The campaign, produced by Ampfy, aims to inspire people to be who they want to be.
Risqu announced the launch of its new line with the campaign “Reivente o Normal”, which aims to raise a discussion about what “being normal” and the stereotypes that are carried by the concept of “normality”.
The piece, produced by Ampfy, features eight colors and was inspired by the brand’s positioning, in addition to focusing on inspiring people to be who they want to be, using nail polish as an expression tool.
“Who says there’s a right way to be? We are all unique, without stereotypes, we don’t fit any definition that imposes on us. Risqu has been raising this flag of diversity for some time and the new collection is in line with this movement. As a brand, We always seek to invite society to deconstruct labels and open up to a new way of thinking, demanding from small revolutions to major changes. Reinventing the normal is a form of revolution”, explained Regiane Bueno, Vice President of Marketing at Coty in Brazil.
The launch brings shades of brown, creamy and metallic, blue, bronze, purple, neon yellow, gray and red, which are trends in the fashion and beauty segment. The nail polish names were also inspired by very common concepts in discussions about breaking patterns and stereotypes.
“The campaign created for the new collection is in line with the brand’s proposal to rethink standards, question stereotypes and raise this flag of self-esteem, colors and free expression. With several pieces on multiple platforms, our diverse, pop, colorful campaign , light and modern, reinforcing the aesthetics of the brand and our empowered tone of voice”, said Juliana Coelho, creative director at Ampfy.
