Jafra Cosmetics, a division of Jafra World Holdings, is launching a new campaign and several new products designed to appeal to U.S. Hispanic women. The brand's new spring/summer collection of nail polishes and eye shadows is called, "Fiesta," which the company’s literatures says is "inspired by the smoldering beauty of Latina divas and the sultry moves of captivating dances such as the mambo, the salsa and the tango."
In March 2006, the company also released a 50th Anniversary color tabloid-style Spanish-language print supplement in several Hispanic markets. The insert, with a print run of one million copies, is called Embellece y Triunfa and was printed by La Opinión in Los Angeles for distribution in ImpreMedia's network of papers.
The company also initiated a grass-roots campaign designed to reward the success of its door-to-door saleswomen. Like its competitors, Mary Kay and Avon, Jafra sells cosmetics door-to-door using these entrepreneurs, a large percent of whom happen to be Hispanic. The program, "Mi Oficina Jafra," (My Jafra Office), is being pegged to the current celebration of Women's History Month. The program grants US$1,000 awards to best-selling district directors to establish their own professional offices.
Jafra reportedly is a well-known brand in Mexico and it is said to resonate well with Spanish-dominant Mexican women. The company reportedly spent $300,000 on Hispanic-targeted TV and print media buys in 2005, up 9 percent from 2004, according to TNS Media Intelligence.Larger cosmetic companies like Maybelline reportedly spent US$5.6 million on Hispanic TV and print buys in 2005, up 50 percent from its US$3.7 million spend in 2004.
--Marketing y Medios