• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Staff
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    eBook
    Top Features
    Why Beauty Sticks Are Here to Stay: Packaging Report

    Squeaky Clean & 'Green' Packaging for Hair, Body and Sun Care

    Color Cosmetics Packaging Shines Post-Covid

    Pacifica—Our Beauty Company of the Year—Is Still Pushing Boundaries After 25 Years

    Beauty Begins to Embrace Refillable Packaging
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    Arbonne Names New Chief Growth & Innovation Officer

    MAC Revamps 'Back To MAC' Recycling Program

    Coty Names New Chief Commercial Officer for Prestige Division

    GK Launches Vegan Hair Styling Range

    Sexual Wellness Brand Playground Recruits Christina Aguilera
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Sexual Wellness Brand Playground Recruits Christina Aguilera

    Seaweed Bath Co. Redesigns Packaging, Lowers Retail Pricing

    Color Cosmetics Packaging Shines Post-Covid

    Batiste Now Offers 'Beauty Sleep' & 'Beach Hair' Solutions

    MAC Launches A 24-Hour Liquid Lipstick
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    GK Launches Vegan Hair Styling Range

    Sexual Wellness Brand Playground Recruits Christina Aguilera

    Buttah Skin Founder Wins Emerging Brand Partner of the Year Award from Macy’s

    Top 5 Sustainable Beauty Trends to Watch in 2023

    L’Oréal Wins Legal Battle Over “Paris” Product Labels
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Squeaky Clean & 'Green' Packaging for Hair, Body and Sun Care

    Inoac Finds ‘Resounding Success’ Using Eastman’s Chemically Recycled Packaging Materials

    Molded Pulp Packaging Market Forecasted to Expand

    Global Paper Tubes Market Forecasted to Expand

    Eastman Gives Brands Two Paths to Sustainability
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    MAC Revamps 'Back To MAC' Recycling Program

    Ole Henriksen's Eye Stick is Made from Limestone

    Create Stunning Holographic Packaging That's Also Eco-Friendly

    Clinique's New Packaging Celebrates Women All Month

    How MAC Approaches Color Cosmetics Packaging Design
    Top 20 Companies
    Amway

    Unilever

    LBrands

    Shiseido

    Revlon
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    TAESUNG

    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.

    Richmond Containers CTP Ltd

    Accupac

    Big Sky Packaging
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    CIBS Members Celebrate Spring with Rooftop Views

    CEW's 2023 State of the Industry Report—& Top Beauty Trends

    Interpack 2023 to Focus on Sustainability

    Luxe Pack LA and MakeUp in LosAngeles Open on February 16

    Get Set for Cosmoprof Worldwide Bologna 2023
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
      • eBook
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Expert's Opinion

    Creating a Latina Beauty Brand That’s by and for Latinas

    A carefully executed Telenovela provides a disruptive, compelling platform.

    Creating a Latina Beauty Brand That’s by and for Latinas
    Elle Morris, president & CEO, SnapDragon09.24.20

    It’s not often we see a haircare brand launch with a unique target audience focusing on culture and an innovative marketing plan, but that’s changing this fall with haircare brand Lu (LatinUs Beauty).

    Lu was created by an eclectic group of best-in-class executives, each having achieved high levels of success in either consumer-packaged goods or media. The all-star group deeply and passionately invested in their previous positions, with considerable success to tout.

    They came together to form Lu anchored by a powerful vision – to create a beauty brand by (majority Latin-owned and led) and for Latinas, built on a breakthrough product formula, proprietary scents and leveraging the power of telenovelas to bring a multi-dimensional brand to life.

    Cesar Jaramillo, co-founder of the brand, shares the inspiration for the brand: “We walked in knowing there were two significantly underserved and undervalued assets in the market: Latinas are the crown jewel of beauty in the U.S., and they do not have a brand to represent them. That is crazy."

    Jaramillo continued, "And then novelas are this powerhouse of entertainment that can have millions of households glued to the TV or YouTube app for 80 to 100 hours. Nothing else does that. And they are severely undervalued. We discovered along the way that Latina ambassadors in the U.S. were also an untapped opportunity because they did not have Latino brands to support. So, bring these things together and it is just magic.”

