The campaign “Have you ever stopped to think about how you treat your hair?” was created by Africa for Natura Lumina
Natura, through its hair brand Natura Lumina, launched a campaign that invites women to have a fluid and healthy relationship with themselves and their hair.
With the piece created by Africa and entitled “Have you ever stopped to think about how you treat your hair?”, the brand seeks to promote a dialogue so that consumers can rethink the relationship with hair, which is often derogatory, instead of fluid and confident.
We noticed that Brazilian women are never satisfied with their hair, so our campaign invites customers to have a more flexible relationship with their beauty. We hope that the Brazilian uses the best in terms of hair and leather treatment and that she has a more fluid relationship with her hair, said Denise Coutinho, Marketing director at Natura Brasil.
The brand ambassadors, Sheron Menezzes, Alice Wegmann and Paola Carossela, will get to know Lumina’s biotechnology and share details of their relationship with hair over the years on the networks, along with Mqui Nbrega, Bruna Unzueta and Rizia Cerqueira, who will use their channels to show the products.
The window of the Natura store located on Rua Oscar Freire, in So Paulo, also provoked women who passed by to question the way they treat their hair. In the window, the brand plays with fake packaging that simulate phrases that women usually say about their hair.
Already inside the store, all customers, alongside the support of salespeople, can find the line’s products so that their threads receive the appropriate treatment.
