Published Monday, September 6, 2004
Makeup Line Is Made for Latinas
By DOREEN HEMLOCK
South Florida Sun-Sentinel
Honduras-born Cenia Vega has tried brand after brand of cosmetics, but always
found her rich yellow skin tones didn't mesh with the blushes, lipsticks and
other mainstream makeup based on pink hues.
Recently, she discovered the Zalia Cosmetics line designed specifically for
Latinas like herself, settled in for a makeover and emerged with a glossy smile.
"I've never liked the colors before," said the 29-year-old homemaker
from Union City, N.J. "But this looks so natural, like I'm not even wearing
makeup."
Makeup artist and entrepreneur Monica Ramirez couldn't have been prouder. Long
frustrated like Vega, she decided four years ago to design the line for Latinas,
working with chemists and relying on funding from friends to keep her small
business afloat during its development stage.
Her New York-based Zalia kicked off its national launch in August with makeovers
at Victoria's Secret Beauty at Bayside mall in Miami. She's holding similar
promotions at two more of the chain's locales in Miami, three in Los Angeles,
three in Dallas and one in New York City.
How does a first generation American of Peruvian parents, with no experience in
makeup manufacturing, get a shot at sales with one of the hottest retail chains
for women?
Ramirez credits a new partner who worked 10 years with Estee Lauder for helping
with contacts. Plus, Victoria's Secret reached out to tap what's become the
largest minority in the United States: Hispanics.
Latinos now make up nearly 15 percent of the U.S. population, or roughly 43.5
million people, and they could approach 30 percent by 2050, according to
Synovate Diversity, which runs its Hispanic and Latin American market research
from Miami.
Today, women account for nearly half of all U.S. Hispanics, and as a group, they
tend to be young, with a median age of about 28. Roughly 13 million Latinas now
range between 12 and 49 years old -- prime makeup-wearing years, offering a
strong potential market for Zalia and other brands, the data shows.
Even more enticing, Latinas are known to spend readily on beauty products, often
more than the average American. "In the Latina culture, makeup is more of a
necessity, not a luxury," joked Ramirez.
To cater to the Latinas, 31-year-old Ramirez is going far beyond varying colors.
Zalia's packaging and Web site (www.zalia.com)are
bilingual, in English and Spanish. Its models are Latinas, of different
nationalities and facial types. And its products bear names appealing to
Hispanics, with lipsticks such as "Red Rum" and "Tango" as
well as eye shadows "Cafe con Leche" and "Sangria."
The company expects top dollar for the unique items, with lipsticks starting at
$11.50 each.
"Zalia's definitely not a mass market brand," said Ramirez.
So far, the company's not relying on ads to reach customers. Ramirez said she
began selling "with a little Web site," and then, spread the word
through community events, such as volunteering as the official cosmetics company
of the Miss Latina Pageant in San Antonio, Texas and speaking at Hispanic events
in New York.
Last November, Zalia began opening its own stores, with three now operating in
malls in New Jersey and New York.
But it is last month's launch at 10 Victoria's Secret Beauty outlets that is
expected to catapult Zalia to national recognition, helping push its sales to an
average $150,000 per locale in their first full year of operations, Ramirez
projects.
The Miami debut signaled an auspicious start, judging by reactions from Ana
Viggiani, 30, of Miami and Debby Frenkel, 42, of Hollywood.
Viggiani, a dentist born in Venezuela, welcomed the lively colors, a contrast
from what she called "shades usually very pale or very dark." And
Frenkel, a non-Hispanic who helps run a non-profit offering boating to the
disabled, liked the convenience of a eye shadow-lipgloss combo that makes it
easy to match tones.
The ultimate test, of course, comes at the cash register. And while many only
sampled on Wednesday, Lourdes Johnson lined up "Angel" eyeshadow,
"Corona" lip-gloss and more to buy for herself and 15-year-old
daughter Candace.
Johnson, 54, of Filipino-Spanish descent, was thrilled to find a single makeup
line that fit her olive-hued skin.
"I'm so tired of testing," said the administrator visiting from Union
City, Calif. "This is more for a Latina -- like me."