El Nuevo Peruano
Por Eddy Aguilar Saba
Las tendencias en el Perú han cambiado, ahora de cada 10 hombres 9 piensan constantemente en su estética. Estas tendencias han sacado a luz algunos de los prejuicios que existían en Latino América: el famoso dicho yo soy macho, yo no pienso en mi cuerpo, yo no pienso en mi cabello, eso es para las mujeres.
En un focus panel realizado en el 2010, indica que hay que aprovechar el momento, ya que un alto porcentaje de hombres en el Perú ahora se preocupa por su estética. Aunque todavía la mayoría de los hombres piensan que el uso de productos cosméticos son cosas de mujeres, un alto porcentaje de hombres es exigente para escoger productos como jabones, desodorantes, perfumes, cremas. Tampoco lo pensarían dos veces si tienen que mejorar o hacerse algún cambio. Se harían la cirugía plástica para solucionar el problema sin ningún problema y de inmediato. Con el tema del peso prefieren hacer ejercicios, pero si eso es un problema, también visitarían un cirujano plástico.
De las 15 categorías de productos, 6 los usan los hombres peruanos, a comparación de 7 en Latino América, lo cual indica un crecimiento bastante alto para los hombres peruanos. En general, los hombres tienden a pagar más por productos cosméticos, aunque este no es el caso del peruano cuando se compara con latino América, el peruano tiende a desembolsar menos.
Los hombres jóvenes son los que marcan esta tendencia, ya están acostumbrados a usar productos cosméticos, se preocupan más por lucir bien, y mientras crecen se va afianzando la tendencia a ser más exigentes, ya que ahora para ellos es normal usar productos que mejoren la apariencia. Es decir, que se sientan atractivos.
Aquí algunas actitudes de comprar:
1.- Tienden a comprar sus productos sin consultar a nadie.
2.- Prefieren que alguien se los compre.
3.- No les importa pagar más por los productos
4.- Tienden a ser impacientes con los resultados
5.- No les importa usar productos unisex
Thursday, February 3, 2011
Wednesday, February 2, 2011
10 Things That Will Go Mainstream in 2011
1. Paying With Your Cell Phone (Mobile Payments)
Need a caffeine fix, but forgot your wallet? No worries. Stroll into any Starbucks in America and you can now pay using your iPhone or Blackberry smartphone. The pay-by-phone service is free and works via a mobile app tied to your existing Starbucks card. In early 2010, Target launched a similar app where users can access their gift cards from their smartphones. And then there's Apple. Rumors abound that the next version iPhone and iPad will contain "near field communication" (NFC) chips which would allow users to make purchases by just waving their devices.
2. Tablets
A little more than a year ago, there was virtually no market for tablet PCs. Then came the iPad. Announced on Jan. 27, 2010 and debuting in April, Apple shipped 7.33 million of the devices by year's end. And while iPad sales etimates for 2011 vary widely, some analysts predict that as many as 65 million units could be shipped this year. And that's not to mention the flood of competitors entering the tablet computer market. Let the tablet wars begin!
3. Bolder Beers
Go bold or go home. That should be the mantra of today's brewers. A quarter of a century ago, the American beer landscape was dominated by light lagers. Then smaller brewers began gathering fans as they crafted beers with bolder flavors. Now Portfolio.com reports that in the first half of 2010 these craft breweries saw a 12% year-over-year growth, while the U.S. beer industry overall fell by 2.7%. Major brewers, like MillerCoors LLC, have taken notice.
4. Mobile TV
In 2010, for the first time ever, pay TV subscriptions in the U.S. declined. That downward trend is not likely to be reversed, and may even accelerate. As mobile TV providers improve their services, more and more users will find it less painful to cut those (cable) cords that bind. In addition, your options for TV-on-the-go will be plentiful this year.
5. Black Rice
CNN asks, is black rice the new brown? Like brown rice, it's full of antioxidant-rich bran, but it also contains "anthocyanins" which have been linked to reducing blood levels of LDL cholesterol and helping to fight heart disease.
6. Clean Eating
Wait, what is clean eating you ask? It's a nutritional lifestyle centered around eating foods that are minimally processed and as close to their original sources as possible. Once just the stuff of weight lifters, fitness competitors and health-food fanatics, this way of eating has reached a whole new audience thanks to people like Tosca Reno. At the age of 40, Tosca transformed herself with clean eating. She has since created a media empire based on her Eat-Clean Diet that includes 10 books, a magazine, a blog, a reality show, seminars and more.
