Signed by WMcCann, the campaign has a 360º strategy that encompasses digital, OOH and insertion in the soap opera “Família é Tudo”, on Globo
Throughout Anitta’s “Funk Generation” tour, the singer’s fans noticed that products from L’Oréal Paris’ Elseve Glycolic Gloss line started appearing in some posts on social media, and now they’ve discovered the reason: Anitta is the new face of the brand.
The announcement was made through the artist’s social media and, with the partnership, L’Oréal seeks to empower and encourage women, in addition to giving voice to the concept of shine and self-confidence.
Created by WMcCann, the 360° campaign seeks to engage consumers across multiple platforms, with integrated and coordinated action across media. The media strategy involves pieces that reinforce the product’s attributes and differentials, as well as developments for digital and OOH.
“By thanking herself, Anitta embodies the concept of self-sufficiency and personal power. And that is what Elseve Glycolic Gloss seeks by inviting all women to recognize themselves in their glow. Anitta’s participation in the campaign is also a way to inspire women to recognize and embrace their own glow,” explains Maíra da Matta, brand director at L’Oréal Paris.
In the second phase of the campaign, the brand will host a challenge on TikTok, where Anitta thanks herself for working hard to be “the owner of all the gloss, the boss”, reinforcing the product’s signature “More than shine, it’s ultra gloss”, in addition to the brand’s tagline “Because you’re worth a lot”.
The content campaign will also include a commercial in the soap opera “Família é Tudo” on Globo. In the plot, the characters will come across the mission on social media and discuss the subject, creating a complete brand experience for consumers on broadcast TV and social media.
