New Spanish-language website from Pantene Designed to let Latina Beauty Shine.

Latinas everywhere in the U.S. and Puerto Rico now have access at their fingertips to expert hairstyling secrets from home through pantene.com/español.

Designed to help Hispanic women learn about basic hair care for different hair types, the new Pantene website in Spanish offers the latest hair styling trends, detailed information about the different Pantene lines, as well as fun and everyday beauty information to help women shine.

According to research, Latinas spend more time and money in beauty than their peers. They also tend to experiment with their hair, straightening, curling, coloring and cutting frequently. According to Forrester Research, 51 percent of online Hispanics in the US prefer to be offered Spanish-language websites, and 23 percent must have Spanish online. 49 percent of Hispanic adults are online at least monthly, up from 45 percent in 2006. In addition, they seem to be more likely to trust companies that have a Spanish-language website.

“After extensive research, we have found that Hispanic women are hungry for haircare information in culture and language,” said Carolina Varela, brand manager for Pantene. “This website is an extension of our empowering message to Latinas “Nunca dejes de brillar” (Never stop shinning) and we hope it becomes an essential part of their beauty routine.”

The hair care brand is building on its commitment and the quality of its products to help women make the most of their hair routines. Pantene.com/español will be constantly updated to keep up with the latest trends and information women want. Some of the key website features include: downloadable videos featuring well-known Hispanic hairstylists such as Douglas and Albert, who will provide tips and advice; monthly e-blast articles discussing topics such as hair styling for special occasions, everyday looks, and basic hair care tips using the different Pantene lines for different hair types. In addition, users will be allowed to submit comments and questions to featured hair stylists and participate in online promotions such as the opportunity to win personal makeovers and other prizes.

“It is very exciting to be able to help Latinas make the most of the beautiful, diverse hair in our culture. We can show them how to do a professional-looking blow dry and how to keep hair looking healthy and shiny,” said Albert, a professional stylist.