    Carol Teter explains: “Once we had the disruptive business model of bringing together the beauty and entertainment industries, along with the concept of a haircare line based brilliantly on mood instead of hair type and the notion of freedom, the target, and key ingredients defined, all we needed to bring Lu to life were a few additional things to make it a reality: formulas, a brand name, product names, perfumes, a package design, packaging, suppliers, a novela script to be written and produced, actresses to star in the novela, brand ambassadors, marketing, a legally formed company, and, oh yeah, funding!"

    Teter adds, "It was at this time I was asked to join LatinUs Beauty, first to lead external partnerships, and then to serve as the CEO."

    Thus, Lu was born.

    A Latino-Designed and California-Made Haircare Brand

    This Latino designed and California-made haircare brand is based on the insight that Latinas share mood and mindset with regard to hair versus the traditional end benefits that other haircare lines tout.

    In testing, consumers were provided with breakthrough product formulations featuring “Impossible Keratin” (a proprietary plant-based ingredient) as well as exclusive perfumes from the Lu haircare line. Extensive consumer research including ethnography and meeting with Latina/o salon owners, provided the Lu team with insights necessary for creating the brand positioning, nomenclature and tone of voice.

    What takes this brand to the new heights is that it is being launch as a Telenovela – this is a first.

    Carefully scripted to represent the multi-generational consumer, Lu hired two of the most renowned Telenovela writers to create the script for this important story. Those writers accompanied the team on consumer research throughout the U.S. so they could experience consumer insights and perspective on creating the right narrative for this offering.

    Cesar Jaramillo, co-founder, Lu, said, “Brands are about stories. And stories build connections. And novelas, their stories, their stars connect us as Latinos. It is a common cultural element across our countries. We adore stories about love, about coming from behind. And about all the drama that builds around it."

    "What made ours specially challenging is that we didn't want the typical product integration. We wanted a story built from the ground up around our values of female (and Latina) entrepreneurship. This is not easily done."

    Jaramillo continues, "Most novelas are re-makes of past stories. Creating a new story is incredibly difficult and almost a lost art. We had to go well beyond the typical novela to create something that connects with the audience. And it had to be “socially-relevant.”

    “Our partnership with our branding agency was critical to building this distinctive offering for Latinas. They were truly instrumental. Working side-by-side with our research team; understanding the novela, the characters, and how they connected to product design—their insights and creativity were fundamental to building this brand.”
                                                                                          
    Millie Carrasquillo in her role of chief research officer, provides the facts that pushed the insight of entrepreneurial and generational Latina women – grandmother, mother and daughter.

    “Latina-owned businesses totaled nearly 1.5 million, representing 87% growth in the past five years, far outpacing the 39% growth by Hispanic male-majority owned firms, and 27% growth by total female majority-owned firms,” she explained.   

    Hence the story of female empowerment and entrepreneurship, as well growing together through adversity as multigenerations of a Latino family, was born.

    Sol (Victoria Ruffo), not your typical abuela (grandmother), lives in Mexico and plants agave to make tequila. Her daughter, Mariana (Marlene Favela), leaves Mexico as a young woman and opens a salon in Los Angeles. Mariana’s daughter, Lu (Sofia Castro), is a young woman with a business degree.

    They came together through adversity and created a company with a new-to-the-world haircare product – leveraging all three of their backgrounds.

    Packaging That Represents 'Hair Moods'


    The packaging -- and product names -- represent the different hair moods of Latinas: Freedom, Rescue and Control.

    Each package has a distinctive mandala (a geometric figure representing the universe in Hindu and Buddhist symbolism) that depicts each product’s hero ingredient. The mandala is an homage to the brand’s chief brand builder who left behind ideas for the package design before his untimely death.

    Lu already has a Facebook and Instagram presence. The product is being offered direct to consumers via its website, LatinUs Beauty. 

