Latino Men: Why the Original Metrosexuals Should Be Attractive to Marketers

By Chiqui Cartagena, AdAge.


Over the past couple of years, a ton of research has been released about the power of Latina women. And honestly, the focus on Latinas was long overdue. But while women are, no doubt, important to marketers, we seem to have lost sight of our men. Hispanic men, after all, make up 20% of the total U.S. population and while they may not have total control of the Hispanic "purse strings," they do have a say in what is bought for the household, especially when it comes to personal care. So the research shared by Univision last week felt like a breath of fresh air.


During an invitation-only breakfast at the Bryant Park Grill in New York, Univision Senior VP-Corporate Marketing Ruth Gaviria unveiled the results of a new study* called "Why Latinos Look So Good" and moderated a panel discussion on the subject with marketers and TV personalities: Cristian de la Fuente (who is hunkier in person than on TV, if you can believe it!); Univision's own Giselle Blondet; David Salazar, multicultural manager for Target Guest Insights; celebrity stylist Samy; and Daniel Villarroel, assistant VP-experiential and diversity marketing, Maybelline New York/Garnier.


As a Latina, the findings totally resonated with me. I've always known that my men love to "primp and groom." They just like to look good. I don't know if it's that "Latin lover" thing, but gay or straight, Latin men do the whole nine: mani-pedi, hair, cologne. It's what this study called celebrating their "vanidad" (the good kind of vanity with a small "v") over "machismo."


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