Lu first came to life on YouTube in August 2009 to promote iBlogTV on behalf of Magazine Luiza (“Magalu”). Since 2009, Lu has used her massive rapidly growing social media accounts to feature unboxing videos, product reviews, and software tips on behalf of the company, one of the largest Brazilian retail companies. Magalu saw $552M in profit in 2019.
Lu can be seen on the navigation bar of Magalu’s website, Magalu’s Android and iPhone apps, and commands a massive following, particularly on Facebook, making her the most visible virtual human in the world.
While Lu may have a massive following, it’s important to note her notoriety and reach is reserved to Brazil.
Lu do Magalu has become a well-known and admired brand in Brazil, driven by its commitment to inclusion and accessibility. The company aims to be the top one or two retailer in all of its markets and has a multichannel approach to its business. With over 9 million active customers, Magalu operates over 731 stores across Brazil and has a strong online presence.
In addition to its retail operations, Magalu has also developed a digital ecosystem, which includes a marketplace with over 15,000 sellers. The company’s logistics network, known as Malha Luiza, and its distribution centers are key components of this ecosystem. Magalu’s commitment to innovation and technology has allowed it to streamline its processes and improve efficiency, making it a leader in the Brazilian retail market.
Magalu’s efforts to promote diversity and inclusion have also been recognized. In 2020, the company announced a trainee program open only to black candidates, which sparked controversy but was seen as an important step towards consolidating corporate diversity. The company’s chair, Luiza Trajano, has been a strong advocate for affirmative action and has received several awards for her work, including being named Person of the Year 2020 by the Brazilian American Chamber of Commerce.
