Strategy reaches the young audience with a more diverse communication. We want to attract even men
Beloved but traditional. This is how Brazilian women see Colorama. The discovery was made in the midst of the Covid-19 pandemic, but the French brand L’Oréal faced the bull by the nail and turned the crisis into an invitation drop your colors. The slogan renews the nail polish used for more than 70 years by women in Brazil, the second largest consumer market in the world, behind only the United States.
“The country is among the ten largest global operations of L’Oréal”, assures the Argentinian Maria Belen Torrens, director of the Colorama brand. According to her, the Brazilian market is very competitive, with three to four brands looking for innovations and disputing consumers, who today travel much more between the physical and digital environments.
The turnaround still tries to scare away losses accumulated during the quarantine. According to Abihpec (Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry), the sector ended 2021 with inflation seven percentage points below the general index. Some categories even registered deflation. In the case of nail items, the drop in prices was 0.7%. In total, sales in the sector fell by 2.8% in 2021, compared to the previous year, when it had a positive performance of 5.8%.
From the calm of blue to the red of rage, Colorama wants to be a brand that follows the state of mind of anyone who wants to color their nails. “The strategy reaches young audiences with more diverse communication. We even want to attract men to the brand”, highlights Maria Belen. Studies were carried out with approximately 500 people from classes A, B and C, which still take into account international research with the main trends about to arrive in Brazil.
Colorama promises colors for every moment, style or season of the year. The debut of the new communication stage, created by Dojo in partnership with the brand’s in-house, was inspired by Carnival. With nine colors, the collection Colorama pad has the pink white Fantasy okthe copper Glitter all over the housethe bright pink call me on wednesdaythe metallic purple No, it is notthe bluish green block marathonthe metallic blue send the locationor creamy coral Behind @the orange Just after Carnival and the yellow with glitter 3 for 10.
Other news is to come. “We launch three to four collections a year”, says Maria Belen. The brand’s presence on social networks is organic and, even so, Colorama claims to have “one of the highest engagement rates in the beauty category, with a very close language, which listens to and understands women”, points out the L’Oréal executive.
Collaborative projects and actions are also planned to increasingly strengthen the relationship with manicurists, who represent 50% of the brand’s consumers. “They are our spokespersons and advisers to our clients”, remembers Maria Belen. Among the programs already created is Manicures de Sucesso, a collection with eight colors, co-created with 13 professionals in September last year. “We will continue with this type of activation”, guarantees Maria Belen. The strategy also includes groups on Facebook and Instagram to monitor daily activities, anticipate launches and understand needs.
The hand was also extended during the pandemic. With closed doors, beauty salons were one of the most affected establishments. “But we guarantee the delivery of products so that the manicurists could continue attending to their clients at home”, says Maria Belen. Colorama also has partnerships with institutions such as Redes da Maré, in Rio de Janeiro, which in 2021 trained 300 manicurists.
