Lu: The Power of Us by Güero Castro

LatinUs Beauty, the first line of hair care products designed and formulated specifically for the needs of Latina’s hair, launched an innovative marketing approach with the official trailer release of Lu: The Power of Us, a planned telenovela series starring powerhouse actresses Victoria Ruffo, Marlene Favela, and Sofia Castro. The soft launch took place earlier in the fall.

In addition to selling a superior product line, LatinUs is leveraging this unconventional approach to marketing aimed at generating brand awareness, driving customer engagement, and retention through compelling and culturally relevant original content.

Under the creative helm of television industry veteran, Güero Castro, who serves as the company’s Chief Content Officer, the brand has created a unique original programming approach for marketing to its Latina consumer.

“LatinUs is uniquely positioned at the intersection of beauty and entertainment and Lu: The Power of Us was designed to identify with the highly coveted Latina consumer,” said Castro.

Carefully scripted to represent the multi-generational consumer, Lu hired Vanesa Varela and Fernando Garcilita, two of the most renowned Telenovela writers to create the script for the novela series, Lu: The Power of Us.

These writers, part of the Entrelineas script development company, accompanied the team to gather consumer research throughout the U.S. so they could leverage the insights and findings and gain perspective on creating the right narrative with authenticity and accuracy.

“There was no haircare brand catering to the Latina woman, and it was time for that to change. This unconventional approach will ultimately serve as a brand case study during a time of disruption that required innovation and ideation for ways to authentically connect with the consumer,” said Millie Carasquillo, Chief Research Officer, LatinUs Beauty.