04-29-2013 7:30 AM

He smiles, flexes his arm and points to the tattoo on his arm and jokingly says “it says I love Kate.”  Kate smiles, they laugh together and then it is time to get ready for the next shot.    From my view on set, it is obvious that on and off camera the main stars of Univision.com’s newest webnovela, Arranque de Pasión, La Historia de Ela have great working chemistry.  

Starring internationally acclaimed television and motion picture actress Kate del Castillo (as Ela), as well as popular leading men Carlos Ponce (as Checo) and Christian Meier (as Jordi), this novela or “Spanish soap opera” is centered around Ela, a talented NASCAR driver who encounters love, drama and competition on and off the track.

As sponsor of the novela, Mary Kay sponsors Ela’s race team with Mary Kay branding prominently displayed on her #63 race car which celebrates Mary Kay’s 50 year anniversary (1963 is the year this wonderful company began). Mary Kay appears throughout and is prominently featured in scenes where characters are using Mary Kay products.

As part of this integrated advertising program, celebrity makeup artists, Luis Casco and Mariela Bagnato share tips with viewers on how to replicate the characters’ looks which were established by Mary Kay.  From Ela’s “Lista para ganar/Ready to Win” look featuring Mary Kay® NouriShine Plus® Lip Gloss in Café au Lait to Marite’s “Belleza clasica/Classic beauty” look with Mary Kay® True Dimensions™ Lipstick in Firecracker, Mary Kay product is in the spotlight.

Univision is the leading Spanish language brand reaching U.S. Hispanics.  Partnering with the novela allows Mary Kay the opportunity to creatively weave Mary Kay product within programming and build creative extensions that will excite and engage consumers and give more opportunities for the salesforce to try new looks on their customers.

Does #63 win the Daytona 500?  Well, you’ll have to watch to find out.

Tune in every Monday, Wednesday and Friday on Univision.com/ArranqueDePasion through May 3. No worries if you have missed an episode, as you can watch them all online.  The novela will air in its entirety on broadcast on the Univision network on Sunday, May 5th at 9pm CST. 


Pictured below: Ela’s “Lista para ganar/Ready to Win” look featuring Mary Kay® NouriShine Plus® Lip Gloss in Café au Lait

Mary Kay sponsors Ready to Win contest with NouriShine Plus Lip Gloss in Cafe au Lait


Pictured below:  Marite’s “Belleza clasica/Classic beauty” look with Mary Kay True Dimension Lipstick in Firecracker

 Mary Kay sponsors Classic Beauty contest featuring True Dimension Lipstick in Firecracker


Today’s blog post is from Sylvia Molina, Mary Kay associate manager of advertising, public relations and integrated marketing.