Brazilian Beauty


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


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.