#United States #New York City #5WPR #multicultural marketing #Latinas in Beauty

5WPR's Cultural Intelligence Expansion

5W Public Relations (5WPR), regarded as one of the largest independent PR firms in the U.S., has recently placed a significant emphasis on culturally intelligent marketing, marked by a meaningful series of events aimed at enriching multicultural dialogue. This initiative aligns perfectly with the agency's goal to elevate diverse voices across various sectors within the marketing landscape.

On December 10, 2025, 5WPR co-hosted a pivotal gathering titled "The Latin Beauty Consumer: What's Ahead in 2026," in collaboration with Latinas in Beauty, which took place in New York City. The mixer combined festive holiday networking with insightful panel discussions, bringing together CMOs, founders, media leaders, and influencers to explore the intersection of cultural dynamics, data, and community involvement in shaping the future of the beauty industry.

Angie Castro-Patterson, the Vice President of Beauty & Wellness at 5W, expressed her personal connection to the event, stating, "As a Latina and a beauty communications leader, this work is deeply personal to me. The Latin beauty consumer is not a niche or an emerging audience; she is a driving force behind growth, innovation, and cultural relevance in this industry." She emphasized the need for brands to transcend superficial engagement with this demographic and instead forge authentic, lasting connections based on cultural understanding and storytelling.

Emily Perez, the Founder and Executive Director of Latinas in Beauty echoed this sentiment, saying, "We were excited to partner with 5WPR to spotlight the power of the Latin consumer and celebrate their influence as leaders and innovators in the beauty industry." She highlighted the community's strength, noting how their shared commitment to authenticity and cultural relevance can help brands better navigate market dynamics and consumer expectations going into 2026.

Research from Circana reveals that Hispanic consumers currently contribute around $23 billion to the U.S. beauty market, which constitutes approximately 18% of total spending. This demographic is recognized as a powerful growth engine, driving innovation in products and shaping storytelling and marketing strategies in the beauty sector.

The event's discussions featured a diverse group of leaders from the beauty industry, including executives from notable companies such as The Estée Lauder Companies, L'Oréal USA, and Luna Magic, as well as prominent media voices in beauty. Co-moderated by Castro-Patterson and Perez, the panel focused on leveraging cultural insights to foster authentic brand engagement.

Earlier this year, on April 16, 2025, 5WPR successfully hosted another significant event titled "How to Activate in the Multicultural Community," which focused on how brands can build genuine, long-term relationships with multicultural audiences beyond performative gestures. This event gathered experts from various industries, including media, automotive, and marketing, showcasing 5W's commitment to fostering a more inclusive marketing landscape.

These events exemplify 5W's leadership role in multicultural communications, reinforcing the notion that cultural intelligence is not merely a trend but a crucial business necessity. By translating cultural insights into actionable impact, integrated narratives, and experiences, 5W continues to facilitate meaningful growth for brands navigating a changing marketplace.

For further information on 5W's dedication to multicultural marketing, you can visit 5WPR's Multicultural Marketing.

About 5W

5W is a full-service public relations agency noted for its innovative approaches to engaging businesses and communities. Established in 2003, the agency has received numerous accolades, including recognition as a top PR agency by O'Dwyer's. With a team of over 250 professionals, 5W offers expertise across various sectors, including B2C and B2B communications, digital marketing, and public affairs.

About Latinas in Beauty

Latinas in Beauty is dedicated to increasing equity and representation for Latina professionals in the beauty industry. The organization focuses on empowering its members through networking and mentorship, with initiatives designed to help Latina entrepreneurs achieve their career ambitions.