The campaign, created by Galeria, has the concept Go with courage. Luna goes with you and was made by a team of women
Natura launched the #CouragedeMulher campaign, which aims to invite women to occupy the spaces they want in society and inspire them to become protagonists of transformations.
The initiative, created by the Gallery, has the concept Go with courage. Luna goes with you and was made by a team of women, many acting on a movie set for the first time.
The 30’s film, produced by Nvem and Pingado udio, features Elaine, Natura Beauty Consultant; Patricia, alone; Vernica, Natura’s perfumer; Day, stylist and indigenous activist; Aira, social entrepreneur; and Maiara, a Paralympic swimmer. Each of the characters is inserted in a scenario that refers to the profile or activity of each one of them. The film ends with the phrase Go with courage. Luna goes with you, followed by the Natura signature. The perfumery house of Brazil..
The campaign was designed to promote the house’s new fragrance, Luna Coragem, which features an olfactory path created by Vernica Kato. The fragrance is inspired by Protea, a flower that symbolizes resistance and hope, combined with pink pepper, patchouli and copaba, which brings a contrast to Brazilian chypre.
The Luna brand has, at its essence, female liberation and women’s protagonism. We believe that daring to free ourselves from the shackles of socially imposed standards and the expectations that limit us is a fundamental source for us to take ownership of our own path, of our own achievements. With the launch, more than inviting women to show their courage, we celebrate their journeys from the beginning to the end, said Denise Coutinho, Natura’s Brazil marketing director.
The campaign debuted during the intermission of the last episode of the telenovela Pantanal, shown by Globo, and was also present during the intermission of the first episode of the telenovela Travessia, by GloboPlay. In addition, the 30’s and 15’s films, which will be broadcast on open and closed TV, can also be seen on digital and social networks.
The piece also features radio spots, merchandising on Domingo do Hulk (Globo), original content on e-commerce and lifestyle platforms, formation of a pool of creators and a podcast on Bom Dia Obvious. The deployment to OOH, present in different capitals in Brazil, has a geolocation strategy aimed at the digital re-impact of the consumer who came across the foreign media. Within the TikTok universe, the campaign extends its presence using the new Branded Mission and Pulse formats.
