Created by VMLY&R, campaign proposes that women break with stigmas
Launch campaign for the new Protex Pro Tattoo, by Colgate-Palmolive, invites women 60+ to get their first tattoo, telling inspiring stories. The product is the first antibacterial soap developed to protect tattooed skin, with linseed oil and vitamin E in its composition.
Created by VMLY&R, the action proposes a conversation about freedom for women to decide whether or not they want to mark their skin with their memories. The objective is to encourage a generation of women to break with stigmas. The campaign has a testimonial film, which goes on air in the digital environment.
For decades, tattoos were seen in a prejudiced way and not as a form of expression. The stigma increased when it came to a woman. Now, we invite all of them to turn this page and rely on Protex Pro Tatoo to protect their skin and their stories, comments Katia Ambrosio, director of personal care at Colgate-Palmolive, which owns the Protex brand.
The idea that women of any age can immortalize in their skin the dreams they’ve always had, adds Emmanuelle Goethals, service and operations leader at the Colgate-Palmolive center at VMLY&R.
To promote the launch, the brand will bring together the campaign’s 60+ team of tattooed women in an event developed by the BCW Brasil agency, which will be led by Astrid Fontenelle, in a round table, to exchange experiences and experiences on the taboos faced and restrictions by gender. In addition to her, the event will feature presenter Penlope Nova and other digital influencers.
Astrid will propose the theme Tattoos and breaking other taboos to the guests, who must talk about their relationship with tattoos and what they have already faced by assuming them publicly. The chat takes place at an event for guests at the Notie restaurant, on the terrace of Shopping Light, with a menu signed by chef Onildo Rocha, in So Paulo, on the 18th, and will generate simultaneous content on the brand’s social networks.
