by Abelardo de la Peña Jr.
WHAT’S HAPPENING
- Palmolive is for dishes, right? Yes, but it’s also a favorite for hair in Mexico. Palmolive Caprice shampoos and conditioners are being stocked on Wal-Mart shelves in stores serving predominantly Latino populations.
- Colgate-Palmolive is banking on identifying products that Latinos miss from their home countries and importing them to the U.S. The brand’s Suavitel has attained a 12% share of the fabric softener category and Fabuloso household cleaner has 7% market share in its category (AdAge.com 6.28.10).
- Some supermarkets and department stores were already stocking the Palmolive hair care products, diverted from Mexico. Now that it’s being imported, both Latinas and non-Latinas will have ready access to the product some know as the “Mexican shampoo” (LongNaturalHair.Blogspot.com 5.6.10).
WHAT THIS MEANS TO BUSINESS
- Latinos immigrating to the U.S. bring their language, culture, heritage and product preferences. Brands that can put familiar and beloved products within easy reach and at a reasonable price have a ready-made market.
RESOURCES
- Colgate Palmolive
- Palmolive Caprice at Walmart.com
