Brazilian Beauty had an image problem. Consumers associated it more with the Brazilian than with beauty. To help establish the brand as Australia’s leading full-service beauty salon, we created a positioning that shifted the focus from rational product and service messaging to a new emotional platform championing confidence.
Believe in Beautiful encourages women everywhere to feel better about themselves and embrace their own kind of beautiful.
Launching with a campaign to find the six new faces for Brazilian Beauty, we installed decals on mirrors in salons and washrooms, distributed 'You are beautiful' compliment cards and ran an online recruitment campaign.
The finalists featured in an outdoor billboard, Adshel, poster, press and digital campaign - plus a series of online TVCs that inspired women to confront their reflections, learn to love themselves for who they are and Believe in Beautiful.