    The Telenovela will debut online in September. It will be exciting to see how this first-of-its-kind brand launch fairs in the Latin beauty marketplace.

    Isabel Pelaez, Lu’s marketing manager, sums up the team’s wishes for the future succinctly:
    “One year from today, I hope to be talking about how we brought together multiple voices in the Latino community and turned them into a platform that supports and empowers Latinas through our products and storytelling."

    Pelaez continues, "I would also like to be talking about our innovative marketing model and how disruption and iteration are vital to our success: We work from the customer backward in everything we do, even our advertising, and this is the right path forward to build trust and long-term relationships with the community that embraced us."

    She adds, "Finally, I also look forward to talking about exciting new projects and collaborations; the Latino community is very diverse and we want to do it justice.”

    Photos: (Let) Illustration of the Lu Team: El Guero Castro/Jose Alberto Castro, chief content officer; Cesar Jaramillo, co-founder and Board Member; Millie Carrasquillo, chief research officer; Isabel Greaves, chief innovation officer; Carol Teter, CEO; Isabel Pelaez, marketing manager; Michelle Mejia, senior copywriter/content director; and Luisa Azevedo, senior art director. (R) via Instagram/latinusbeautyofficial 
    ABOUT THE AUTHOR

    Elenita (Elle) Morris is President & CEO of SnapDragon, a minority and female-owned and led global brand design consultancy. Follow Elle on LinkedIn. And learn more about SnapDragon.
     
    Related Searches
    • Hair Care
    Suggested For You
    Ranking the Top 50 Cosmetic Companies Ranking the Top 50 Cosmetic Companies
    WWP Launches Intentional Beauty WWP Launches Intentional Beauty
    Verescence Lends Expertise to Valentino Beauty Verescence Lends Expertise to Valentino Beauty
    Lisa Rinna Debuts Beauty Brand Lisa Rinna Debuts Beauty Brand
    Huda Kattan Steps Down, Names Huda Beauty Huda Kattan Steps Down, Names Huda Beauty's New CEO
    L’Oréal Opens Beauty Hub in LaGuardia Airport L’Oréal Opens Beauty Hub in LaGuardia Airport
    Alicia Keys Reveals More About New Beauty Brand Keys Soulcare Alicia Keys Reveals More About New Beauty Brand Keys Soulcare
    Khloé Kardashian Joins Ipsy as Brand Partner Khloé Kardashian Joins Ipsy as Brand Partner
    NYSCC Goes Virtual 9/28—10-2 for An Exciting Week of Beauty NYSCC Goes Virtual 9/28—10-2 for An Exciting Week of Beauty
    3 Ways Covid-19 Is Impacting Consumers’ Beauty Purchasing Behavior 3 Ways Covid-19 Is Impacting Consumers’ Beauty Purchasing Behavior
    Tmall Announces Pitch Fest Winners Tmall Announces Pitch Fest Winners
    L’Oréal Matrix Wins Allure Best of Beauty Breakthrough Award L’Oréal Matrix Wins Allure Best of Beauty Breakthrough Award
    Mira Beauty Raises $9 Million in Funding Mira Beauty Raises $9 Million in Funding
    Grande Cosmetics Continues ‘Beauty From the Heart’ Campaign Grande Cosmetics Continues ‘Beauty From the Heart’ Campaign
    WWP Beauty Launches Personal Protection Line WWP Beauty Launches Personal Protection Line

    Related Breaking News

    • Cosmetics
      Ranking the Top 50 Cosmetic Companies

      Ranking the Top 50 Cosmetic Companies

      Brand Finance debuts its most recent list of the world's most valuable cosmetic brands.
      07.08.22

    • Skin Care/Sun Care
      WWP Launches Intentional Beauty

      WWP Launches Intentional Beauty

      A collection of products designed to help consumers navigate stress, anxiety and a rapidly changing beauty landscape.
      Beauty Packaging Staff 09.30.20

    • Fragrances
      Verescence Lends Expertise to Valentino Beauty

      Verescence Lends Expertise to Valentino Beauty

      Produces glass bottles for the feminine fragrance, Voce Viva.
      Beauty Packaging Staff 09.30.20


