Branding Opportunities in the Baby Care Industry with Hispanic Moms.

By Alejandra Guacaname, Master’s Student, Center for Hispanic Marketing Communication, Florida State University

There’s a reason that the new Gerber baby is Latina, Sofia Vergara is peddling Suave and Covergirl, and J.Lo’s Glow is the highest grossing celebrity-endorsed perfume of all time. These brands recognize that Latinos love to buy especially in certain categories. Particularly, they tend to over-index as consumers of beauty, hair, and baby products. In fact, according to a recent Nielsen study, if Latinos living in the U.S. were their own country, their buying power would make them one of the top twenty economies in the world.

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