Spring Cleaning.

According to the Bureau of Labor Statistics, in 2001, Hispanics spent 43% more than average on soaps and detergents, and 16% more than average on cleansing and toilet tissues.

It isn’t that Hispanics are just cleaner than the rest of the population. The over consumption of such products lies in the culture’s relationship orientation. To the Latino customers, cleanliness is an outward expression of values, status, and respect for others. It is a sign that our homes and our persons are acceptable for interaction. Marketers rarely understand this link between the Latino psyche and, say, their choice in laundry care. But it exists.

When asked what is most important in purchasing soap, for example, most Hispanic consumers answered fragrance and lather. It mattered to them that they could see the product working and it mattered that after the shower was over and done with others could tell they were clean by just a whiff. Both manufacturers and marketers need to understand this connection to be able to position their products effectively among Latinos.

Consider these messaging guidelines when targeting home care products to Hispanics:

1. Show Value
Hispanic families tend to be larger than the average American clan. While Hispanics will pay more for perceived quality, they also must cut their losses if a product is too expensive. After all, they usually have to buy more of it, more often. It is vital to establish the value of your product up front with this consumer. This can be done through distribution partnerships, promotions or packaging.

2. Don’t Overcomplicate It
The latest and greatest technology is not necessarily the hook for most Hispanic consumers if they cannot understand how to use it. When positioning your new and improved product, it’s just as important to toot its ease of use. This guarantees that your advanced feature actually advances to the checkout line.

3. Make Sure it Smells
Fragrance is always key to any home care product. Hispanics associates fragrance with intended cleaning results. Giants S. C. Johnson & Son and Proctor & Gamble know this and have begun to add Hispanic favorite lavender and lemon scents to their product lines. Like my mother always says, “¿Si no lo puedes oler, como vas a saber?” (If it doesn’t smell, how can you tell?)

Erika Propser
Director of Strategy
Garcia 360 Comunica, San Antonio