Unilever Jazzes Up Latino-Style with #100PorCientoTu

A new initiative spotlighting multiple brands, the platform aims to promote the message of self-expression and individuality

Unilever is celebrating the diversity and style of American Hispanics through its U.S. Personal Care stable with the official premiere of #100PorCientoTu. A new marketing initiative spotlighting multiple brands, the platform aims to promote the message of self-expression and individuality.

For the push, the brand has partnered with celebrity stylist, Leonardo Rocco; celebrity groomer, Marcos ‘Reggae’ Smith; international plus-size model; Denise Bidot; and other notable influencers for inspiration. Each will share personal beauty and grooming tricks featuring brands with which they resonate.

The line-up includes AXE, Caress, Dove, POND’s, Suave, TRESemmé, and Degree. Using music as a key component, #100PorcientoTu is sponsoring Latin music concerts nationwide in support of the effort. The exercise debuts with Latin artiste, Nicky Jam, and his The Fenix Tour in New York City.

“Latinos are trendsetters. With the #100PorCientoTu campaign, we want to highlight the diversity and dynamism of the Latino community, especially among millennials, whose identity is deeply tied to their culture, self-image and aspirations,” said Brian Critz, Brand Director, Multicultural at Unilever U.S.