background
At $1.7 Trillion, Hispanic buying power accounts for the fastest growing segment of consumers among multi-cultural groups. With a team of savvy marketers, a new brand concept was hypothesized for launch direct to consumer that would win in this fragmented and underserved space.
insight
Latin Us Beauty would deliver on an unmet desire—a natural and effective beauty brand by and for Latinas. By leveraging the community’s unique perspectives and priorities on transformation and self-affirmation via her hair—her crown—LU could embed itself in the culture and enable users to embrace their ‘hair mood’.
approach
Deep cultural immersion through research groups and salon visits, built a solid understanding to serve as the brand foundation. With validated concepts and visual identity system in place, two of the most renowned telenovela writers were engaged to script the story that would launch the brand to a multi-generational consumer— LU: The Power of Us.
impact
With an intricate and differentiated brand expression inspired by traditional Otomi-style illustrations highlighting each segment’s hero ingredients to honor the tension between old and new, the brand immediately connected with Latina consumers. With strong momentum, the brand was featured in several publications ranging from Forbes, to Fortune, to Beauty Independent.