Latina beauty, beyond stereotypes
Case study: Beauty
Need
A major international cosmetics group was seeking to develop a strategy for connecting authentically with Latina consumers, going beyond mere tokenism.
Approach
A study combining quantitative neuro-emotional testing and semiotic analysis based on over 85 beauty visuals with Latinas, to decipher emotional and cultural drivers.
Impact
The results enabled to map the most aspirational content, orient creative guidelines and offer a narrative framework rooted in cultural understanding.
Telling a different story of beauty, step by step
Understanding the brand’s purpose
This first step enabled us to pinpoint the expectations of a global stakeholder in the beauty industry: to go beyond superficial representations and create more authentic, meaningful stories capable of striking a chord with Latina consumers.
Deciphering meaningful codes
Methodological approach combining quantitative neuro-emotional tests and in-depth semiotic analysis was implemented. Over 85 visuals were submitted to panels of Latina consumers, to measure emotional reactions and decipher symbolic and cultural codes.
Diving into the heart of beauty stories
A subtle analysis of the emotional, symbolic and aesthetic aspects of beauty content, highlighting the authenticity of expressions, the confidence exuded and the level of naturalness. The findings clearly highlight the difference between real aspirations and perceived stereotypes.
Setting strong benchmarks for enhanced engagement
Concrete, inspiring recommendations were defined to guide content creation: creative axes, visual choices and tones of voice reflecting consumer expectations, to reinforce the cultural relevance of brands and avoid tokenism.
Engaging Latinas means reaching out beyond clichés and offering an authentic representation, rooted in a detailed understanding of their culture. The key to a lasting, meaningful relationship.
Alexandra Roulston
Ifop Marketing
Fairer beauty for a stronger bond
Thanks to this study, the brand was able to identify the most authentic and aspirational content for Latina consumers. The guidelines resulting from the project provide a solid creative framework for aligning communication and cultural values, while avoiding stereotypical representations.
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