Latino shoppers value scents when shopping for CPG brands

11/2/2011 | Houston Chronicle (tiered subscription model)

Consumer goods companies are seeking to reach the growing U.S. Hispanic population and are finding that Latino shoppers are influenced by scents rather visual imagery. Several of Procter & Gamble's Febreze scents are meant to appeal specifically to Hispanics, and testing has indicated that distinctly aromatic dish-washing liquids like Gain's Citrus Splash get high ratings from Hispanic shoppers.

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