Hello! Or should I say hola! I’m so happy to be writing this post for Tractenberg & Co. because those who know me—including Jacquie and her talented team—are well aware of my deep love for the Latina market. For those of you who don’t know me, I’m the editor of Glam Belleza Latina, Glamour’s new quarterly beauty magazine for Latinas, which is currently celebrating its one-year anniversary. Glam Belleza Latina gives Latinas even more of a reason to be beauty-obsessed, and needless to say, my team and I love living and breathing Latina beauty 24/7!
I’ve known the team at Tractenberg for years, and we have a unique and special relationship. In my last job I served as the assistant vice president of PR for Lancôme, one of Tractenberg’s clients, and before that, I had a long editorial career at WWD, W, and Ladies’ Home Journal, during which Tractenberg pitched stories to me. Tractenberg is now pitching me ideas again, but this time it’s for an entirely different reader. One of the many upsides of our relationship is that we can talk openly and honestly about the intricacies of reaching the Latina reader. When the opportunity arose to write about how I like to be pitched, I was all in. Here is my top advice for brands interested in reaching the Latina consumer.
1. Know that Latina consumers are not all created equal.
By now, most beauty brands are aware of Latinas’ buying power. It’s a fact—we tend to over-index, buying more beauty products compared with the general market consumer. However, it’s not enough to simply say that you want to target the “Latin market.” Just like with other demographics, the Latin market can be divided into further subsets. You need to ask yourself specifically what type of Latina you are targeting. For example, are you targeting the Spanish-dominant Latina mom, or are you interested in reaching a younger, acculturated Latina? First things first: Identify your specific target audience.
2. Understand the differences between Latin media outlets.
The rise of Latin-focused media means that you have more outlets at your disposal now than ever before. That’s the good news. The bad news is that it’s easy to assume that all Latin media is covering the same content or has the same point of view. For instance, Glam Belleza Latina is written in English with a smattering of Spanish, i.e., “Spanglish,” to reflect the language my readers and I speak with our friends. Glam Belleza Latina is targeting a modern American Latina audience of women like me, who were most likely born and raised in America but have strong ties to our Latin culture. As such, I prefer to receive press materials in English. I can read these materials in Spanish, but since I won’t be running the story in Spanish, I’d prefer to save us both a step and be pitched in English.
3. Employ publicists who are proficient in all things Latin.
For this point, I’m going to reference my PR experience. One of my top priorities at Lancôme was to develop and maintain close relationships with the Latin press by truly understanding the specific needs of their readers. (Latinas love, love, love luxury brands, and so I knew that the Latin reader would be hungry for news from Lancôme.) This included being aware of important cultural events, such as Hispanic Heritage Month, and pop moments like the Latin Grammys, for potential coverage opportunities. Latin-magazine editors admitted that they appreciated having someone in-house who legitimately understood their audience on a deeper level, which was a win all around.
Some agencies, like Tractenberg, have in-house publicists who are bilingual and, more important, understand the nuances of Glam Belleza Latina’s reader. As an editor, I find being able to brainstorm with such publicists, especially when it comes to Latin celebrities, a bonus. I love nothing more than a good “What do you think about so-and-so?” conversation. It’s so exciting to be able to discuss these topics with someone who knows exactly where I’m coming from.
4. Know your product’s Latin angle.
If the Latin market is important to your brand, then take the time to research specific angles to pitch me. For instance, perhaps the makeup artist affiliated with your makeup line is of Latin descent. Maybe this artist makes up certain Latin celebs. Or maybe the artist isn’t Latin but grew up in Miami and speaks Spanish. (And if he or she prefers to speak in Spanish, let me know before you introduce us.) As for products, offer me stats on what portion of your sales come from Latin consumers. I crave those details! Basic rules of PR apply here too. Do your homework, both on your products and my magazine before you pitch. (Visit http://glamlatina.com/get-your-issue/ to request your own issue!)
5. Get to know—really know—the Latin reader.
As I mentioned before, not all Latinas are created equal. Some of us have brown skin and curly hair, and others have pale skin and green eyes. Some of us have an accent, while others might not speak any Spanish. And telenovelas? There is no hard and fast rule here, either! Some of us are addicted to our Spanish soaps, while others consider watching telenovelas something our moms did when we were young. When you’re pitching a product for a round-up story, don’t assume that I care only about frizz-relief products. Similarly, tell me about skin care products that target a certain Latina issue, such as hyperpigmentation or loss of firmness. And while you’re at it, connect me with an expert who understands the mind-set of a Latina.
Now that I’ve shared some of my thoughts on pitching GBL and other types of Latin media, I can’t wait to hear from you. Feel free to reach out to me at [email protected] or @latin_tale.
You can follow Glam Belleza Latina on twitter @glamlatinamag.