Betty, la Fea re-aired on TeleFutura in January 2009. Eight years after the telenovela's original run, the highly anticipated return of the original version of Yo Soy Betty, La Fea delivered impressive ratings for the network, attracting over one million viewers, more than half a million of which were adults aged 18-49. In addition, the premiere episode doubled and in some cases nearly tripled its prior audience among all key demographics.
Beatriz Aurora Pinzón Solano, Betty, is an unattractive but brilliant economist working as a secretary at a fictitious Colombian fashion empire, EcoModa. Betty constantly faces the scorn of EcoModa's attractive manager-owners but proves herself indispensable to EcoModa's new president, Armando Mendoza. She becomes Armando's accomplice in a clandestine scheme to save EcoModa from financial ruin and they become romantically involved.
Though she has a masters degree in finance and graduated at the top of her class, Betty has been unable to secure a job interview, because, she claims, her ugly photograph ruins her otherwise impressive résumé. After searching unsuccessfully for a job to match her education and experience, she applies for a position as the secretary to the president of EcoModa, a highly successful, trendy fashion manufacturer/retailer founded by two families, the Mendozas and the Valencias. She sends her résumé to EcoModa without a photograph, thus securing an interview.
Armando Mendoza, EcoModa's new president, is the smart, handsome, and well-educated son of the company's retired co-founder Roberto Mendoza. He is engaged to Marcela Valencia, an EcoModa executive and daughter of the deceased co-founder, Valencia. Armando is in search of a new secretary and first interviews Marcela's best friend, Patricia Fernández. He is reluctant to hire Patricia because he assumes that Marcela would want her to spy on him, given his reputation as a notorious womanizer. Armando then interviews Betty. While he is concerned about her "ugliness", he likes the idea that she could be his ally, rather than a spy. In order to please Marcela, Armando hires as his secretaries both Betty, the ugly but brilliant economist, and the very attractive but not so intelligent Patricia.
Since EcoModa is a fashion company primarily concerned with image and beauty, Patricia is seated in the lobby and Betty is seated in a stock room behind Armando's office. Nevertheless, Betty proves herself invaluable as she maneuvers effortlessly in the business and finance milieu, earning respect among industry insiders which would later become her close friends. Throughout the weeks, Betty falls in love with Armando but keeps her feelings a secret from him and everyone else. She is satisfied with the idea of Armando only needing her for work because she knows he would never need her for love.
Out of loyalty and love to Armando, she helps him launch a risky new business plan that could mean the downfall of EcoModa, but if successful, could bring the company back to firm financial standing. The business plan sets up a fake company, run in name by Betty, as a firm financial backer of EcoModa. The fake company prevents the banks from taking over EcoModa's stocks, primarily because of Betty's business savvy and financial contacts. Once the summer fashion line is released, EcoModa will be secure in their finances and the fake company can be dissolved. However, Armando asked Betty to fake the annual budget reports in order to keep the plan a secret from his family, not wanting to disappoint his family regarding his leadership skills as the new president of EcoModa. Betty reluctantly agrees to secretly help him and convinces her best friend, Nicolas Mora, to go along with it. EcoModa vice president (and Armando's best friend) Mario Calderon is the only other person at EcoModa that knows about the business plan. However, because of how the plan works, EcoModa has pretty much been sold (in paper) to the fake company, setting up Betty as the president and Nicolas as the vice president. Mario is concerned that Betty has the capability to keep EcoModa to herself and convinces Armando to romance Betty to keep her happy. Armando is sure that Betty could never be so devious, but when he thinks that Nicholas and Betty are a couple who are capable of getting away with the company, he begins to worry. Also because of how Armando use to mistreat Betty and how some of the employees would make fun of her looks(including him), he believed Betty would stay with the company. He decides to take Mario's advice and starts to romance Betty even though he is disgusted by the idea.
