Recognizing the strategic importance of the Latina consumer, a beauty company wanted to understand what they need and want from beauty products and brands.

To understand beauty, we had to first understand identity. The identity of Latina women today is shaped by the history and struggles of the generations of women who raised them, and the strength they have to succeed against the odds. What emerged was raw and unexpected, but we will never think of lipstick the same way.

These foundational insights about a critical consumer growth target were deployed company-wide and activated into product and commercial innovation across every brand.