The campaign follows the new visual identity of the brand, which presented the new logo inspired by the Brazilian skin tone.
Vult launched a manifesto for its brand repositioning campaign, which aims to reinforce the origins of the brand and encourage the rise of peripheral women.
The video “Voa, Que o Mundo É Seu”, narrated by singer Lexa, was recorded in São Paulo and with scenes in Complexo do Alemão, in Rio de Janeiro, in addition to having the participation of Balé Na Ponta dos Pés, a social project created by dancer Tuany Nascimento, and b-girl Savaz, a carioca born in Campo Grande who is looking for a spot in breakdance at the 2024 Paris Olympics.
“With this manifesto, we want Vult to be considered not only as a make-up brand present in the daily lives of our consumers, but also as a true driver of female power”, commented Carolina Carrasco, Senior Manager of Branding and Communication.
Along with the video, Vult is also presenting its new visual identity, inspired by the manifesto. The brand’s logo got a new look, with colors inspired by the skin tones of Brazilian women.
With creative conception by AlmapBBDO and development of earned media by Soko, Vult’s repositioning campaign focuses on digital media.
The Grupo Boticário brand also organized a presentation at Sala São Paulo and invited the characters in the video to perform at the venue. The meeting featured presentations by the collective Slam das Minas, the artistic movement Poesia de Esquina and the rapper Thai Flow.
In addition to promoting the presentations, Vult will also sponsor the projects with a year’s supply of products.
