In a chat about career and entrepreneurship, the actress tells how she relates to brands and advertising
Giovanna Antonelli is one of the most renowned actresses in Brazil, with iconic roles that have marked generations, such as Jade, the main character of the telenovela “O Clone”.
In addition to the striking roles, which move and make you laugh, the actress is responsible for some of the trends that marked times. Who doesn’t remember the explosion of the blue nail polish, used by Giovanna in the soap opera “Em Famlia”? And after that, others appeared along the trajectory of the actress on screen. Now, back to the role of Delegate Hel, in the telenovela ‘Travessia’, Giovanna guarantees that the process will repeat itself.
“Throughout the chapters, the audience will indeed notice some possible trends. It’s a natural path”, stated the actress.
Currently, in addition to her presence on television screens, Giovanna is also a constant presence on social networks, where she has won a legion of fans and already has over 18 million followers on her Instagram profile.
Another facet of the actress is that of a businesswoman and entrepreneur. Giovanna founded GiOlaser in 213, which currently has more than 300 units in Brazil and expected revenues of R$ 250 million for this year. In addition, the actress has also been licensed for more than 10 years at Rommanel and prints campaigns for brands such as Truss, Vizzano and Coristina D.
At PROPMARK, Giovanna talks about her career, her relationship with advertising and her presence on social networks. Read the interview in full:
You debuted in acting in 1994, in the telenovela ‘Tropicaliente’. At that time, was there already a relationship between acting and advertising? If so, what was that relationship like?
Of course, this relationship has always existed. Advertising has always been part of my work, but there was no social network, which was a watershed in world communication! In the form of execution. Create. And deliver the final product.
You became known for setting trends with your characters, as was the case with the famous blue nail polish, from your collection in partnership with Speciallit. How did this idea come about? Was it already premeditated or was it something that just happened?
Things were always happening. I often joke that Jade (character from the telenovela O Clone) was the first influencer in Brazil. Everyone wanted and consumed their accessories, jewelry, fabrics, makeup… When I realized the power that my characters had on the public, I realized that I could undertake. With the enamel, it was also like this.
For your character in Travessia, can the market wait for a new trend?
I always like to guess when creating characters. When I receive the text, I collect personal ideas in folders and files on my computer, ranging from the light I think the character wants to wake up in to the accessories that have to do with her. And, of course, over the course of the chapters, the audience will indeed notice some possible trends. a natural path.
You have a very strong presence on social media. What was it like for you to enter this digital world and how did it influence your relationship with brands?
I’m always on the lookout for new. I like to learn and reinvent myself all the time and on the networks it couldn’t be different. I put together a team and we worked together to bring good content and everything I believe in. I want to join this audience and build an ever-growing community that feeds on good things, that wants to undertake, exchange with me and reinvent itself. And of course, it goes both ways with the brands that are also always looking for the best way to communicate with the consumer, in an increasingly organic and real way.
You are an actress, businesswoman, you have Giolaser, a line at Rommanel, in addition to starring in campaigns. How do you divide your time to do all this and still record the commercials?
I started working at the age of 13 and have never stopped, my routine has been intensifying year after year and so have my responsibilities. I’ve always lived this way, with a lot of discipline, passion and the will to grow. Discovering my gift from an early age is what moved me to get here. A privilege. I study, train, eat well, read, create, I try to be disciplined in my routine, even when I’m at an intense pace. I’m adapting my schedules and unfolding myself to handle everything. And it works, lol.
What do you take into account when starting a partnership with a brand or company?
Before accepting a partnership, I need to understand what the brand’s guidelines are, its commitment to the consumer, what it believes in, how it positions itself and I need to buy this product in its entirety, you know?
I need to be a consumer of this brand to be able to have my line on it.
And if it’s in my line, it has to have my face and it has to follow the commercial line that I believe in, which is the one that puts the consumer at the center of everything, because it is for him that brands exist and for him that everything must happen.
Having said that, my relationship with brands is super close, I follow everything, not with a controlling eye, but one of addition, you know? I always want to add and learn from people.
Do you participate in the creation of campaigns? Script, Production, etc.
I make a point of getting involved in everything because it’s not just my brand at stake, my name, my credibility, my purpose. I make a point of learning and following all movements and always being very close to the team. I get involved in creation and see myself as part of the business.
Do you see yourself as a brand? If yes, how?
I only put my name on what I consume, this is the main parameter for any product that I endorse with my brand. And if I consume, I need to know everything, so I make a point of following everything closely and giving my opinion at all stages, from product creation to the positivity in stores. And yes, I see myself more and more as a brand, which is a privilege, because this has the credibility of my audience and it is for them that I have the pleasure of working.
What is the best definition of the Giovanna Antonelli brand?
Commitment. All products and businesses that carry my name, more than my brand, carry my essence as a person who is the intentional and non-negotiable commitment I have with the people who follow and admire me. When someone consumes a product or service that I endorse with my name, you can be sure that I am the first consumer of each one of them. I need to believe and make tangible the result of what I sell because my credibility as an entrepreneur and as a professional is my strength, on which everything is based and based.
