Brand has been present in the beauty market for 17 years and is betting on its second rebranding
Ricca, beauty accessories brands from the Belliz Company, has just announced its second rebranding in 17 years on the market. With a focus on renewal and authenticity, Ricca launches a repositioning campaign that seeks to challenge beauty standards and celebrate the difference and personality of its consumers.
For the company, this is the moment to demonstrate its commitment to inclusion and empowerment. “Ricca has been on the market for 17 years, our consumer, who was young (18 to 24 years old), has changed. This consumer has evolved and we understand that we need to be a brand that connects with this consumer – who has matured and has a young spirit at the same time. time”, says Joyce Pedroso Leite, brand manager at Belliz Company.
Joyce emphasizes that the change is not just packaging, “the change involves repositioning, behavior, brand attitude, understanding diversity and also a major change in the product assortment.”
To bring this new approach to life, Ricca joined forces with the Colletivo Design agency, resulting in the creation of five films. These films, released in conjunction with the campaign, explore the brand’s new identity and vision, which seeks to convey the message that spreading boldness and joy throughout the world is, in fact, Ricca’s mission.
Some of them are already available on the brand’s official YouTube channel, and the rest were released throughout the month of October on the company’s social networks.
“The main challenges are how to shape all fronts (packaging, communication and choice of campaign people) with the needs and wants of our consumer, which we call riccalovers“, added Joyce.
