2025 Hispanic & Latino Heritage Month
Creative Direction for 2024 & 2025
Creative Direction | Lead DesignUB has dropped to #4 in Hispanic & Latino BEs retailer preference, with 9% share behind Amazon, Target, and Walmart. In Q4 ' 24, Brand Love among Hispanic & Latino BEs fell 4 pt s YoY and 5 pt s from the prior quarter. Walmart leads as most-shopped beauty retailer for Hispanic consumers due to value, familiarity, and cultural understanding. This campaign spotlighted exclusive, new, and trend-forward products tailored to Hispanic & Latino BEs, and deliver timely, relevant Spanish content to deepen connection and reinforce UB as a lifelong beauty destination.
This is a tribute to the culture, creativity and confidence that have always shaped beauty—on their own terms. It’s about the rituals passed down, the bold looks made new and the pride that runs deeper than any trend. Hispanic & Latino beauty has always been a force—and always will be.
The creative process
Culture and influence is always evolving and in 2025 this was more important than ever before to lean into and run with. With a mix of geometric and organic shapes, brighter and bolder colors, we had the opportunity to tap into the current geopolitical landscape while inspiring and empowering, mixing the new with old to keep things relevant and fresh.
