As Women’s Wear Daily reports, Hayek will star in all of the ads:
Two will highlight the brand’s bestsellers from the hair- and skin-care categories like its AM/PM Anti-Aging Super Cream and Soy Protein Primer Spray. The remaining two are brand-focused and will include an assortment of products ranging from lipstick to hair oil.
The New York Times reported last year that sales of Nuance, according to CVS, “have been the highest of a proprietary brand in CVS’s history.” It doesn’t seem to be a coincidence that Hayek – who created the products using techniques passed down to her from her grandmother – is pushing more money into her line at a time when Hispanic consumers are increasingly being acknowledged. There’s no data indicating that Hayek’s line is more popular among Hispanic women than any other group of women, but having a Mexican-American woman design and represent a beauty line is significant enough. And from a documentary series hosted by America Ferrera on Pivot, to media companies like BuzzFeed and Fusion increasing their coverage of issues interesting to a Latino audience, to the fact that Hispanic women have dominated the moviegoing audience this summer, companies are realizing that not only has a market for their product been their all along, its growing too.
Images via Nuance Salma Hayek
