RELUCIR launches to target Hispanics

RELUCIR, a Spanish word derived from the Latin word “relucere”, means to glow or shine and it is the company’s promise to have its products give luster by only using the purest and most natural ingredients in its formulation.

To capitalize on the brand name and Hispanics’ high usage of hair and skin care products, RELUCIR’S initial approach will target this consumer population.   “When we were researching for our launch, we found that there’s almost an even split between Hispanic women who take care of their hair at home and those that go to a salon regularly.  Even men overindex in spending in haircare products, moisturizers and fragrances. With the Hispanic haircare category generating $5 billion a year, and understanding the importance natural and organic ingredients have for these consumers, it made sense for us to start with the Hispanic market as our initial target”,  according to company president Abhilash Barot.
 

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