Can P&G sell more cosmetics to Latinas by encouraging mentoring?

In 2011, Procter & Gamble launched Orgullosa, an online community to help Latinas connect with each other and P&G brands.  Since Latinas typically spend more on beauty products than any other consumer segment it was a smart move.  According to the company, the site currently has 1.5 million members, most between the ages of 23 and 27.  Impressive.

Based on research showing that 86% of Latinas between 20 and 39 say that they would like a mentor in their lives, P&G has announced this year's #LivingFabulosa focus is on building a network of role models and mentors.  They kicked the effort off Tuesday night with an event hosted by Diane Guerrero, featuring a "Chicas Night Out" beauty bar with give-aways and consultations about P&G beauty products.  Long term the effort will feature daily inspirational messages on Instagram, encouraging participants to join in. (Mahoney, 2016)

Here's the video...

https://www.youtube.com/watch?v=BJnIhtAvgK8

 

So what do you think of this effort?  Does it make sense?  Will it be successful?  Why or why not?

Georgi, C. (2011, September 16)  P&G Celebrates Hispanic Heritage Month with the launch of Orgullosa, an Inspiring Initiative that Fuels Latina Pride.  businesswire.com.  Retrieved February 25, 2016, from

http://www.businesswire.com/news/home/20110916005577/en/PG-Celebrates-Hispanic-Heritage-Month-Launch-Orgullosa

Mahoney, S. (2016, February 23)  P&G Focuses On Mentoring In Latest Latina Push.  mediapost.com.  Retrieved February 25, 2016, from,

http://www.mediapost.com/publications/article/269617/pg-focuses-on-mentoring-in-latest-latina-push.html?print

Lane Bryant and Sports Illustrated? I'm not sure I get it.

In recognition of the fact that 2/3 of Americans are either overweight or obese, Sports Illustrated  has decided to include more plus size models in their 2016 swimsuit edition.

Lane Bryant has decided to capitalize on this opportunity by forming a partnership with the magazine and advertising in it for the first time ever. (Guaglione, 2016)

But according to Wikipedia, 78% of Sports Illustrated readers are male.  So what's the plan?  Are they trying to get men to buy clothes for their gals?  Is Sports Illustrated trying to get more women to read the magazine?  Or were they both just trying to get me to write about it in my blog?

Guaglione, S. (2016, February 15)  First Lane Bryant Ads Dive Into 'Sports Illustrated Swimsuit'  mediapost.com.  http://www.mediapost.com/publications/article/268944/first-lane-bryant-ads-dive-into-sports-illustrate.html?edition=90291

Will you be taking a selfie with Saul?

Proving that some companies can be nimble on their feet and take advantage of unexpected opportunities, Cinnabon has parlayed an offhand remark in Breaking Bad into an ongoing partnership. 

When sleazy Saul commented that he'd be lucky to be managing a Cinnabon, the brand tweeted the actor who plays Saul and suggested that he visit their careers page.  And then, when he did get the job, they decided to partner with the spinoff show - Better Call Saul.  On the night the series kicked off in 2015, they offered free "mini-bon" packages to visitors. 

For this year's second season launch, on February 15, they will be giving away a free cup of coffee to visitors.  And, if you are willing to take a selfie with some of the life size Saul's at select locations and post them on Twitter, you might win a trip for two to Albuquerque, NM, the show's hometown.  (Lukovitz, 2016)

So what do you think?  Did you get your free mini-bon?  Will you pick up free coffee?  And what about the selfie?  Are you up for it?  Will anyone else be?

Lukovitz, K. (2016, February 10)  Cinnabon Offers Free Coffee, Sweeps For 'Better Call Saul' Kickoff.  mediapost.com.  Retrieved February 12, 2016, from

http://www.mediapost.com/publications/article/268697/cinnabon-offers-free-coffee-sweeps-for-better-ca.html?edition=90190