Symrise launches Conexión Latina. The program is designed to help manufacturers from the beauty, household and oral care industries to offer Hispanic consumers fragrance and flavor solutions that are suited to their needs.

In the United States, the purchasing power of Hispanics is rapidly growing. Increasing education and growing incomes are creating more sophisticated buyers who are highly flavor and fragrance engaged. Therefore, it is vital for Symrise to understand growing ethnic consumers.

Symrise has developed rich insights on Hispanic consumers and bundled its findings in Conexión Latina. This consumer group distinguishes itself by its multi-cultural mindset. They are both Latinos and US Americans, embracing the American way of life and simultaneously valuing memories from their families’ background. Younger Hispanics of the second or third generation are increasingly seeking an emotional connection between their life in the US and their families’ original culture. Very often, this is triggered by a life event such as marriage or children.

“With Conexión Latina, we aspire to be the go-to partner of our clients in developing fragrance and flavor solutions for the fast-growing Hispanic consumer group. We want to help the beauty, household and oral care industries to understand the growing demographic group of Hispanics, specifically from a fragrance and flavor angle. Our quest for excellence in understanding them from a holistic standpoint will be helpful in working with our customers and growing our customers’ relationships with Hispanic consumers”, says Andreas Steiner, President, North America, Fragrances and Oral Care.

Customers and industry experts will be introduced to the program during the Annual Meeting and Industry Convention of the American Cleaning Institute (ACI) in Orlando in January 2015. The campaign pursues a cross-category approach and aims at excellence in fragrances relevant for Hispanic consumers – Fine Fragrance, Consumer Products, Oral Care and Specialty Air Care.