In order to tap into the Hispanic market for its new Dermacare Scalp line line, Dove teamed up with beauty blogger Karen Monserrat. Of Mexican heritage and based in San Diego, Monserrat helped the brand reach young Spanish-speaking consumers living in the US.
In her 35-second spot for Dove, Monserrat promotes the use of the Dermacare Scalp line as a great way to treat dandruff and other scalp issues. The entire ad is shot in Spanish, just like the beauty vlogs that Monserrat creates for her own YouTube following of more than 350,000 subscribers.
With many young consumers looking to their favorite influencers for advice and product recommendations, Dove's collaboration with Monserrat demonstrates how brands can connect with Hispanic youth in a seamless way.