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Targeting Hispanic fied skincare system specifically formulated benefits of skin care households… for the personal care needs of men. The in as few steps as collection offers essential quick and easy- possible. According Based on consumer research, Clorox to-understand solutions for face, shave, to testimony on the announced the arrival of Clorox Fragan- hair and body. Turo Skin website, the zia, a new line of aromatizing products A board-certified plastic surgeon, Turo Multi-Active Shave designed to appeal to Hispanic scent Skin Founder & CEO John Renucci set Foam helps prevent preferences. The Clorox Fraganzia line out to create a men’s skin care line that is rash, razor burn and consists of three products designed to simple to use, highly effective and com- folliculitis—a complaint imbue homes with welcoming, clean, bines a maximum number of ingredients that occurs mainly in fresh scents: aerosol air fresh- packed into each formula to assure the black men, with inflam- ener, multi-purpose dilutable mation caused by curly cleaner and toilet bowl rim beard hairs cut too hanger. short and curving back David Cardona, Clorox into facial skin. Multi Cultural Team Leader, explained, “We identified Booming Business this valuable opportunity Packaged Facts expects based on the unique needs the U.S. market for and lifestyle of our Hispanic ethnic HBC products customers.” to remain on a healthy The Clorox Fraganzia line growth track through was developed incorporating 2016, with increases in proprietary and syndicated the 5%-7% range bringing sales to $3.9 billion. research that helped Clorox Moreover, this growth could be substantially identify the scents that most higher should more marketers begin to target appeal to Hispanics. These Hispanics, the largest and still fast-growing include Lavender with Euca- group of EHBC consumers. Due to the lyptus & Mint, Spring, Forest market’s massive growth potential, even Dew, Pine Woods and Fresh continued economic sluggishness is not Squeezed Lemon. expected to deter growth. Spray February 2013 Spray 17


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