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...
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
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