The Cincinnati-based personal care firm has recruited stylist Antonio Rosales, who will become the brand spokesperson devoted to the growing US Hispanic market.
Rosales will join stylist Ben Skervin, who has been the brand’s global spokesperson for some time, in the fall.
He will also launch a new scalp care blog that will be available to consumers through the Head and Shoulder’s Spanish website, communicating the message that beautiful hair starts with a healthy scalp.
Target Hispanic consumers
Rosales was voted one of the top ten Hispanic hairstylists in the US by Latina magazine and by welcoming him on board P&G hope to spread brand awareness amongst this increasingly important consumer group.
“We are very happy to have Antonio on board as we recognise our Hispanic consumers have unique hair care and styling needs,” said Hernan Lopez, assistant brand manager for Head and Shoulders.
According to figures from the US census bureau in 2006 the Hispanic population in the US stood at 44.3 million, 14.8 per cent of the total US population.
In recent years cosmetics and personal care companies have recognised the significance of this consumer group and have been targeting the population with specifically designed products and marketing efforts.
Potential growth areas
The ethnic-specific cosmetics market was estimated by market research company Packaged Facts to be worth $1.9bn having grown 19 per cent between 2001 and 2006.
Furthermore, in a report published last year, Euromonitor stated: "Major cosmetics and toiletries manufacturers are watching these (ethnic hair care, skin care and color cosmetics) categories closely because they consider them major potential areas for growth."