Five months ago, Patty Rodriguez, a very dedicated Latina MAC Cosmetics fan started a petition on Change.org for MAC to introduce a Selena Quintanilla make-up line.
“As a huge fan and customer of MAC Cosmetics and Latina woman, we want MAC Cosmetics to create a line that represents the community that shops MAC make-up.”
After only 24 hours, the petition reached 5,000 signatures and now has peaked to more than 38,000 signatures — Selena still holds a place in people’s hearts. Since MAC noticed the #SelenaQuintanillaForMAC hashtag and the buzz it generated on social media, they decided to give the people what they want. The Huffington Post said that James Gager, the Creative Director for MAC, released a statement to People en Español saying that they will introduce the collection in the last half of 2016.
From a marketing stand point, MAC Cosmetics made a smart move since “are…becoming the new majority consumer” and “Latinas are more willing to keep up with fashion trends as compared to other women the same age.” According to NBC News, since 2000 the Hispanic market has increased 155% to about $1.3 trillion.
Yes, Latina women are significantly growing as a consumer segment, but marketers also notice their influence at home. According to Nielsen’s senior vice president of public affairs and government relations, a survey they conducted found that 86% of them control household spending.
Companies like MAC Cosmetics are realizing that diversity matters when relating to their Latina consumers. The market is growing and MAC Cosmetics is responding to their Latina fans and the purchasing power this specific demographic holds.
Selena Quintanilla was and remains to be an iconic figure within the Latina community. Utilizing the culture and recognizing the importance of this demographic is key to being a successful brand in our diverse society.