Pasa La Belleza – an experiential & viral way for Latinas to Talk Beauty.

Offering Latinas a culturally relevant way to communicate with one another, Unilever’s Hispanic beauty platform, Pasa La Belleza, has a wide-range of activities, including an interactive Web site, organic product integration on TV, in-store beauty demonstrations, beauty parties in key local Hispanic markets, access to stylists’ beauty tips, product samples and a special sweepstakes where entrants could Win a Day of Beauty with their favorite celebrity stylists in their own home.

“Pasa La Belleza was created based on the key insight that Latinas love to share beauty secrets with friends and family since they are more likely to buy beauty products based on personal recommendations or when they can personally test them,” says Marisol Martinez, Multicultural Brand Manager at Unilever HPC. The program offers U.S. Latinas a truly experiential 360 degree platform to connect at culturally relevant touch points,” adds Martinez.

Pasa La Belleza is the beauty program under Unilever’s overarching Hispanic initiative ViveMejor, which was established to bring to life Unilever’s Vitality mission among Hispanics to help them look good, feel good and get more out of life.

Pasalabelleza.com, the interactive destination created specifically for Latinas to find the latest in beauty, fashion, events and more, will change the way Latinas share their beauty secrets with one another. The Web site offers beauty secrets and tips that can be emailed to friends and family as well as product information and samples from Dove, Suave and Caress. Visitors can also post their own beauty tip messages or videos for other Latinas to enjoy.

Another component of the program features an exclusive partnership with the non-profit Latina organization, Las Comadres Para Las Americas. Latinas nationwide will be able to participate in local Beauty Charlas, which feature intimate sessions with celebrity stylists, self esteem/image experts and even dance instructors. The Beauty Charlas offer Latinas an opportunity to meet others like them in their communities, to hear great advice and tips, and most of all, to have fun!

“We are so proud to work with a company that is empowering Latinas to feel confident and beautiful no matter what their age or life stage,” says Nora Comstock, President and CEO of Las Comadres.