7. Tube-Free Toilet Paper
In October 2010, Kimberly-Clark rolled out the first tube-free toilet paper product, under the Scott brand. This environmentally-friendly invention eliminates the wasteful brown cardboard tube which contributes up to 160 million pounds of trash in the U.S. each year. We expect this to catch on with consumers, and that competitors like Procter & Gamble, SCA and Georgia Pacific will follow suit and begin manufacturing their own tube-less brands.
8. Home Automation
It's worth noting that the technologies to link your home appliances with WiFi and smartphone apps have been around for many years, but 2011 may really be the year that it all comes together. For example, in January LG announced a new line of Thinq appliances that will allow users to control and monitor their oven, washing machine, refrigerator and vacuum from outside the home. Get ready, the future is now.
9. 4G Wireless
4G networks offer faster wireless broadband speeds than have been available before. The first claim to this speed was by the Clearwire/Sprint partnership. Next was T-Mobile. Verizon launched its 4G network (using Long Term Evolution or "LTE" technology) in a few dozen markets in late 2010.
10. Mobile Coupons
Cutting out and remembering to bring along paper coupons is tedious. Maybe that is why smartphone users are so receptive to receiving digital coupons. Regardless of the reason, mobile coupon spending is expected to reach $1 billion by 2011 (according to a Google/ComScore study). In addition, Daniel Schock, retail industry director for Google, tells WalletPop, "We can tell you searches for mobile coupons have more than doubled since 2008." With a primed-and-ready audience, we expect more and more retailers to adopt mobile
Need a caffeine fix, but forgot your wallet? No worries. Stroll into any Starbucks in America and you can now pay using your iPhone or Blackberry smartphone. The pay-by-phone service is free and works via a mobile app tied to your existing Starbucks card. In early 2010, Target launched a similar app where users can access their gift cards from their smartphones. And then there's Apple. Rumors abound that the next version iPhone and iPad will contain "near field communication" (NFC) chips which would allow users to make purchases by just waving their devices.
2. Tablets
A little more than a year ago, there was virtually no market for tablet PCs. Then came the iPad. Announced on Jan. 27, 2010 and debuting in April, Apple shipped 7.33 million of the devices by year's end. And while iPad sales etimates for 2011 vary widely, some analysts predict that as many as 65 million units could be shipped this year. And that's not to mention the flood of competitors entering the tablet computer market. Let the tablet wars begin!
3. Bolder Beers
Go bold or go home. That should be the mantra of today's brewers. A quarter of a century ago, the American beer landscape was dominated by light lagers. Then smaller brewers began gathering fans as they crafted beers with bolder flavors. Now Portfolio.com reports that in the first half of 2010 these craft breweries saw a 12% year-over-year growth, while the U.S. beer industry overall fell by 2.7%. Major brewers, like MillerCoors LLC, have taken notice.
4. Mobile TV
In 2010, for the first time ever, pay TV subscriptions in the U.S. declined. That downward trend is not likely to be reversed, and may even accelerate. As mobile TV providers improve their services, more and more users will find it less painful to cut those (cable) cords that bind. In addition, your options for TV-on-the-go will be plentiful this year.
5. Black Rice
CNN asks, is black rice the new brown? Like brown rice, it's full of antioxidant-rich bran, but it also contains "anthocyanins" which have been linked to reducing blood levels of LDL cholesterol and helping to fight heart disease.
6. Clean Eating
Wait, what is clean eating you ask? It's a nutritional lifestyle centered around eating foods that are minimally processed and as close to their original sources as possible. Once just the stuff of weight lifters, fitness competitors and health-food fanatics, this way of eating has reached a whole new audience thanks to people like Tosca Reno. At the age of 40, Tosca transformed herself with clean eating. She has since created a media empire based on her Eat-Clean Diet that includes 10 books, a magazine, a blog, a reality show, seminars and more.
7. Tube-Free Toilet Paper
In October 2010, Kimberly-Clark rolled out the first tube-free toilet paper product, under the Scott brand. This environmentally-friendly invention eliminates the wasteful brown cardboard tube which contributes up to 160 million pounds of trash in the U.S. each year. We expect this to catch on with consumers, and that competitors like Procter & Gamble, SCA and Georgia Pacific will follow suit and begin manufacturing their own tube-less brands.
8. Home Automation
It's worth noting that the technologies to link your home appliances with WiFi and smartphone apps have been around for many years, but 2011 may really be the year that it all comes together. For example, in January LG announced a new line of Thinq appliances that will allow users to control and monitor their oven, washing machine, refrigerator and vacuum from outside the home. Get ready, the future is now.
