During the period, during which it underwent a complete overhaul of the line and included new products in the portfolio, it became more dedicated to online and offline actions.
Feminine sensuality, present in everyday life, in the state of mind and in small moments, is portrayed in the new positioning campaign for Paixo, brands of oils and body moisturizers of the Coty Group in Brazil.
The communication represents the company’s return to the universe of campaigns, after four years. During the period, during which it underwent a complete overhaul of the line and included new products in the portfolio, it became more dedicated to online and offline actions.
In the new strategy, conceived by Talent Marcel, she connects sensuality with self-acceptance and self-love. “Passion always seeks to be by the woman’s side so that she can take care of herself, look at herself and fall in love with herself every day, getting to know her body and its power better. We women are able to awaken our sensuality in a unique way, being true to ourselves, says Regiane Bueno, Vice President of Marketing at Coty.
For the campaign film, he invited director Lu Villaa to portray the discovery, shown from different women and bodies. What attracted me most to the project was the brand’s desire to talk about sensuality. I also believe in plural sensuality, which enhances each woman in her own strengths and authenticity. A sensuality much more intrinsic than seen as a behavioral choice, adds Villaa.
