“I didn’t look at myself in the mirror, I combed my hair through the reflection of the shadow on the wall”. “I felt depressed, with no self-esteem and no desire to get ready.” “It’s difficult to say what hurt, but at the same time, it’s necessary to be able to free myself.” These are the testimonies of Marli Timteo, 55 years old; Mnica de Melo, 51 years old; and Rosngela Rosa, 46 years old, who are part of the project ‘ Isso Mais que um Batom ‘, from Fills in partnership with the NGO Turma do Bem and the Maria da Penha Institute. The project focuses on rescuing the pride and self-esteem of women in situations of domestic violence.
Recent research proves that domestic violence is an increasingly alarming scenario in Brazil. Three out of every ten women have been victims in the country, a number that represents more than 25.4 million Brazilian women, according to the 10th National Survey of Violence against Women, released in November 2023 by the DataSenado Institute, in partnership with the Women’s Observatory against Violence (OMV). Furthermore, 74% of women said they had noticed an increase in this violence and 67% of those who had already suffered this type of aggression from a man said he was her intimate partner.
To collaborate with the transformation of this reality, Vult announces an unprecedented initiative through the launch of a social product, supporting the recovery of self-esteem and pride of women who had their mouths targeted during attacks, and which aims to raise awareness in society about the urgency of confronting violence against women.
“We know that, in cases of violence, the main target is often the mouth, and for this reason, we want to multiply smiles and amplify the voices of these Brazilian women, so that they can tell their stories and inspire society as a whole. The project seeks to build, based on real examples, an awareness and awareness movement that encourages the recovery of female pride, further consolidating Vult’s commitment in this territory”, says Renata Gomide, VP of Consumer at Grupo Boticrio.
As a starting point for the movement launched by the brand this March, Vult has already enabled the transformation of the smiles of Marli, Mnica and Rosngela, assisted by the NGO Turma do Bem through the ‘Apolnias do Bem’ project, which offers comprehensive dental treatment and free of charge for women whose teeth were affected in situations of violence.
“The next step to help a much larger number of Brazilian women who are experiencing this sad reality will be through the launch of a special lipstick that will have 100% sales going back to Turma do Bem”, says Renata.
With the amount, the organization will be able to support more women who need help, providing treatments that vary in their complexity.
“Our work does not just focus on aesthetics, but especially on restoring dignity to patients, making them whole again. These are stories of pain and violence that destroyed these women’s self-esteem. When they arrive at the office, some bring with them worn, dry lipstick, almost a symbol of perseverance, ready to paint their lips with a new smile. Over time, I understood the magnitude of this simple gesture, how much it represented for them: rebirth. And for our work to move forward, we depend on the support and engagement of society. Only in this way will we be able to reach a greater number of women who, often, need this first step to restart their lives”, highlights dentist Fbio Bibancos, who leads the project.
More than a Lipstick
In an emotional film, Vult tells the story of Mnica, Rosangela and Marli, who faced violence up close. The video reinforces reports that are not unique and are part of the reality of millions of Brazilian women. Focusing on restoring self-esteem and pride, the campaign showcases women who, after dental treatment, slowly returned to smiling and putting on lipstick, in addition to officially launching the new lipstick, a social product that makes the project’s expansion possible. At the end of the film, and in one voice, these women show that together it is possible to start over, rocked by the excerpt of the song Pra Todas as Mulheres, by singer Mariana Nolasco. The entire campaign was designed and developed by the agency PROS.
“Shedding light on domestic violence is a way of recognizing that this is a social, urgent and collective problem. As a women-led agency, we believe that our role can be a powerful tool to broaden society’s vision and build bridges that allow us to support those in need. Together with Vult, a brand that has a huge reach and that talks to this audience daily, we can not only know and transform these stories, but create a more hopeful future for today’s girls”, say Daniela Graicar and Fernanda Tchernobilsky, Co -CEOs of PROS.
The film was released on the brand’s social networks, and you can check it out in full, below. The campaign also features OOH media on urban furniture, with a static format, located in areas within the radius of the Women’s Police Stations in São Paulo.
