The brand of hair care products Aussie wins the endorsement of model Paola Antonini, who from this Thursday (2nd) will act as an ambassador for the line marketed by P&G in the campaign Live the boldness of light hair, which has Grey’s strategy, Accenture media, New Vegas content and Ketchum’s public relations plan.
With digital pieces and amplification in stores and pharmacies, the action communicates the use of new ingredients – such as Australian aloe, macadamia, apricot and avocado oil -, in addition to items already known by the brand’s brand lovers around the world, such as oil from jojoba, coconut oil and Australian kelp. The packages display the brand’s characteristic purple color and metallic effect, while the kangaroo symbol gained a holographic effect. The brand promises hydration in three minutes without leaving your hair heavy.
“This is Aussie’s biggest innovation in Brazil and reinforces our superiority in products, with exclusive benefits for an increasingly demanding consumer”, comments Isabella Zakzuk, senior director of brand operations and leader of the beauty category at P&G Brasil.
The executive explains that the communication work strengthens the brand’s purpose “to bring lightness to women’s daily lives so they can discover the surprising version of themselves and find their high point. We are going to take pharmaceutical cosmetics to another level”, adds Isabella.
Created in 1979 in the United States, Aussie – or Ozzie – is an Australian slang used to define the Australians themselves. In addition to the Mega Moist line, the brand brings new collections Bye Bye Frizz, Curls and Crespos Activados (released for low poo) and Botox Effect, which reflects a trend in the hair care segment, accentuated during the Covid-19 pandemic, period in which people had to adapt to new hair care routines at home.
The line still has vegan products, with the Peta seal, proving that it does not test animals anywhere in the world; and the Eurecycle seal, which guarantees 200% of the packaging’s environmental compensation.