When done in partnership with Africa Creative, the name of ‘Praia do Futuro’, in Fortaleza, was changed to ‘Praia do Hoje’
Natura, through the Natura Tododia line, took advantage of the launch of the Pink Mango and Coconut & Acerola and Hibiscus water fragrances to announce a campaign that makes the following invitation: “What if this summer you didn’t put off until tomorrow?”.
The action, carried out in partnership with Africa Creative, proposes that women experience the best of summer today and not be limited by insecurities and expectations imposed by society’s standards.
“Summer is considered by many to be one of the best seasons of the year, but it is also the time when women feel most pressured by aesthetic standards. It is with this reflection that Natura Tododia reinforces the importance of self-care and not putting off until tomorrow, taking advantage of the call of the hottest season of the year”, said Renata Eduardo, global marketing director for personal care at Natura.
As part of the initiative and in a partnership with the City Hall and the Fortaleza Tourism Secretariat, the brand also provisionally changed the name from Praia do Futuro to Praia do Hoje.
In addition to the change in the sign, which will be exposed during the period of the action, the beach sands will also receive several activities that encourage women to experience the best of summer, such as practicing sports on the beach, a space to take photos praising their bodies and an area self-care and trying out Natura Tododia products.
Throughout the days, promoters will also present swimmers with personalized sarongs and the brand will sponsor projects that encourage sports on the beach.
“‘Praia do Futuro’ is an iconic space in Fortaleza and this temporary change of name is a way of drawing attention to the importance of living today. We hope that the spaces we create for body care, through experience with our products, stimulation, sports practices and photos, encourage our customers to create an even more pleasurable relationship with themselves and make the most of the season”, added Denise Coutinho, director of marketing and communications at Natura Brasil.
The campaign also features several activations on the northeastern coast and on flights to the region, including an OOH transformed into a Natura Tododia refrigerator, with sorbet creams that can be placed in the refrigerator for an experience of refreshing skin hydration.
The communication will be broadcast on open and paid television, with merchandise and films that feature the campaign invitation and publicize the new products.
“The excess of searches and mentions of the expression ‘summer project’ on the networks, including the frustration at not achieving it when the season arrives, is proof of how it seems that, if women don’t achieve the ideal body in the summer, they don’t have the right to enjoy the season in its entirety.”, says Milena Zindeluk. “Invite women not to put off until tomorrow, invite them not to postpone these experiences, not to postpone their summer”, concluded Eduardo Ferraz. Milena and Eduardo are Creative Directors at Africa Creative.
In addition to the sign in Fortaleza, there will be activations in the cities of Salvador (BA), Caraguatatuba and São Sebastião, with the distribution of samples, discounts and personalized sarongs.
