NEW YORK — Drugstores will soon be carrying a beauty magazine directed to the Hispanic shopper.
This story first appeared in the July 18, 2003 issue of WWD. Subscribe Today.
Belleza Latina Handbook, published by Compendium Systems Corp. of Port Chester, N.Y., will make its debut this September in drugstores across the U.S. At Walgreens, the magazine will be titled, Latina Look Good, Feel Good.
Compendium has published the Beauty Handbook for 28 years, a beauty magazine customized for each retail chain. It reports single copy sales of 1.2 million. Two years ago the company added Teen Beauty Handbook. Both publications are printed four times a year.
For now, Belleza Latina is planned as a semiannual with editions in the fall and spring. But it is expected to become a quarterly in the future. There will be English and Spanish language editions.
Hispanic women are disproportionately high users of beauty products, including fragrance. Jack McAuliffe, publisher of Beauty Handbook, noted that research shows “Hispanic women, on average, are more likely than non-Hispanic women to apply lipstick eight or more times a day, use eyeshadow every day and use nail polish products four times or more per week.”