Celebrating 21 Years Of Good Things Celebrating 21 Years Of Good Things

Brazilian Beauty

Opportunity

In a word: image. Consumers associated Brazilian Beauty more with the Brazilian than beauty.

Solution

To establish the brand as Australia’s leading full-service beauty salon, we created a campaign that shifted the focus from rational product and service messaging to a new emotional platform championing confidence: Believe in Beautiful.

Launching with a campaign to find the six new faces of Brazilian Beauty, we encouraged women everywhere to embrace their own kind of beautiful. The finalists featured in a multimedia campaign celebrating individuality – and a series of online TVCs inspired women to confront their own reflections and learn to love themselves for who they are.

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