What does it mean to be a modern Latina?
It’s a question Procter & Gamble has embarked on answering with its latest campaign, Nueva Latina. The NYC launch of Orgullosa Nueva Latina campaign on Wednesday, which took place at the Hellen Mills Theater, drew a who’s-who crowd of Latinas, including reality-TV star and author La La Anthony, Orange is the New Black’s Dascha Polanco and Devious Maids star Roselyn Sanchez, among others. They all came out to show their support for the one-of-a-kind initiative and the Nueva Latina Monologues, written and directed by Linda Nieves-Powell.
Nieves-Powell tapped into the various experiences the modern Latina goes through (balancing two cultures, breaking free of stereotypes and keeping traditions alive) when developing Nueva Latina Monologues.
“I was excited to partner with Orgullosa to give a voice to the bicultural Latina,” said Nieves-Powell in a press statement. “I wanted to capture the evolution and journey of this woman, from her cultures colliding while growing up, to her triumphs in successfully balancing the two worlds. Ultimately, it portrays that today’s Latina is proud of who she is and is fully embracing her dual lifestyles,” she added.
Attendees were treated to an exclusive experience including entertainment, unlimited access to a beauty bar, and special beauty care sampling of Olay, Venus, Clairol, Pantene products, and a bevy of other gifts.
Through its Nueva Latina campaign, Orgullosa aims to showcase the diversity of the Latina experience by collecting real-life testimonials from its online community.