Bidot to share their own personal care and beauty tips. Naturally, these tips shared to the campaign microsite will go hand-in-hand with Unilever's broad portfolio of products, including AXE, Dove and TRESemme.
The #100PorCientoTu is a digital campaign that celebrates the diversity of the Hispanic and Latino communities with an emphasis on confidence and self-expression. Using the campaign hashtag, social media users are encouraged to share photos of their personal style.
Beyond beauty, #100PorCientoTu is also sponsoring Latin concerts across the United States, as music is a huge part of personal expression for many. Unilever is now supporting The Fenix Tour by Latin artist Nicky Jam in New York City and the Hispanicize festival in Florida.
Hispanic Beauty Campaigns
Unilever's #100PorCientoTu Personal Care Marketing Celebrates Expression
Trend Themes
1. Hispanic Personal Care Marketing - Unilever's #100PorCientoTu campaign targets Hispanic consumers, creating an opportunity for brands to develop personal care products specifically tailored to this demographic.
2. Social Media Influencer Partnerships - Engaging influencers like Leonardo Rocco, Marcos "Reggae" Smith, and Denise Bidot allows brands to tap into their large followings and reach a diverse Hispanic audience.
3. Music and Personal Expression - The #100PorCientoTu campaign's sponsorship of Latin concerts highlights the connection between music and personal expression, offering brands in the music industry a chance to align themselves with this self-expression movement.
Industry Implications
1. Beauty and Personal Care - Unilever's #100PorCientoTu campaign showcases the potential for beauty and personal care brands to target Hispanic consumers and celebrate their diversity.
2. Social Media Marketing - The use of influencers and the #100PorCientoTu campaign hashtag demonstrates the effectiveness of social media marketing in reaching Hispanic audiences.
3. Music and Entertainment - The sponsorship of Latin concerts by the #100PorCientoTu campaign creates opportunities for brands in the music and entertainment industry to engage with Hispanic consumers and promote personal expression.