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P&G campaign focuses on Latina shoppers


Proctor & Gamble is trying to increase Latina interest in its products with a new “Living Fabulosa” (living fabulously) initiative.

It is part pf the company’s Orgullosa campaign, which highlights the unique and complex experience of the modern, bicultural Latina -- the Nueva Latina.

"Through Living Fabulosa, Orgullosa aims to continue capturing the voices and stories of what it means to be a Nueva Latina,” said Luis Restrepo, brand manager for Orgullosa. “We recognize the U.S. Latina experience is vast and broad, but the pride in having two cultures is a driving force behind the impact they are having in this country. That’s why we want to continue a national dialogue among bicultural women that encourages them to share their experiences and opinions while positively reinforcing how their unique journey allows them to live fabulosa in every facet of their lives.”

Along with the Living Fabulosa forum, Orgullosa activities include:

  • Living Fabulosa takeover at Hispanicize 2015, one of the largest annual events for Latino trendsetters and newsmakers in social media, journalism, advertising, PR, film, music and innovation, with hands-on activities from COVERGIRL, Crest 3D White, Gain, Olay, Pampers and Pantene. Additionally, a select group of Latinas were treated to a photo session by renowned celebrity photographer, Omar Cruz, for beautiful headshots to keep their social media profiles looking fabulous.

  • Curation of beauty "how to" tutorials, with leading Latina social influencers, which provide the Orgullosa community with makeup and skincare tips via

  • Partnership with Latina Mom Bloggers (now DiMe Media) to host Orgullosa's first Instagram sweepstakes rewarding Nueva Latinas with an array of great prizes for participating in a photo challenge using #LivingFabulosa. To learn more about Orgullosa's Living Fabulosa program or to be part of the community, customers can visit the Orgullosa Facebook page or register at Follow the conversation on social media with #LivingFabulosa.

Orgullosa is a P&G-owned program that celebrates Latinas and empowers them to feel confident about their personal appearance, style and homes by offering solutions that satisfy their beauty and household needs through a variety of trusted brands.

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