Conffianz debuts Latina-focused skincare line

FAIRFAX, Va. — Skincare company Conffianz is looking to make a mark on the skincare aisle, debuting its first line of products aimed at Latina consumers at Target this month and at Walmart in Q1 2016.

The company’s Clear & Confident line includes a facial cleanser, a facial moisturizer with SPF 30 and a skin lightener cream, as well as a kit that contains all three, and all have bilingual packaging. The latter of the three is focused on the particular needs of Latina consumers, who as a result of the melanin in their skin, are more susceptible to dark spots on their skin caused by hyperpigmentation, the company said.

“When developing our brand we really listened to Latinas,” VP Marketing Pamela Lopez said. “We found these women appreciated Spanglish messaging on our packaging and related to the Latina models in our advertising. Keeping this feedback top of mind was crucial at every point in our process.”

For the company’s CEO Peter Snitzer, the line of products is aimed at addressing needs of a segment of the beauty market that’s often overlooked.

“Latinas spend over $9 billion in the US beauty market, outspending the general population, and yet there was no brand speaking exclusively to this beauty conscious consumer,” Snitzer said. “We wanted to change that, so we created a brand that solely focuses on the unique beauty needs of Latinas.” 

In addition to focusing on Latina beauty needs, the company is also focusing on their aspirations, launching the Inexplicablemente Bella (unexplainably beautiful) scholarship. From Sept. 15 to the end of the year, Conffianz will donate a percentage of its Target sales to the scholarship fund, which is open to women of Latina descent who are entering college or vocational training.