9. 4G Wireless
4G networks offer faster wireless broadband speeds than have been available before. The first claim to this speed was by the Clearwire/Sprint partnership. Next was T-Mobile. Verizon launched its 4G network (using Long Term Evolution or "LTE" technology) in a few dozen markets in late 2010.
10. Mobile Coupons
Cutting out and remembering to bring along paper coupons is tedious. Maybe that is why smartphone users are so receptive to receiving digital coupons. Regardless of the reason, mobile coupon spending is expected to reach $1 billion by 2011 (according to a Google/ComScore study). In addition, Daniel Schock, retail industry director for Google, tells WalletPop, "We can tell you searches for mobile coupons have more than doubled since 2008." With a primed-and-ready audience, we expect more and more retailers to adopt mobile
Tuesday, January 25, 2011
Marijuana Soda.
How about a refreshing Canna Cola? A company based in Soquel, Calif., has created a new line of soda pot — or, marijuana soda — that it plans to launch in Colorado in February.
Canna Cola isn't the first marijuana soda on the market, but its designer Clay Butler, who said he has never used marijuana or smoked a cigarette but is a "firm believer that adults have an inalienable right to think, eat, smoke, drink, ingest, decorate, dress any way they choose," told the Santa Cruz Sentinel that his beverage collection will be distinguished by marketing. "You look at all the marijuana products out there, and they are so mom-and-pop, hippie-dippy and rinky-dink," he saidAccording to the Sentinel, Butler's soda pot line will include the "flagship cola drink Canna Cola, the Dr Pepper–like Doc Weed, the lemon-lime Sour Diesel, the grape-flavored Grape Ape and the orange-flavored Orange Kush."
The labels promise "12 mind blowing ounces," and each bottle will retail for roughly $10 to $15. Containing 35 to 65 milligrams of THC (tetrahydrocannabinol), the main psychoactive ingredient in cannabis, Canna Cola is substantially less potent than many of the other drinks currently on the market, the Sentinel reportsScott Riddell, founder of Diavolo Brands, which is marketing Canna Cola, likened it to a "light beer" and said "it's got a mild marijuana taste"
Canna Cola's makers plan to sell it to medical-marijuana dispensaries in Colorado starting next month, and hope to launch it in California by the spring. Looming, however, is a bill in Congress sponsored by Sen. Dianne Feinstein, the so-called "Brownie Law,"
There are currently 15 states, as well as the District of Columbia, where medical marijuana is legal. However, the conditions of its legality differ from state to state, and marijuana for any purpose is still illegal under federal law.
Canna Cola isn't the first marijuana soda on the market, but its designer Clay Butler, who said he has never used marijuana or smoked a cigarette but is a "firm believer that adults have an inalienable right to think, eat, smoke, drink, ingest, decorate, dress any way they choose," told the Santa Cruz Sentinel that his beverage collection will be distinguished by marketing. "You look at all the marijuana products out there, and they are so mom-and-pop, hippie-dippy and rinky-dink," he saidAccording to the Sentinel, Butler's soda pot line will include the "flagship cola drink Canna Cola, the Dr Pepper–like Doc Weed, the lemon-lime Sour Diesel, the grape-flavored Grape Ape and the orange-flavored Orange Kush."
The labels promise "12 mind blowing ounces," and each bottle will retail for roughly $10 to $15. Containing 35 to 65 milligrams of THC (tetrahydrocannabinol), the main psychoactive ingredient in cannabis, Canna Cola is substantially less potent than many of the other drinks currently on the market, the Sentinel reportsScott Riddell, founder of Diavolo Brands, which is marketing Canna Cola, likened it to a "light beer" and said "it's got a mild marijuana taste"
Canna Cola's makers plan to sell it to medical-marijuana dispensaries in Colorado starting next month, and hope to launch it in California by the spring. Looming, however, is a bill in Congress sponsored by Sen. Dianne Feinstein, the so-called "Brownie Law,"
There are currently 15 states, as well as the District of Columbia, where medical marijuana is legal. However, the conditions of its legality differ from state to state, and marijuana for any purpose is still illegal under federal law.
Monday, January 17, 2011
BlackBerry and Advertising
New Hispanic Online campaigns: Crest, Goya Foods, Head & Shoulders, Theraflu, Universal Pictures, Wendy’s, and many more.
