POPSUGAR Launches Campaign to Celebrate Latinx Heritage Month

Women’s Lifestyle Publisher Also Names Johanna Ferreira New Latinx Content Director

September Marks Official Debut of POPSUGAR Beauty Awards Featuring Latinx-Owned Brands and Products

Company Release
October 6, 2021

SAN FRANCISCO – (October 6, 2021) – POPSUGAR, the no. 1 most engaged-with women’s lifestyle site globally [source: Comscore, September 2020], today announced its month-long campaign, “Reclaiming Tus Raices,” in partnership with Macy’s, to celebrate Latinx Heritage Month. The program includes a new editorial destination that highlights Latinx communities that are reclaiming ancestral practices and celebrating their identities with pride and joy; the official launch of POPSUGAR’s monthly beauty awards with September’s showcasing Latinx-owned brands; and a docu-style video featuring three Latinx influencers – Bella Golden, Christine Cruz, and Kayla Delgado – who explain what it takes to be “La Jefa,” and the owner of your own destiny. POPSUGAR has also named Johanna Ferreira as its new Content Director for the Latinx vertical.

“POPSUGAR creates space and content for its diverse audience of young women every day. We are so excited to launch this robust program during Latinx Heritage month that spotlights influential Latinx women going above and beyond for their communities,” said Angelica Marden, President of POPSUGAR. “We’re thrilled to also officially welcome Johanna to the team as our new Latinx Editorial Director. Her editorial savviness, expertise, and vision is the right fit as we continue to expand our Latinx content and programming.”

“POPSUGAR is the go-to destination for women looking to live a fuller life through its lifestyle, entertainment, and fitness and wellness content,” said Johanna Ferreira, POPSUGAR’s new Latinx Content Director. “I’m excited to join the team during Latinx Heritage Month and spearhead the brand’s diverse programming for Latinx women who often aren’t represented in the mainstream media.”

In her new role, Ferreira will oversee the women’s lifestyle publisher’s Latinx vertical and content coverage, and will report to POPSUGAR Sr. Editorial Director, Angela Elias. Ferreira is based in Group Nine Media’s New York City headquarters.

Ferreira has nearly 10 years of editorial experience. Prior to joining POPSUGAR, Ferreira served as Deputy Editor at HipLatina and has written content for Refinery29, Oprah magazine, Allure, InStyle, and Well + Good. Earlier this year, she partnered with Instagram to host a two-day panel interviewing Afro-Latinx trailblazers in the beauty industry and has hosted several Instagram Live discussions with Latinx thought-leaders.

During Latinx Heritage Month, POPSUGAR will honor Latinx heritage by uplifting Latinx communities, promoting Latinx spiritual practices and modalities, embracing natural beauty, partaking in self-care rituals, and unapologetically prioritizing sexual wellness. Programming examples include Tell Me Más, which features rapid-fire questions with today’s biggest music artists, Bruja Tarotscope, a monthly tarot card reading with a Latinx POV, and a Latinx-focused edition of the POPSUGAR beauty awards, highlighting Latinx-owned beauty brands and products, that launched on September 27.

As part of The Year of La Jefa, in partnership with Macy’s, POPSUGAR showcases the uniqueness and commonalities of Latinx women by featuring three influencers who are leaving a mark on the world by navigating through business ventures, motherhood and self-love advocacy while maintaining a deep connection to their Hispanic roots. The docu-style video highlights what Latinx women are capable of, in addition to their special sense of style by using Macy’s fashionable lines as the vessel to drive their message.

POPSUGAR’s Latinx vertical will also produce content around Indigenous identity aligned with Indigenous People’s Day on October 11, highlighting Latinx women who are embracing and honoring this part of their identity, and around ancestral spirituality in honor of Dia de Los Muertos.

POPSUGAR is the #1 most engaged-with Women’s Lifestyle site globally [Source: Comscore, September 2020]. The company reaches young women through its positive and purpose-driven content across multiple platforms, spanning entertainment, fashion, beauty, fitness, parenting, and more. POPSUGAR reaches 1 in 2 millennial women in the United States and leads all women’s lifestyle publishers in user engagement [Comscore & Platform Analytics, 2019]. In November 2019, POPSUGAR joined Group Nine Media, the #1 video publisher on mobile in the U.S., and home to The Dodo, NowThis, Thrillist and Seeker [Nielsen DCR, June 2020].



Dane McMillan, POPSUGAR


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