Activate

Drug Store News,  June 26, 2006  

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Que Linda Latina loves fragrances and cosmetics, but if there is one beauty segment that is closest to her heart it is perhaps hair care.

In fact, Hispanics spend nearly $20 more per household on hair care ($57.87 annually per Hispanic shopper versus $37.93 annually per non-Hispanic buyer) than non-Hispanic shoppers, according to the Multicultural Marketing report released in September 2005 by the General Merchandise Distributors Council Educational Foundation.

Given this fact, Activate Beauty's line of hair care products is ideal for this consumer as it is developed by Latinas for Latinas.

The line, which hit the retail market in 2005, was designed to help Latinas with their straight, wavy or curly hair.

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