The campaign is signed by Galeria and will have TV developments, digital strategy, regional actions and podcast activations.
Natura launched a campaign to promote its new perfumery and personal care line, Natura Homem Neo.
Under the concept “Feel what’s new on your skin”, the campaign signed by the Gallery invites the public to take a new look at masculinities, encouraging men’s self-care and a freer, empathetic and sensitive attitude.
The film “Place” brings a manifesto about the new to present the line. Among the scenes that show different situations in which masculinity and the day-to-day of personal care are experienced in their individuality, the locution highlights that “the new is a place without a map and for each man the path is different”.
“We want to bring a new look at masculinity to this man who takes care of himself and cares about self-care. We believe in a more sensitive, empathetic masculinity ready to live the new. It is the man who adapts, rediscovers himself and strengthens himself”, completes the executive”, said Claudia Pinheiro, global director of perfumery at Natura.
The campaign consists of three films for TV, which unfold in versions of 5”, 6”, 15” and 30” seconds; in addition to having merchandising on the Domingão do Huck program; digital strategy with exclusive films; regional brand actions and podcast activations.
The campaign will also feature the project “Pega a Visão com PodPah”, together with PodPah, led by Igão and Mítico, where the presenters will go to a barbershop in downtown São Paulo to carry out live interviews with men, to understand the vision of each one on new aspects of masculinities and self-care. The audience will be able to follow the interviews on PodPah’s YouTube channel, in addition to the cuts on the Natura channel and a series of content developments on social networks.
“It is not difficult to see that gender patterns still generate a lot of suffering in the world. With each campaign, what we seek is, through the reach of this great brand, to inspire men to experience new possibilities of feeling, relating, and educating. It has been a successful trajectory, with good dialogues and many lessons learned.”, adds Denise Gallo, Creative Director of the Gallery.
