Combe Incorporated Taps La Agencia de Orcí.

La Agencia de Orcí & Asociados has begun work on Combe Incorporated’s first U.S. Hispanic advertising campaign. The agency will launch advertising for a new Hispanic shade of Just For Men Haircolor to the U.S. Latino consumer this fall. The effort’s budget is estimated at $5 million.

La Agencia de Orcí was originally tasked to consult with Combe for brand positioning, strategy for Just For Men®, plan the media buy and to review the future advertising creative for the product. The agency’s assignment recently grew to include developing the ad creative for Combe’s first TV spot targeting Hispanics. The :30 spot for Just For Men® will air the fourth quarter of 2003. Advertising efforts for the product may be expanded to include other media and public relations.

The agency conducted research through focus groups in New York and Los Angeles, canvassing 35-64 year-old Hispanic men. Initial research concluded that Latin males are motivated to use a grooming product like hair color for slightly different reasons than a general market consumer. U.S. Latin men choose to change their appearance to feel better about themselves. They seek validation from people they know well – their family and friends.

Combe has begun national distribution of a new Hispanic shade of Just For Men® Haircolor in Spanish-language packaging. The Spanish-language packaging will be carried in the leading mass retail, drug and grocery stores in the country, including Albertsons, Kmart, Longs, Publix, Ralphs, Safeway and Walgreens.

“We understand the great potential of the U.S. Hispanic market and we want to aggressively capture this opportunity by partnering with La Agencia de Orcí,” states Michael Wendroff, Vice President of Haircolor Marketing at Combe. “Our company has a history of being ahead of the curve in addressing consumer needs and developing innovative products. Because they know the U.S. Hispanic marketplace so well, La Agencia de Orcí will help us to continue to be proactive by addressing a valuable consumer group in an effective way.”

“Combe makes great products and now is the time for them to take full advantage of the rapidly growing cultural acceptance and interest by U.S. Latinos to purchase health and beauty products,” said Jaime Ramírez, vice president – director of client services for La Agencia de Orcí & Asociados.