Cargo Cosmetics taps Rocsi Diaz for spring campaign

By

Erin Floyd

Published
Oct 19, 2017

Canadian cosmetics brand Cargo Cosmetics has announced Honduran actress Rocsi Diaz as the face of their upcoming Viva Havana campaign for Spring/Summer 2018. The collection, debuting in February 2018, will be stocked in over 1100 Kohl’s department stores.

This season, the brand has drawn inspiration from the Cuban capital for its campaign, which will feature the Emmy award winner across all advertising, social media and event appearances.

“We are looking forward to introducing Rocsi to the Cargo customer as our latest inspiration,” said Brian Robinson, President of Cargo Cosmetics. “We hope to see this collaboration elevate the brand's profile with strong, beautiful, influential women like Rocsi, while also introducing Cargo to new consumers."

Diaz, best known for her work as a TV host on Black Entertainment Television, is a savvy choice of ambassador for the Toronto-based brand. According to market insights specialist Nielsen, "Hispanics will drive the majority of all U.S. future growth for the foreseeable future," with U.S. Hispanic buying power set to reach $1.7 trillion by 2020. As brands respond to the increasing purchasing power of the Hispanic population in North America, boosting brand appeal and visibility within the consumer group will be a key factor in maintaining growth.