HispanicWebMonitor has recently reported on 361 new campaigns launched on Hispanic websites during the month of December. New Spanish-language campaigns targeting Hispanics online were launched by brands and companies such as BlackBerry “Blackberry Bold 9780″, Crest “Pro-Health” Sponsorship/Yahoo! Mujer, Goya “Maria Cookies”, Head & Shoulders “Vota por La Jugada de la Semana en la NFL”, Theraflu “Max-D”, Universal Pictures “Little Fockers”, and Wendy’s “Natural-Cut Fries with Sea Salt”.
.. ..
Some top-line statistics from HispanicWebMonitor™ for December, 2010:
• Reported on advertising activity of 191 Hispanic websites
• Tracked online ads belonging to 1,952 brands/campaigns
• Tracked online ads belonging to 959 advertisers (parent company level).
• Identified 361 NEW brands/campaigns.
HispanicWebMonitor has recently reported on 361 new campaigns launched on Hispanic websites during the month of December. New Spanish-language campaigns targeting Hispanics online were launched by brands and companies such as BlackBerry “Blackberry Bold 9780″, Crest “Pro-Health” Sponsorship/Yahoo! Mujer, Goya “Maria Cookies”, Head & Shoulders “Vota por La Jugada de la Semana en la NFL”, Theraflu “Max-D”, Universal Pictures “Little Fockers”, and Wendy’s “Natural-Cut Fries with Sea Salt”.
.. ..
Some top-line statistics from HispanicWebMonitor™ for December, 2010:
• Reported on advertising activity of 191 Hispanic websites
• Tracked online ads belonging to 1,952 brands/campaigns
• Tracked online ads belonging to 959 advertisers (parent company level).
• Identified 361 NEW brands/campaigns.
Monday, January 3, 2011
What's next??
A specter is haunting America: A sense that we will no longer be THE dominant world power.
And, more troubling, a sense that our future may NOT be brighter than our past, a sense captured in a recent poll revealing that nearly half of Americans believe our best days are behind us.
In a way, this is nothing new, says author and journalist James Fallows.
"As the early American republic was first taking form, already there were warnings - 'Are we going to become Rome?' - even before there was any sort of great empire to worry about," said Fallows.
This idea - call it "relative decline," the concept that other nations may equal or surpass our economic or technical mastery - may be hard for a "We're Number One!" America to accept. But for Paul Kennedy, who wrote "The Rise and Fall of the Great Powers," it is nothing new - nor troublesome.
"No one stays on top," he said, "and the U.S. has a very hard time in realizing that. Great powers, like the U.S. - like the British Empire, like the Ottomans - rise to a position of prominence over, you know, a century and a half or so, and stay at the top for a long while, and then, usually, gradually decline."
But it's a different idea that you can sense in the public conversation today: A sense that the some of America's most enduring beliefs about itself are in doubt . . . beliefs that are at the center of what kind of country we are and how effective our political system is in dealing with what threatens us.
At the center of the doubts is the wounded American economy: Not just the 15 million who are jobless or underemployed, not just the trillions lost in the economic meltdown of the last few years, not just the millions who have or may soon lose their homes.
It's the broader picture:
"In the last 35 years, the median wage in America has gone down," said Fallows. "Most Americans, in the last, now, two generations, have done worse economically, which is unprecedented in American history."
And it poses a special threat to a pattern we took for granted from World War II through the '70s - blue-collar workers finding secure well-paying jobs that provided them and their families a measure of security and comfort.
Moreover, if America's economic machinery is stalled, it means trouble - serious, potentially devastating trouble - for our governments, and their obligations.
"The reversible things are what you do with your national budgets, with your science and technology programs, with your education," said Kennedy. "Those are reversible.
"And, therefore, my answer to you about, you know, is America ultimately in decline is that there's the irreversible stuff. Just forget about it. Concentrate on what IS improvable, what IS reversible - and then we start looking better."
And, more troubling, a sense that our future may NOT be brighter than our past, a sense captured in a recent poll revealing that nearly half of Americans believe our best days are behind us.
In a way, this is nothing new, says author and journalist James Fallows.
"As the early American republic was first taking form, already there were warnings - 'Are we going to become Rome?' - even before there was any sort of great empire to worry about," said Fallows.
This idea - call it "relative decline," the concept that other nations may equal or surpass our economic or technical mastery - may be hard for a "We're Number One!" America to accept. But for Paul Kennedy, who wrote "The Rise and Fall of the Great Powers," it is nothing new - nor troublesome.