As the weeks pass by, Betty falls more in love with Armando. In turn, Armando starts seeing past the "ugliness" and sees the beautiful person Betty really is. He falls in love with Betty, but keeps his feelings secret from Mario, who constantly teases Armando about having to kiss the ugly duckling. Though Armando really is in love with Betty, he decides not to tell her about the horrible plan thinking that Betty wouldn't love him anymore if she knew. A couple of days before the budget meeting, Betty discovers letters from Mario to Armando describing details about the fake romance. Betty is devastated at how Armando could take advantage of her feelings and instead of confronting him, she decides to get revenge by first playing along with his game and then by exposing the truth of the secret business plan to his family at the meeting. Armando and Mario, clueless that Betty knows the truth, are shocked that Betty would turn on them at the meeting. The family (who are also stockholders) are pretty much informed that EcoModa is in financial ruin and that Betty is the new owner of the company. However, Betty reveals that the fake company was only set up to prevent EcoModa from going bankrupt and that she is handing back full ownership to the stockholders. Roberto Mendoza chastises Betty on her involvement in such a scheme, knowing her to be an honest woman, and Betty is escorted out of the building. Before she leaves, Armando confronts her, only to find out how much Betty was humiliated by his deception. Armando tries to tell Betty that he truly loves her, but she refuses to listen. As Betty is walking out, Marcela demands to know what Betty is carrying in a large plastic bag. Betty shows her the "trash" which is all the fake letters and gifts that Armando had given her. Exposing their relationship, Marcela is shocked and devastated by the news, but Betty explains that their relationship was fake and never out of love. Out of heart break, Marcela cancels the wedding and breaks up with Armando, everyone loses respect for him, and he is left emotionally lonely. Hurt and heartbroken, Betty immediately takes a job as the assistant to a fashion icon who is in charge of the Miss Columbia Pageant. She runs to the airport to catch a flight to Catagena. She asks her family not to tell anyone where she is, especially Armando. Betty is humiliated at how she let Armando fool her and how Roberto had to fire her, and decides to confide the whole truth to her new boss, Catalina, including her so-called romance with Armando. Armando desperately wants to find Betty and convince her that he loves and needs her, but her family will not tell him how to find her. Armando must also deal with the fallout of the business situation EcoModa is now in. Armando is fired as president and his father comes out of retirement to take over the presidential duties. The attorney realizes that Betty did not correctly turn over the business back to the stockholders, therefore Betty and her fake company are still the owners of EcoModa, thus preventing the bank from seizing control. Knowing that the only way to save the company is to continue with the "business plan" until after the summer fashion line, the stockholders have no choice but to ask Betty to stay and run the company. The only problem is that they can't find Betty.
Beatriz Aurora Pinzón Solano, Betty, is an unattractive but brilliant economist working as a secretary at a fictitious Colombian fashion empire, EcoModa. Betty constantly faces the scorn of EcoModa's attractive manager-owners but proves herself indispensable to EcoModa's new president, Armando Mendoza. She becomes Armando's accomplice in a clandestine scheme to save EcoModa from financial ruin and they become romantically involved.
Though she has a masters degree in finance and graduated at the top of her class, Betty has been unable to secure a job interview, because, she claims, her ugly photograph ruins her otherwise impressive résumé. After searching unsuccessfully for a job to match her education and experience, she applies for a position as the secretary to the president of EcoModa, a highly successful, trendy fashion manufacturer/retailer founded by two families, the Mendozas and the Valencias. She sends her résumé to EcoModa without a photograph, thus securing an interview.
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Out of loyalty and love to Armando, she helps him launch a risky new business plan that could mean the downfall of EcoModa, but if successful, could bring the company back to firm financial standing. The business plan sets up a fake company, run in name by Betty, as a firm financial backer of EcoModa. The fake company prevents the banks from taking over EcoModa's stocks, primarily because of Betty's business savvy and financial contacts. Once the summer fashion line is released, EcoModa will be secure in their finances and the fake company can be dissolved. However, Armando asked Betty to fake the annual budget reports in order to keep the plan a secret from his family, not wanting to disappoint his family regarding his leadership skills as the new president of EcoModa. Betty reluctantly agrees to secretly help him and convinces her best friend, Nicolas Mora, to go along with it. EcoModa vice president (and Armando's best friend) Mario Calderon is the only other person at EcoModa that knows about the business plan. However, because of how the plan works, EcoModa has pretty much been sold (in paper) to the fake company, setting up Betty as the president and Nicolas as the vice president. Mario is concerned that Betty has the capability to keep EcoModa to herself and convinces Armando to romance Betty to keep her happy. Armando is sure that Betty could never be so devious, but when he thinks that Nicholas and Betty are a couple who are capable of getting away with the company, he begins to worry. Also because of how Armando use to mistreat Betty and how some of the employees would make fun of her looks(including him), he believed Betty would stay with the company. He decides to take Mario's advice and starts to romance Betty even though he is disgusted by the idea.
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