When Regina Merson first heard that Target wanted to carry products from her beauty line, Reina Rebelde, it felt like a full-circle moment.
“Growing up in Mexico, we’d come to the U.S. once a year to go on a shopping trip to Target,” Regina says. “I still get goosebumps thinking about it.”
Regina is just one of the trailblazing figures featured in “Juntos We Shine,” a new Univision podcast presented by Target. (The English translation of “juntos” is “together.”) The bilingual original audio series shines a spotlight on leaders who have made a difference in their communities through courage, optimism and inclusivity. Target’s multicultural marketing team collaborated with Univision for the podcast—an example of Target’s commitment to creating products, services and experiences that are relevant to all of our guests. Regina’s episode premiered on Sept. 23.
Regina Merson during the taping of "Juntos We Shine"
Inspired by her mother and grandmother—and the connections makeup built between them—Regina left her career in bankruptcy law to start a beauty line geared toward Latina women. She spent three years carefully building her brand, and within seven months of launching, Regina got the call from Target.
“Target understood and really valued the Latina experience and it felt really authentic for our customers,” Regina says. Today, Reina Rebelde products are in hundreds of Target stores across the country and online—part of Target’s effort to make all guests included with unique beauty products.
Listen to the excerpt below for more on Regina’s journey:
Still to come on “Juntos We Shine”: Interviews with Lil’Libros founders Patty Rodrigues and Ariana Steiner whose books—like Loteria and First 100 Words—encourage and inspire bilingual reading; and Elizabeth Acevedo, author of With the Fire on High and the first Afro-Latina to win the Carnegie medal.
Throughout Hispanic Heritage Month (which runs from Sept. 15 through Oct. 15), Regina, Patty, Ariana and Elizabeth will join “Juntos We Shine” host, Andrea Chediak, on Target Finds. The group will share some of their favorite product picks, plus more about their inspiring stories.
Target’s multicultural marketing team worked closely with our Hispanic Business Council—an internal team member group focused on engaging, connecting and lifting up Hispanic voices—to provide input for “Juntos We Shine,” as well as events happening throughout the month at our Minneapolis HQ offices.
It’s just one way Target is showing support for the Hispanic community—during Hispanic Heritage Month and beyond. This year, we’re also supporting the Hispanic Scholarship Fund, a Target partner for more than 20 years, with their scholar support services, which include mentorship, leadership development, career services and personal wellness training for students throughout their college careers. Target was also this year’s co-presenting sponsor of the Hispanic Association on Corporate Responsibility’s (HACR) annual symposium. HACR aims to advance the Hispanic community in corporate America.
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