"No one stays on top," he said, "and the U.S. has a very hard time in realizing that. Great powers, like the U.S. - like the British Empire, like the Ottomans - rise to a position of prominence over, you know, a century and a half or so, and stay at the top for a long while, and then, usually, gradually decline."
But it's a different idea that you can sense in the public conversation today: A sense that the some of America's most enduring beliefs about itself are in doubt . . . beliefs that are at the center of what kind of country we are and how effective our political system is in dealing with what threatens us.
At the center of the doubts is the wounded American economy: Not just the 15 million who are jobless or underemployed, not just the trillions lost in the economic meltdown of the last few years, not just the millions who have or may soon lose their homes.
It's the broader picture:
"In the last 35 years, the median wage in America has gone down," said Fallows. "Most Americans, in the last, now, two generations, have done worse economically, which is unprecedented in American history."
And it poses a special threat to a pattern we took for granted from World War II through the '70s - blue-collar workers finding secure well-paying jobs that provided them and their families a measure of security and comfort.
Moreover, if America's economic machinery is stalled, it means trouble - serious, potentially devastating trouble - for our governments, and their obligations.
"The reversible things are what you do with your national budgets, with your science and technology programs, with your education," said Kennedy. "Those are reversible.
"And, therefore, my answer to you about, you know, is America ultimately in decline is that there's the irreversible stuff. Just forget about it. Concentrate on what IS improvable, what IS reversible - and then we start looking better."
Saturday, April 3, 2010
Cara de Libro
Después de varias semanas de seguir de cerca a Facebook, he llegado a varias conclusiones que decidí ponerlas en mi blog porque creo que es necesario que por lo menos mis amigos sepan lo que pienso. No estoy claro en que estaban pensando los inventores de Facebook cuando decidieron abrir facebook. Primer no entiendo el nombre, he tratado de traducirlo de varias maneras. Los hispanos creativos que vivimos en USA, y trabajamos en agencia de publicidad, le decimos “transcreation”. O sea traducir creativamente. Y bueno la traducción creativa seria Cara de Libro. Que es cara de libro? En Caradelibro puedes tener a tus amigos, chismear con tus amigos, piropear a tus amigos, ver fotos de tus amigos, enterarte de la vida de tus amigos, bloquear a tus nuevos enemigos, burlarte de tus amigos, dejar que los que no conoces y los tienes como amigos se enteren de tu vida, y bueno perder en tiempo en Caradelibro. Pero de que vive Caradelibro?
He leído por ahí que Caradelibro ahora cuesta millones de dólares porque tiene una base de datos, que claro abarca el mundo entero. Y claro ganan de la publicidad que ponen al lado derecho de la pantalla. Lo mas gracioso de todo, a pesar que soy publicista y vivo de la publicidad, hasta el día de hoy, y creo que tengo una cuenta de Caradelibro desde el día numero uno; jamás se me ha ocurrido abrir esos links que aparecen en Caradelibro. Me pregunto ahora. Alguna vez has abierto los links de publicidad que aparecen en Caradelibro? Creo que la respuesta ya la se.
Ahora Caradelibro también ha creado un nuevo lenguaje como “etiquetar”, “mola” Escribe en tu “Muro”, “destiqueteame”. Este nuevo lenguaje de Caradelibro se ha convertido en el lenguaje de las reuniones de fin de semana. Cada de vez que se toma una foto de recuerdo, ahora resulta que es para Caradelibro.
Mis respetos a los creadores de Caradelibro.
He leído por ahí que Caradelibro ahora cuesta millones de dólares porque tiene una base de datos, que claro abarca el mundo entero. Y claro ganan de la publicidad que ponen al lado derecho de la pantalla. Lo mas gracioso de todo, a pesar que soy publicista y vivo de la publicidad, hasta el día de hoy, y creo que tengo una cuenta de Caradelibro desde el día numero uno; jamás se me ha ocurrido abrir esos links que aparecen en Caradelibro. Me pregunto ahora. Alguna vez has abierto los links de publicidad que aparecen en Caradelibro? Creo que la respuesta ya la se.
Ahora Caradelibro también ha creado un nuevo lenguaje como “etiquetar”, “mola” Escribe en tu “Muro”, “destiqueteame”. Este nuevo lenguaje de Caradelibro se ha convertido en el lenguaje de las reuniones de fin de semana. Cada de vez que se toma una foto de recuerdo, ahora resulta que es para Caradelibro.
Mis respetos a los creadores de Caradelibro.
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