Housewife Efigênia Honorata experienced two abusive marriages. She was the father and mother of her four children and today, she dreams of tattooing a phoenix, a bird that symbolizes rebirth and that she identifies with her story. Technologist in the Oil and Gas industry, Maria Célia was scolded by her family when she said she was going to get a tattoo, she backed off and now, free of prejudice, wants to honor her grandson with a permanent design on her body.
Commercial manager Rochele Marucci, on the other hand, is the only child of an authoritarian father who removed her against her will from a tattoo parlor when she was younger. Today she plans to tattoo a shell, as delicate as it is deep, in reference to her personality and passion for the sea.
These three women are honored in the launch campaign of the new Protex Pro Tattoo, by Colgate-Palmolive. The product is the first antibacterial soap* developed to protect tattooed skin, with linseed oil and niacinamide in its composition.
Created by VMLY&R, the action proposes a conversation about the freedom that currently exists for women to decide whether or not they want to mark their skin with their memories, by bringing the prejudice faced by them in society from the moment they decide to get a tattoo. This conversation encourages a generation of women – who were never able to fulfill their desire to get a tattoo – to break with these stigmas and carry out their wishes by recording personal stories permanently on their bodies, with today’s freedom, regardless of age.
Katia Ambrosio, Director of Personal Care at Colgate-Palmolive, which owns the Protex brand, comments:
“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, who feel free to explore the world, to turn that page and rely on Protex Pro Tatoo to protect their skin and their stories. The idea is that women of any age can immortalize in their skin the memories and desires they have always had”, adds Emmanuelle Goethals, leader of service and operations at the Colgate-Palmolive core at VMLY&R.
Ambrosio adds:
“Bringing in women who tell inspiring stories about such an important subject reflects a lot on the history of Protex, which has been present in the routine of Brazilian families over the years, acting actively in skin care and also with the mind, it is essential to give voice to these women and we are helping in this movement.”.
The action will be recorded in a testimonial film, which goes on air in the digital environment on April 18th.
Tattoos and breaking other taboos:
To promote the launch of the campaign, the brand will bring together the campaign’s 60+ team of tattooed women at an event developed by the BCW Brasil agency and which will be led by Astrid Fontenelle, in a round table, to exchange experiences on the taboos faced and restrictions by gender. The award-winning journalist won the “Woman Press Trophy” for her decades-long work promoting discussions and breaking female taboos. In addition to her, the event will feature the presenter Penélope Nova and other digital influencers. Male presences, such as Mateus Verdelho and Rafa Cesar, will be there as guests.
In a round table, Astrid will propose the theme “Tattoos and breaking other taboos” to the guests, who must tell 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 São Paulo, on the 18th, and will generate simultaneous content on the brand’s social networks. The event will also feature flash tattoo sessions for guests present at the venue.
Check out the movie:
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