Olympic champion stars in the brand’s compact powder repack campaign.
Fills, one of the leaders in the beauty market in Brazil, is always looking for innovation, combining products that combine high performance and assets recognized in the sector with cost-benefit. This time, the brand invited Rebeca Andrade to become its official ambassador and, throughout the year, the athlete will be present in the brand’s campaigns and launches. The partnership with the gymnast, which began in 2021, gains even more prominence as she represents Brazil in the Olympics of Paris 2024, reinforcing Vult’s commitment to the values of overcoming and the dreams of Brazilian women. To start this communication, Rebeca stars in the Vult compact powder repack campaign, one of the most significant items in the brand’s portfolio and a consumer preference in the country, considered the best-selling product in the country in pharmacies and perfumeries in 2023, according to audience consultancy Nielsen, developed by AlmapBBDO and amplified by PROS.
Check out the campaign below:
In the advertising film, the world gymnastics gold medalist appears in a gym with an engaging narrative in which she takes on the role of judge and evaluates the performance of the compact powder. In parallel, Vult reinforces the connection with the product, “from champion to champion”, sharing changes in the product’s packaging, which in addition to being vegan becomes more sustainable, as each unit will reduce around 4.62g of plastic, which amounts to 8.85 fewer tons of plastic waste generated per year, while ensuring that its success formula is maintained. Highlighting its excellence and popularity, the brand summarizes the message that Vult’s compact powder is also gold.
Vult is the brand that exalts the pride and dreams of Brazilian women, following the positioning that the world is yours. As Brazilian women connect with authentic narratives and seek references in inspiring stories, Vult is honoring Rebeca Andrade’s legacy. Not only did we include her in our campaigns, but we also named her brand ambassador, recognizing her importance and representation, reinforces Marcela De Masi, executive director of Branding and Communications at Grupo Boticário.
Consolidating itself more and more as the Brazilian beauty specialist brand, Vult brings 10 shades of the compact powder, whereas the previous version had 8 colors. To meet the greater diversity of skin tones among Brazilian women, in addition to the brand including Real Color technology, which guarantees high pigmentation and faithful packaging tones for your skin, a study was also carried out in partnership with Escola Madre that resulted in a new color rule, in which the 5 best-selling colors were maintained and 5 new shades were created.
The change to the brand’s compact powder represents another step towards the New Era of Vult, a movement that began in 2022, with the relaunch of more than 100 products from the brand’s portfolio and also involves a rebranding process with a focus on modernizing and enhancing the entire the makeup line.
The re-release is available on e-commerce Vult official brand and in the main perfumeries in Brazil.
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