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Professional Hair Care Line for Latinas Launches in the U.S.; JossClaude Products Targets the Fastest Growing U.S. Ethnic Market

CHICAGO--(BUSINESS WIRE)--June 7, 2004--JossClaude Products, Latin America's leading hair experts, today introduced Formula Latina, the first major line of professional hair care products designed exclusively for U.S. Latinas. Aimed at capturing the fastest growing segment of the $5.6 billion hair care industry(1), Formula Latina features Spanish-dominant packaging and advertising, and products designed to address the key concerns of the Latina consumer - a first for a U.S. hair care brand.

 

Until today, the only major hair care brands focusing on Latinas were large, general market brands attempting to build a "crossover" market. In contrast, Formula Latina is wholly focused on Latinas and is the first major brand created in the U.S. for U.S. Latinas. Moreover, it is the only brand featuring a full range of products designed to eliminate frizz and add shine - the top Latina hair concerns.

"Formula Latina is revolutionary for the hair care industry," said Mike Puican, Chief Executive Officer of JossClaude Products. "It is the first brand to recognize that the Latina woman is unique and to develop original products just for her. Not only does Formula Latina meet the Latina woman's hair care needs, but it also speaks her preferred language, both on the package and in advertising. No other U.S.-based hair care company can make these same claims."

Latinas and the Hair Care Industry

According to Puican, the response from retailers and consumers has been overwhelmingly positive. Nearly 3,000 stores are already selling Formula Latina, including such retailers as Wal-Mart, Target, Kroger, Pathmark, HEB and Albertson's. "There is significant market potential for a brand like Formula Latina," he said. He points to statistics that demonstrate the enormous impact and impressive growth potential of the Latina market which place this group of women among the hair care industry's best customers:

-- Latina women purchase 16 percent more premium hair care products per capita than the general market.(2)

-- Latina women also purchase more of each different type of hair care product (shampoo, conditioner, hair spray, etc.). For example, Latina women purchase 86 percent more hair color than non-Latinas.(3)

-- Sixty-three percent of Latinas are under the age of 35(4), and they've spent more than $200 on hair care products in the last six months.(5)

-- Latinas provide better growth opportunities for retailers and packaged goods. It is projected that by 2010, the number of U.S. Latinas age 18-49 will increase by 35 percent, while the number of non-Latinas will decline by 2.4 percent.(6)

-- Advertising in Spanish, the preferred language of U.S. Latinos, has 60 percent greater recall (the rate at which a person is able to remember the product being advertised) and is five times more persuasive.(7)

Latinas are very diverse and so is their hair, which can range from thick and curly to fine and straight. Despite this wide variance, many Latinas share many of the same hair care concerns. Formula Latina solves hair problems with a complete range of nutrient-rich shampoos, conditioners and styling products that provide excellent moisturizing, deep conditioning and effective control.

"Latinas across the U.S. told us that they are looking for a moisturizing and conditioning line of products to control frizz and make their hair shiny," said Puican. "No matter if they are from the Caribbean, Mexico or South America, Formula Latina helps all Latinas eliminate frizz and add shine, even during high humidity."

Formula Latina features a variety of formulas with essential pro-vitamins and natural herbs, such as avocado and jojoba seed oils and green tea. It offers exclusive, high-performance products no other retail line carries, including Formula Latina Shampoo and Conditioner for Long Hair, Aerosol Shine Spray and Instant Repair Spray.

Marketing Support

In order to reach its target, Puican reports that JossClaude Products plans to raise awareness through a variety of aggressive marketing efforts, including advertising in national magazines and on radio stations in the top Latino markets. Carrying the tagline, "La formula inspirada en ti," the print and radio advertising is lively, upbeat and inspirational, encouraging the Latina woman to look, feel and be her best.

In addition, Formula Latina is working with International Celebrity Hairstylist Oliver Ifergan to serve as a spokesperson and styling expert during public relations, sampling and promotional initiatives across the country. Ifergan has styled hair for such world famous Latina celebrities as Paulina Rubio and Alejandra Guzman and enjoys a national reputation as a beauty expert. He brings a wealth of industry knowledge and celebrity appeal to his role.

Formula Latina also enjoys the support and hair care expertise of Joss Ifergan and Claude Joanin, founders of JossClaude Stylistes, the largest chain of salons in Latin America. Their creative vision and unique style is widely respected throughout Latin America and has been instrumental in development of the line.

Formula Latina products range in price from $5.99 - $8.99, and are available in grocery, mass merchandise, and retail stores in many parts of the U.S., particularly in New York and the Southwest, from Texas to California. Products can also be ordered online beginning this May at www.jossclaudeproducts.com. Further distribution is planned for later this year.

About Formula Latina