(2014 CAPPIE Winner – Promotional Item)
FSB was tasked with developing culturally appropriate opportunities and angles to tell the Lincoln story to Spanish-language audiences. We know from well-documented research, such as Nielsen’s Latina Power Shift, published in August of 2013, that Latinas are expanding their purchasing power or exceeding Latino males when it comes to major purchases such as homes and autos. Eighty-six percent of Latinas claim they are the primary decision makers in their households, giving them $1.2 trillion in annual buying power. When you examine the data even further, you find that Latinas love luxury and their pride in appearance results in a higher purchase share of beauty, hair and skin products over non-Latinos.
Due to the fact that Latina consumers spend more on beauty products including cosmetics, perfume and hair care than the general population, we developed a story angle that would resonate with Latina consumers. But we wanted to do more than just tell that story; we wanted to give it life.
To do so, we unearthed a treasure, Besame Cosmetics. Besame Cosmetics is a niche luxury cosmetics brand specializing in vintage color. Based in Los Angeles, Besame Cosmetics was founded by Latina entrepreneur, designer and cosmetic historian, Gabriela Hernandez. Gabriela’s cosmetics – handmade and never tested on animals – exhibited elements of the Lincoln brand: tradition, style, quality and value.
We developed a color process story angle that aligned the way in which Lincoln designers bring to market a new vehicle color, in this case Tahitian Pearl, with the way in which cosmetics are developed. To create an experiential moment that really brought the story to life, we worked with Besame Cosmetics to develop the Tahitian Pearl limited edition lipstick. Lipsticks were exclusively distributed to Latino and Spanish-language luxury lifestyle media in Los Angeles, New York and Miami. New York’s lipsticks were distributed in conjunction with New York Fashion week.
The lipstick was such a success with lifestyle bloggers and reporters that another color is being considered for production for a 2016 Lincoln vehicle release.
See below for a just a few of the stories that resulted in Latino, Spanish-Language, African-American and general market media.