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Alicia Zurita, CEO, LUBETS

Alicia Zurita, the CEO of Lubets, tells The Industry Leaders about her experience in the ever-growing erotic industry, shares her success story of launching a product during the first lockdown in Spain, and explains how the future of her industry brings exciting times.

How did you end up sitting where you are today?

My background is in marketing, particularly the specialisation of product positioning in the market. However, from a very early age (20 years old), I have developed my working life with my own companies.

In 2005, I noticed that there was a category to be exploited, starting with many needs such as strategy, branding, and a more feminine approach. At that time, everything erotic was related to porn. The products were just products; without a brand behind them. There was no concern for their exposure, quality, distribution, communication, and that's how I started.

During the pandemic, I launched Lubets, a brand of organic certified, one-dose, one-click lubricants. I saw an opportunity to make high-quality lubricants with a playful approach, and for them to be distributed to the mass market.

What kind of work does your role involve?

From the initial idea until it's on the shelves, I surround myself with professionals in each area, but I am in charge of doing the briefings, designing the product, brand and communication strategies, as well as the commercial elements.

What gets you excited about your industry?

When I started, I immediately fell in love with this industry because it seemed to me that I had everything to do in a market with incredible potential. It is a trend that is here to stay. Seeing how it has evolved since I started and knowing that I have contributed to it, is exciting. I love this industry; we make people happy.

How do you support aspiring leaders in your field?

I am always available for entrepreneurs; I aspire to help them with my experience. I try to get involved as much as I can in networking and groups of entrepreneurs.

How do you keep up to speed with what's happening in your industry?

I interact a lot with my industry, primarily through the contact and collaborations we have with leading players. Of course, I am also aware of publications, social networks, and, though they are now less popular, events.

What was the most challenging project or situation you've overcome?

The first production of Lubets arrived in the same week that Spain announced the state of alarm. Everything came to a standstill, including the distribution strategy, and even my investors. Then, the summer came with a lot of uncertainty, and, after ten months, I started to establish business contacts again. While I put more effort online, I met my investor during the lockdown and closed the financial round. Looking back, all has turned out very well.

You finish work today and step outside the office to find a lottery ticket that ends up winning $10 million. What would you do?

I would go on with Lubets and help other entrepreneurs with their investing. Maybe a few days of vacation, too!

What do you see as the key ingredients for failure?

I believe that experience and knowledge are, generally, essential ingredients for preventing failure. Of course, not giving your life to your project, not being passionate about it, and not believing in it are some of the more obvious reasons for failure. But there are many variables. If I had to advise an entrepreneur, it would undoubtedly be to insist that time is essential with investors. Failure is when you learn; don’t be so afraid of it.

If you had one wish for the future of your industry, what would it be?

Everything I want from the industry is already happening: normalisation of B2B and B2C by very creative new players who are accelerating the trend. I hope that in less than two years, the erotic category will exist in any conventional point of sale.

What book or podcast should everyone know about?

It isn't easy to shorten this answer.

Training is something that I have incorporated into my way of life. There are so many books that have contributed to my growth, both at work and personally. Lately, I am very focused on the spiritual part; it has taught me that having a peaceful mind gives me a lot of creativity to manage everything. In this sense, one of the books that I like the most (and the author’s podcasts) is A New World Now by Eckart Tole. Business: The Blue Ocean Strategy, The Lean Startup, and Growth Hackers Marketing.

How should people connect with you?


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