• The Wall Street Journal, Friday, September 16, 2011 10:15 AM

P&G is courting Hispanic shoppers by tweaking products, retargeting its marketing, changing its mix of celebrity spokeswomen and making greater use of Spanish on its products. Hispanics, broadly speaking, are the fastest-growing segment of the U.S. population and families are younger and larger, thus a good fit for brands like Pampers diapers and Tide detergent.

Some tweaks: adding exotic fragrances to its Febreze air fresheners; touting Gain for hand-washing dishes over dishwasher detergent Cascade; a lavender-scented Downy. P&G's popularity among Hispanics lags in products like toothpaste, where Colgate-Palmolive has pole position.

Hispanic households tend to spend more on cleaning and beauty products and are more loyal to the brands they like than the average U.S. consumer, industry analysts say. P&G research finds Hispanics are also willing to splurge on the types of premium household goods that P&G makes.

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