Panel discusses Latina habits, loyalty

NEW YORK Siempre Mujer magazine that included model, TV personality and author Daisy Fuentes. —When it comes to beauty, many Latinas are “obsessed,” and while they may tend to be brand-loyal, marketers shouldn’t take that for granted. That’s some of the advice panelists shared at a recent event hosted by

The panel discussion, held at Tribeca Cinemas in New York, focused on Latina beauty habits and addressed topics ranging from feelings about aging to brand loyalty.

Panelists included Fuentes, Siempre Mujer fashion and beauty editor Ursula Carranza, director of multicultural marketing for Macy’s Kristyn Page, celebrity hair stylist Leonardo Rocco, and celebrity dermatologist Alicia Barba. Meredith Hispanic Ventures VP Ruth Gaviria moderated the panel discussion.

During the discussion, Fuentes captured the general consensus of the panel when she said, “We’re not big fans of the natural look. Sometimes we think less is just, well, less.”

While hair is very important to Latinas, Carranza said that she believes “good skin is the foundation of true beauty,” and “Latinas are good at following a skin care regimen and tend to pay higher price points for skin care products.”

Page added that Latinas are brand-loyal, “but you can’t take that for granted.” Those brands that are doing a good job of reaching this market are taking a “360 approach” that includes a well-trained staff, the right products and events, and targeted creative and grassroots programs.