How LatinUs Beauty 3× Conversions by Finally Talking About What Actually Matters

What happens when you spend three years perfecting an organic shampoo formula, only to discover you've been selling it like a grocery store smoothie?

Top 3 Results

• 3× Conversion Rate: After applying the STFO methodology, LatinUs ditched "artisanal organic" messaging for "humidity-fighting miracle worker" and turned browsers into buyers.

• 250% Email List Growth: The "What's Your Frizz Type?" quiz didn't just capture emails; it gave women hope their hair could behave in Miami heat.

• More Word-of-Mouth: Real customers started sharing "frizz-free wins" because finally, someone understood their struggle with what one called "lo mein noodles hair."

Meet the Beauty Industry Rebels

César Alejandro Jaramillo wasn't your typical beauty founder. This guy had decades of experience at massive international consumer goods companies. He knew formulations. He understood supply chains. He'd seen how the beauty industry traditionally ignored Latina women and their unique hair challenges.

So he did something about it. Three years of R&D later, LatinUs Beauty launched with an organic shampoo specifically formulated for Latina women's hair in humid climates.

The product? F*cking amazing. Women at live sampling events loved it.

The website? A conversion rate disaster. We're talking 10 times lower than industry standard.

The Problem: Generic Messaging for a Specific Struggle

Here's where the story gets painful. LatinUs was describing their miracle formula like every other "clean beauty" brand on the planet. Their homepage led with "artisanal," "vegan," and "Latina-owned"… all true, but none of it addressed the real struggle.

Imagine… You step outside in Miami humidity and your carefully styled hair transforms into what one customer described as "lo mein noodles." You've tried everything: two-hour straightening marathons, expensive salon treatments, every shampoo in existence. Nothing works.

Then you land on a website talking about "clean ingredients" and "sustainable packaging."

Who the f*ck cares about packaging when your hair makes you look like a witch the second you walk outside?

The STFO Intervention: Insight Foraging Like Our Lives Depended On It

César reached out after seeing me speak on a webinar about positioning. During our first call, the problem became crystal clear: they had an incredible product but were talking about everything except why it mattered.

Time for some serious insight foraging. César's team personally reached out to every customer who'd bought from them over the past three months. Simple, direct conversations. No fancy research firms, no 47-question surveys. Just: "Help us understand your experience."

What we uncovered through these interviews was pure gold:

• Job: Control the frizz. Not "have clean hair" or "support sustainable beauty." These women wanted their hair to behave, period.

• Alternatives: The brutal cycle they were trapped in. Two-hour straightening marathons with rollers and blow dryers, weekly visits to trusted Latino hairdressers (because no one else knew how to treat their hair), or trying every shampoo under the sun with the same disappointing results.

• Struggles: The visceral frustration came through in every conversation. "When I go outside, I look like a witch!" "Never in my life have I been able to weigh my hair down enough and control the frizz." "My hair is like lo mein noodles."

• Segment: Latinas with long, frizzy hair living in humid weather, mainly Florida and California.

• Category: Organic shampoo.

• Triggers: Big events on the horizon. Quinceañeras, nights out with the girls, any moment when they needed to shine.

With those insights, we crafted LatinUs's unique positioning:

"Unlike straightening treatments, two-hour hair routines, or generic shampoos, LatinUs Beauty is the only organic shampoo to get rid of uncontrollable frizz caused by warm, humid weather for Latinas with long, frizzy hair."

This became our guide for every decision. And the team updated their messaging and ad strategy on the back of real customer insights (not market research reports).

The Lesson: Stop Selling Features, Start Fighting for People

LatinUs Beauty proved something crucial: you can have the most innovative product in the world, but if you're not talking about the right struggles in the right language, you blend the f*ck in.

The methodology worked because we focused on ignored struggles (the humidity-induced frizz panic that big brands never address) and spoke to it in customers' own words.

Sometimes standing the f*ck out means admitting your amazing product has been hiding behind generic messaging. Sometimes it means getting specific about who you're fighting for and what you're fighting against.

C'est tout.