Univision Sets Out to Cash In on Rapidly Growing Male Grooming Biz

On the day after announcing the departure of its CEO, Univision Communications gathered about 150 people, between agency executives and marketers, at Manhattan's Bryant Park Grill Tuesday morning to discuss a relatively small business, but one with huge potential: The Latino grooming business, a category where Hispanic media has been making strides of late, and where Latinos overindex against non-Latinos. “We are talking about a market that will win you the loyalty -and wallets- of Latino males,” said Ruth Gaviria, Univision’s svp of corporate marketing as a way of introduction before welcoming a colorful panel that included Univision Nuestra Belleza Latina host Giselle Blondet; Chilean actor Cristián de la Fuente; David Salazar, multicultural marketing manager for Target Guest Insights, Maybelline Garnier’s Daniel Villarroel and celebrity stylist Samy.

As is the case with most of the category drivers, recently released U.S. Census figures tell a good part of the story: Hispanic men account for nearly 20 percent of all men ages 18-34 in the U.S. and one in every 5 men between the ages of 18 and 49 is Hispanic. What’s more, Gaviria reminded a mostly baby-boom generation, in the year 2050 one out of every 3 men will be a Latino.

Panelists took time to discuss the findings of Why Latinos Look so Good, a study commissioned and released by Univision, showing among other things that marketers have to shed the misperception of Hispanic men as machos and start to look at them as vanidosos (conceited) who take care of their appearance, not only to look good but also to feel good. “Think about it, in Latin America we still submit resumes with our pictures attached on them,” said Target’s David Salazar. READ MORE

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Univision Sets Out to Cash In on Rapidly Growing Male Grooming Biz

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