Reaching Hispanic Women (18-35):
A Social Media Analysis
Courtesy of The San Jose Group- Chicago, IL
February, 2014
Mary Kay & Latinas
• As of 2010, the Latina sales force comprises a sizeable percentage
of Mary Kay’s total new businesses...
Did You Know?

Hispanic buying is the fastest
growing and projected to exceed
$1.3 trillion in 2014.

Wearing makeup is co...
The Competition
L’Oreal partners with Hispanic
Latina Magazine and Latina
Mom Bloggers. The company
maintains relationship...
SJG Success with Latinas
• The San Jose Group (SJG ) prides itself in its ability to develop innovative solutions to
conne...
Opportunities to Expand
• Mary Kay offers a Spanish translation of its website that
could be optimized with trans-culturat...
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Mary kay

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Mary kay

  1. 1. Reaching Hispanic Women (18-35): A Social Media Analysis Courtesy of The San Jose Group- Chicago, IL February, 2014
  2. 2. Mary Kay & Latinas • As of 2010, the Latina sales force comprises a sizeable percentage of Mary Kay’s total new businesses and has been on a steady annual increase of 40 percent. • Mary Kay’s values closely mirror Hispanic values such as “God first, Family second, Career third” and “The Golden Rule”. • Corporate Social Responsibility: - In 2013, Mary Kay sponsored the 1st US-Brazil Girl’s Empowerment Conference, in Rio de Jeneiro, for 80 girls from Brazil, the US, Chile, Mexico and Uruguay. - Mary Kay Mexico’s Dar amor y esperanza (Give love and hope) program offers financial support to governmental agencies that educate and shelter abused women. • Additional Latina Marketing Efforts: – Spanish language advertisements and website – In-language “In Touch” Network – Latina Blogger Engagement – Sponsorship of Univision original web series, “Arranque de Pasión” – Bilingual Twitter parties revolving around health, beauty and telenovelas. #MKNovela parties taught participants how to recreate glamorous looks worn by popular telenovela stars
  3. 3. Did You Know? Hispanic buying is the fastest growing and projected to exceed $1.3 trillion in 2014. Wearing makeup is considered essential to 69% of Hispanic women, compared to 46% of the general population. 50% of Latinas feel it is important to have counter brand representatives speak their language. Latina Entrepreneurs • As of August, 2013, Hispanic women-owned businesses in the United States reached 787,914. • Latina business owners have a start-up rate of six times the national average. • Over the past decade, there has been an almost 200 percent increase in Latina-owned business. • Currently, Latinas own 10% of Women owned businesses. 82% of Latinas seek out products with natural ingredients, compared to 66% of the general population.
  4. 4. The Competition L’Oreal partners with Hispanic Latina Magazine and Latina Mom Bloggers. The company maintains relationships Hispanic media online via shared posts and retweets. L’Oreal dedicates specific social media pages to celebrating diversity. Avon incorporates Spanish language updates/posts within its English social channels. CoverGirl’s “Belleza Latina,” is a bilingual website devoted to Latina-focused content. L’Oreal and CoverGirl use Spanish language social media and YouTube to engage Hispanic women . CoverGirl enlists influential Latina social brand ambassadors such as Becky G to contribute to its online engagement efforts. Brands, like MAC and L’Oreal, keep social media channels up to date, using relevant content such as “How To” instructions and video tutorials to engage women. Hispanics, women in particular, over-index for online personal care inquiries. Also, 80% of Latinas use the internet to inform purchase decisions.
  5. 5. SJG Success with Latinas • The San Jose Group (SJG ) prides itself in its ability to develop innovative solutions to connect brands and consumers. • The agency’s expertise lies within reaching segmented audiences with its historical success demonstrating a unique communications prowess, particularly within Hispanic markets. • Here is just one example of how SJG has boosted brand awareness and sampling among Latina consumers: • Gorton’s Seafood commissioned SJG to help increase online engagement. • SJG created a blogger program to increase product sampling. Bloggers competed in “Cocina, Bloguea y ¡Gana!” (Cook, Blog and Win) to produce the best Latin flavored recipe using Gorton’s Breaded Fish Fillets. • Contestants were encouraged to leverage their social media channels to promote their recipes. The blog campaign achieved 4.5MM media impressions in social media.
  6. 6. Opportunities to Expand • Mary Kay offers a Spanish translation of its website that could be optimized with trans-culturated, Latina-specific content • Increase online/social engagement among Spanishpreferred Hispanic American women • Developing in-language digital ads and instructional videos would attract more Latina consumers to the Mary Kay brand • Spanish language information and promotional materials about Mary Kay’s entrepreneurial opportunities would grow the company’s Latina sales force Ebonne Just Public Relations Account Director We welcome the opportunity to speak with you in greater detail about strengthening Mary Kay’s online presence and relationship building efforts with Latina audiences. To learn more about our capabilities, please contact PR Account Director, Ebonne Just. Established in 1981, the San Jose Group (SJG) is an award winning, full-service marketing agency. For three decades, SJG has demonstrated success in more than 45 categories and follows a convergent marketing solutions model that directs its clients towards embracing the evolving total population consumer landscape. 233 N. Michigan Ave., 24th Fl. | Chicago, IL 60601 D: 312.565.6447 | T: 312.565.7000 | F: 312.565.7500 Wisdom. Applied thesanjosegroup.com ejust@sjadv.com

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