    • Cosmetics
      Lisa Rinna Debuts Beauty Brand

      Lisa Rinna Debuts Beauty Brand

      An all exclusive, vegan and paraben-free collection of lip products.
      Beauty Packaging Staff 09.30.20

    • Huda Kattan Steps Down, Names Huda Beauty

      Huda Kattan Steps Down, Names Huda Beauty's New CEO

      Nathalie Kristo takes over as chief executive officer of Huda Beauty.
      Beauty Packaging Staff 09.28.20

    Loading, Please Wait..
    Trending
    • Top 20 Most Successful Beauty Brands Of 2023—Ranked By Cosmetify
    • Ranking The Top 50 Cosmetic Companies
    • MAC Revamps 'Back To MAC' Recycling Program
    • WSGN & Coloro Name Apricot Crush As Color Of The Year 2024
    • Top 10 Haircare Brands In The World—Ranked By Cosmetify
    Breaking News
    • Arbonne Names New Chief Growth & Innovation Officer
    • MAC Revamps 'Back To MAC' Recycling Program
    • Coty Names New Chief Commercial Officer for Prestige Division
    • GK Launches Vegan Hair Styling Range
    • Sexual Wellness Brand Playground Recruits Christina Aguilera
    View Breaking News >
    CURRENT ISSUE

    March 2023

    • Why Beauty Sticks Are Here to Stay: Packaging Report
    • 'Green' Packaging for Haircare, Bath and Sun Products
    • Color Cosmetics Packaging Lures Consumers Post-Covid
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Jiaherb Receives CITES Certification for Rhodiola Rosea
    Hyaluronic Acid Ingredient Linked to Antioxidant Benefits In Vitro
    Anita Johansen Appointed New CEO of Probi
    Coatings World

    Latest Breaking News From Coatings World

    BASF’s Monomers Division Receive ISCC+ Certification in Its Two Asian Production Sites
    Omya to Represent Songwon’s Coatings Portfolio in 4 South-Asian Countries
    Brenntag Commences Operations at Its New Site in Zhangjiagang, China
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Tracey Technologies Upgrades iTrace Software
    Foster Corporation Rebrands its Distribution Business
    Greenleaf Health Recruits Two Former FDA Officials
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Quotient Sciences Supports Crinetics Pharma with Pediatric Development, Clinical Testing Program
    Syndax Pharmaceuticals Names Neil Gallagher President, Head of R&D
    ABL Names Stephanie Colloud GM and COO in Europe
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Arbonne Names New Chief Growth & Innovation Officer
    MAC Revamps 'Back To MAC' Recycling Program
    Coty Names New Chief Commercial Officer for Prestige Division
    Happi

    Latest Breaking News From Happi

    Maya Jama Named Rimmel London’s New Global Brand Ambassador
    Former Bliss Products CEO Meri Baregamian Named CEO of Give Back Beauty’s Indie & Talents Division
    Registration Now Open for Cosmoprof North America’s 20th Edition
    Ink World

    Latest Breaking News From Ink World

    ACTEGA to Showcase Products and Solutions at Interpack 2023
    hubergroup Print Solutions Takes Stock of Digital Print Folders
    INX International Makes Investment in Gooten
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Two from Sun Chemical honored with NAPIM Pioneer Awards
    Loftware secures significant growth equity investment
    Avery Dennison’s atma.io adds new ChatGPT and AI features
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Drylock Technologies Plants First Trees in Drylock Forest
    A.Celli Group to Hold Open House
    Toray Awarded for Nanodesign Technology
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Report: No Complications With OssDsign Catalyst Graft
    FDA OKs Bioretec's RemeOs Bioresorbable Metal Trauma Screw
    First Clinical Use of Stryker’s Tornier Pyrocarbon Humeral Head
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Emerson Named 2023 ENERGY STAR Partner of the Year
    Nano Dimension Increases Offer to Acquire Stratasys to $19.55 Per Share in Cash
    Universal Display Sponsors, Presents at ICDT 2023

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login