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Multicultural Musings

Welcome to the week’s buzz brought to you by the DeVries Global Multicultural Team. Cheers!

“Black Women Ruled The Emmy Awards 2015” – Vocativ

Viola Davis became the first black woman to win the Outstanding Lead Actress award in a drama series at the Primetime Emmy Awards Sunday night, positioning her among a handful of African-American entertainers who ruled the evening. From Uzo Aduba of Orange is the New Black to Regina King, who won an award for her role as a Muslim woman in the ABC series American Crime, the ceremony honored black women in an unprecedented way, and fans around the world erupted in celebration.

Things to consider: Davis’ win is a poignant moment in time for African American women everywhere. Her win not only highlights the growing success of African American actresses but the accomplishments of African American women in varying fields. Also of note at this year’s Emmy Awards is the number of African Americans who were nominated and won awards. This is a prime example of how this demographic is becoming a more visible and powerful consumer within American pop culture.

“Asians on pace to overtake Hispanics among U.S. immigrants, study shows” – CNN

Asians are on pace to become the largest immigrant group in the United States. Meanwhile, the share of new arrivals who are Hispanic is smaller than it was 50 years ago. And the percentage of the total U.S. population born outside this country was higher in 1890 than it is today.

Those are just some of the takeaways from an in-depth report released Monday by the Pew Research Center. At a time when U.S. politicians and wannabe presidents are batting around arguments and insults about immigration, the nearly 130-page document provides a nonpartisan analysis that explores trends and projects the future.

Things to consider: When it comes to the topic of immigration it seems that Hispanics are always at the forefront of these conversations. This new study, however, shows us that Asians could be the next big consumer group to shape spending habits in the U.S. As stated by the article, Asians will become the largest immigrant group in the United States making them a desirable group to target. From a marketing perspective this is incredible insight and lends further understanding into a bourgeoning market. It will be interesting to see over the years just how quickly companies tailor their marketing strategies to cater to Asian consumers.

“Latina skin care line targets hyperpigmentation” - CEW

Select Target and Walmart stores are staking their claim in meeting the needs of its diverse customer base by bringing onboard Conffianz, a line of skin care products specifically designed for Latinas.

The line, which includes three products, is formulated for Latina skin, which is rich in melanin, the skin pigment that not only accounts for the range of skin tones shared by Latinas but the characteristic that can also cause skin discoloration, hyperpigmentation, or dark spots, known in Spanish as “manchas.” Studies have shown that Latinas disproportionately suffer from hyperpigmentation, with one study concluding that up to 80% of Latinas will experience “manchas” at some point in life.

“Latinas spend over $9 billion in the US beauty market, outspending the general population, and yet there was no brand speaking exclusively to this beauty conscious consumer,“ said CEO Peter Snitzer. We wanted to change that, so we created a brand that solely focuses on the unique beauty needs of Latinas.”

Launched in 2014 and most recently recognized as a Futurist Multicultural Brand to watch, Conffianz believes that Latinas are worth the investment. The brand’s name itself is derived from the Spanish words confianza and confidente.

"When developing our brand we really listened to Latinas,” said VP of Marketing, Pamela Lopez. “We found these women appreciated Spanglish messaging on our packaging and related to the Latina models in our advertising. Keeping this feedback top of mind was crucial at every point in our process.”

First launching in dermatologists’ offices then over Spanish-language television, the brand’s debut line, Clear & Confident, is now expanding into the mass retail market, entering high Hispanic density Target stores across the country in September and high Hispanic density Walmart stores in the first quarter of 2016.

The collection contains a powerful combination of ingredients, just below prescription strength for clinical-level results and includes a Skin Lightener Cream, a Purifying Facial Cleanser and a Facial Moisturizer with SPF 30.

Things to consider: This skincare line is breaking barriers and paving the way for other brands who want to create products that are specific to certain ethnicities. What is surprising to hear is that Conffianz is one of the first of its kind. It is no secret that Latinos make up a large portion of the population but it is surprising to see just how in tune they are in the beauty sphere. From an agency perspective it would be interesting to see how this skincare line performs among Latinas and what that would mean for competing brands. Conffianz seems to not only have products that target Latinas, but these products address the most specific and important issues Latinas face every day. It would be interesting to see if the success of this brand somehow shifted the thinking of other skincare brands.