Two years ago, research by Mintel showed that Hispanic women feel underrepresented in North American beauty and personal care aisles. For example, even if they speak English, they like to have bilingual packaging because it signals an acknowledgement of and respect for their culture. Now, Unilever's Suave Professionals brand of hair care products has gone beyond recognition and given them some much-needed attention. In partnership with the Univision Network, Unilever North America created a contest that tied in with a Spanish-language telenovela.
The official hair care sponsor of "El Talisman," Suave Professionals, awarded one lucky fan the opportunity for a walk-on role in the limited-run soap opera. As part of the "Estrena Tu Transformacion" (Reveal Your Transformation) contest, people were asked to share their most dramatic hair transformations via Suave's Facebook page, Belleza Suave. The winner, Mayra Mendoza, not only showed up as a key character in a pivotal scene of the last week of the series, but she was also made-over by Suave Professionals celebrity stylist Leonardo Rocco. To round out her grand prize, Mendoza won a $5,000 cash prize.
Taking the integration a step further, a dedicated section on NovelasySeries.com featured Talisman-inspired hairstyle how-to videos, recreated by Leonardo Rocco. Throughout the telenovela, the Suave Professionals Keratin Infusion range was integrated into three pivotal moments of the ever-dramatic story. Mendoza's experience will be featured on Univision Network's "Despierta America" as she shares a behind-the-scenes look and talks about this life-changing journey.
"We provided a one-of-a-kind opportunity to bring Latinas closer to their favorite novela stars and for the first time put a fan on the show," said David Rubin, U.S. Haircare Marketing Director for Unilever.
WHAT DOES IT MEAN TO ME?
This is a contest to take note of. Its spot-on use of a contest to connect a CPG product to a Hispanic audience can surely inform your shopper marketing efforts. The promotion shows a deep understanding of Hispanic women: in their embrace of the telenovela format, in their penchant for "looking good" and in their need for some attention from beauty product manufacturers. What better way to get attention from Latinas than to give them attention?