Hispanic men not only associate the use of grooming products with personal confidence and attractiveness, but also believe that looking good is a way to get ahead in life and at work, according to a new study commissioned and released by Univision. The findings of the study – Why Latinos Look So Good – were revealed in March, 2011, as part of a panel discussion in New York, with Univision’s Giselle Blondet (“Nuestra Belleza Latina”); renowned actor Cristián de la Fuente (“Private Practice”); Ruth Gaviria, Univision’s SVP of Corporate Marketing; David Salazar, Multicultural Manager for Target Guest Insights, Target; Samy, Celebrity Stylist; and Daniel Villarroel, AVP for Experiential & Diversity Marketing, Maybelline NY/Garnier.
The Univision study revealed three key grooming essentials for Latinos – they celebrate “vanidad” over “machismo;” personal care rituals go beyond the basics; and they say “speak my language, speak my culture.”