Supporting the restart
Vult believes that every woman can fly high. Therefore, since 2017, it has impacted the lives of thousands of Brazilian women through the 220 Vults project, which uses beauty as an instrument of financial emancipation. The project was born, according to the brand, from the understanding that there is no way to contribute to a woman’s autonomy, independence and self-esteem without taking into account the reality in which they live. And when talking about violence, the context matters. According to DataSenado, the rate of women who have suffered domestic violence varies according to income: 20% of Brazilian women with more than six minimum wages declare that they have suffered some type of domestic or family violence committed by a man, a rate that rises to 35% among those with lower income, up to two salaries. This result also indicates that financial dependence is a factor in women’s vulnerability to violence and, in this case, the chances of reporting the aggression decrease.
“Among the main difficulties for reporting is financial dependence, as in many cases, the aggressor limits and isolates this woman, making it impossible for her to study or work. Domestic violence is a structural problem that needs to be addressed, among other initiatives, through education and information, so that we can envisage changes in the medium and long term, which is why, in partnership with Vult, we created the course module ‘Rescue your pride and empower yourself’, which deals with confronting domestic and family violence against women. This course will be offered free of charge by the brand to women across the country”, points out Conceio de Maria, co-founder and general superintendent of the Maria da Penha Institute.
The course, free and online, already has a list of interested parties open through the Empreendedores da Beleza program, a Grupo Boticário project supported by the 220 Vults project. The program, which trains women for the world of beauty, expects to train more than 30 thousand women in 2024 alone.
In addition to the module co-created with the IMP, the free training includes three other modules, which promote the expansion of knowledge about gender-based violence. Among other topics, participants will be able to learn more about the types and cycles of violence, the Maria da Penha Law and how to seek help.
Technical Sheet
Agncia: PROSAdvertiser: VultTitle:ThisMoreThanLipstickProduct:InstitutionalPresidenteeCOCEO:Daniela GraicarCOCEO:Fernanda ChernobilskyCCO:AdrianoAbdallaCreative Director: Maria Claudia MestrinerPlanning: Beatriz PoianiEditor:Carolina RuffeilHeaddearte:JulianAkinagaArt director: Victoria TofoliProduced by: Mariana Campanha, Fernanda Purchio and Alexander QuaglioAssistentedeArte:ThiagoAramakiFinalist: Alexandre FukugavaTrfego: Bruna GarciaExecutive Director of Branding at Grupo Boticrio: MarceladeMasiSniorVult Manager:Carolina CarrascoVult Manager: Aline MeloBrand Analyst III: Renata HondaSocial specialist: Eduardo RomanoPR Specialist: Camila Leite JustusPR Analyst: Yam YunesBranding Analyst: Victoria PereiraSocial analyst: Gabriela PettriAgnciadePR:PROSPR Director: Alice ZeitunePR Coordinator: Fernanda BlanesPR service: Joyce Sales
Sound Producer: CabaretMusical Production: Letcia Medeiros and Guilherme AzemComposer:GuilhermeAzemMixing: Gab ScatolinFinishing: Cyro Neto, GuilhermeAzem, Guilherme Faveri, Lucas ComparatoCustomer service: Ingrid LopeseBrbara RussianoCoordination: Leo Vieira, Chandra Lima, Mavi Capelasso and Dbora MelloSinger: Mariana Nolasco
Video producer: UltravioletDirectors:Rodrigo RebouaseBrunaArcangeloExecutive Producers: Gilberto Pires (Gibinha) Carlos Guedes (Cebola)Customer service: Carla OnishieBrbara MatsudaScreenplay: Rodrigo RebouasProduction coordination: Cadu Dantase Giovana Ferrari1AD:Isadora LevyDirector of Photography: Milena Seta1Camera Assistant: Brbara VieiradeLacerda2Camera Assistant / VideoAssist: CarinadeBarros FernandesLogger (GMA):Bruna Yamatogue GiannoniProduction director: Arabi MesquitaProducer: Giulia RibeiroProducerCast:DaianaAndradeArt director: Danielle D’AvilaCostume Designer:Paula Zoboli1st phase makeup: Camila Mendes2nd phase makeup: Clara Holtze, Laura Chuairi La LainaLocation Producer: Lu LopesDirect Sound Technician: JulianaAlves SantanaCreative Research:Ana Julia SantoseAlice GuedesPs:Space GorillaExecutive Production: Ana OuriquePs Production Coordinator: Rodrigo ParenteEditing: Natalia FariasFinisher: Gabriel GuedesIsland Assistant: Henrique FreitasVFX Supervisor: Cadu Cipolla LucaComposition:Francinaldo Lemos, Felipe LopeseValderino CaetanoColor Grading:Junior Xis
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