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PopSugar Launches Blog Vertical for Latina Millennials (Exclusive)

Original and aggregated content will serve demo across categories like fashion, family life and food

PopSugar, the heavily trafficked blog network for millennial females, rolled out a new Latina vertical on Monday.

PopSugar Latina will aim for English-speaking Latina readers who see themselves “as 200 percent — 100 percent American and 100 percent Latina,” according to a statement from the company.

The section will offer a mix of original and aggregated content across categories that PopSugar feels the demo cares most about: celebrity, healthy living, beauty, fashion, family life and food.

“We are excited to expand our irresistible content to serve the modern Latina with tips and tricks that fit her complex multicultural lifestyle,” said editor in chief Lisa Sugar, who recruited O Magazine’s Alessandra Foresto to oversee editorial.

“We want to help her live a happy and stylish life while celebrating her heritage and individuality,” Sugar added of the ideal reader.

JCPenney boarded as launch sponsor, a strategy that PopSugar head of brand partnerships Eileen Carty said leverages a group “increasingly reshaping the market.”

“Latinas are the fastest growing market in the United States, and this young, family-oriented woman loves to shop and gather information and is connected with her smartphone at a faster rate than any other demographic,” said Carty.

Per comScore, the Sugar network reaches one-third of all U.S. millennial Latinas, 95 percent of whom access content via mobile.