Neutrox celebrates its 50th anniversary with a reformulated line and a campaign full of Brazilianness. “Brazilianize yourself with Neutrox”, a concept created by Euphoria Creative, is inspired by and honors the Brazilian essence of the brand, which created one of the first hair conditioners in Brazil.
The campaign film, which presents new Neutrox packaging and formulas, explores movement, colors and shapes of hair, which make up a rhythm that expresses the freedom, creativity and confidence of Brazilian women.
“Brazil is a diverse country, even when we talk about hair. Investing in new formulas and packaging reinforces our commitment to innovation and sustainability. It’s a strategy that promises not only to reinforce the brand’s presence, but also to create a lasting bond with its consumers.” Ligia Vulcano, Head of Marketing and Innovation at the Cabelos da Flora Unit.
“The ‘Brasileire-se’ concept celebrates the Brazilian identity and the diversity of our hair, capturing the essence of the brand that is reinventing itself with new formulas, packaging and visual identity to reintroduce itself to consumers and win over new generations. To achieve this, we developed a campaign that, in addition to honoring the history of the brand and its audience, is also an invitation for everyone to feel part of this transformation”, says Marcelo Rizério, Co-Founder and CCO of Euphoria Creative.
Flora, owner of the brand, invests R$30 million in this new phase, which includes new technologies in the reformulation of the care line. In addition to the product inspired by the classic version, with yellow packaging and red caps, the line is made up of products for different hair types and occasions: Sea and Pool, Oils, Strength, Purification and Curls, which now boast new packaging full of color, with a soft touch finish and “short cap” lids that reduce the use of plastic.
The entire line will be in stores and on the website between October and November, maintaining the accessible proposal that has always been a characteristic of the brand.
