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“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..“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. Locations, dates and speakers can be found by visiting www.pasalabelleza.com
Pasa la Belleza also offers the opportunity to have well-known celebrity stylists Leonardo Rocco and Fernando Navarro visit them in their own home and give them head-to-toe beauty consultations, exclusive tips and celebrity insider secrets through the Win a Day of Beauty Sweepstakes. Each winner will also receive a gift basket filled with Dove, Suave, or Caress beauty products. The sweepstakes ends on September 30, 2007. There will be three grand prize winners selected in October 2007. No purchase necessary. For more details and for rules and regulations, visit http://www.pasalabelleza.com.
About Unilever
Unilever [NYSE: UL, UN], one of the world’s largest consumer products companies, aims to add vitality to life by meeting everyday needs for nutrition, hygiene and personal care. Each day, around the world, consumers make 150 million decisions to purchase Unilever products. The company has a portfolio of brands that make people feel good, look good and get more out of life.In the United States these brands include recognized names such as: Axe, “all,” Ben & Jerry’s, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann’s, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever in the United States employs approximately 13,000 people in 60 office and manufacturing sites in 24 states and Puerto Rico – generating nearly $10 billion in sales in 2006. For more information visit http://www.unileverusa.com. “
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