José Alberto “Güero” Castro, General Director of Content (and founder of Entrelíneas) of LatinUS Beauty
LatinUS Beauty: With Lu, The Power of Us we created an ideal story to tell
04 de junio de 2021
In Mexico, the LatinUS Beauty company announced an alliance with Club America, the women's soccer team, where several of its players will become ambassadors for the brand, and also the arrival of their products to Amazon Mexico.
The launch included César Jaramillo, co-founder and member of the board of LatinUS Beauty; Carol Teter, CEO; and the three leading actresses of the novel Lu, The Power of Us (Victoria Ruffo, Marlene Favela, and Sofía Castro) who supported the launch of the brand. José Alberto “Güero” Castro, General Director of Content (and founder of Entrelíneas) of LatinUS Beauty thanked Jaramillo and Fernando Beretta (deceased) for the invitation to join the project. "For me, producing a shampoo is a new world, a fun world, not as much as novels, but just as dramatic," he said jokingly. He recalled that behind the project there are four years of work and that the website was launched only nine months ago.
He highlighted the work of Vanesa Varela and Fernando Garcilita of Entrelíneas, writers of the story. “They created a story tailor-made for the product, to communicate with women. We created an ideal story to be told.”
According to Carol Teter, CEO of LatinUS Beauty, in just nine months the brand's website has grown 20% month-over-month and with an average purchase of US$ 40. "The buyback rate is five times that of the industry.”. Regarding Lu, The Power of Us, that comes with the launch, she said that “there is nothing more Latino than love stories.”