In its new campaign, Nature Light, Natura’s specialist hair brand, invites all women to have a fluid and healthy relationship with themselves and their hair. The provocation is born from research and discoveries on social networks that reinforce the theory that women are never satisfied with their strands and often only highlight negative points. With that, the brand takes advantage of the moment to provoke consumers to treat their hair as Natura Lumina does.
Inspired by nature, the brand presents a complete line, with more than 10 treatment systems for different types and needs, which delivers intelligent treatment from the leather to the strands and promotes hair that is 2x stronger and regenerated from the first application. All this due to the exclusive pro-web biotechnology, an exclusive technology by Natura, which features a vegan protein that regenerates the thread from the inside out, adapting to the level of damage.
At this moment, along with the campaign, the brand brings its 3 main lines as protagonists. the new line anti hair loss and growthwhich accelerates hair growth by up to 3x, the relaunch of the line Curls and Curlsco-creation between Natura’s team of hair specialists and 80 curly and curly women to deliver the best solution for each curvature, up to 85% more definition, 6x more hydration and 43% more nutrition, in addition to strengthening the line for Chemically Damaged Hairwhich brings the highest concentration of pro-web technology, with the pro-builder item, promoting 83% of immediate reconstruction for the threads.
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Denise Coutinho, Marketing Director at Natura Brasil, comments:
“Natura Lumina was developed by our scientists in Cajamar, at the Natura Innovation Center, currently the largest in Latin America. As an example, listening to the needs of the market, we launched the new ‘Antifall and Growth’ line, an important demand that we have seen grow a lot in the post-covid period and that can be used by men and women. We also noticed that Brazilian women are never satisfied with their hair, so our campaign invites customers to have a more flexible relationship with their beauty. We hope that the Brazilian uses the best in terms of hair and leather treatment and that she has a more fluid relationship with her hair.”
During the campaign, the brand seeks to promote a welcoming and fun dialogue so that we can rethink the relationship with our hair, which is often derogatory, instead of fluid and confident. Ambassadors Sheron Menezzes, Alice Wegmann and Paola Carossela will learn about Lumina’s biotechnology and share details of their relationship with hair over the years. To test the products, share tips for use and question the relationship with the hair, influencers such as Máqui Nóbrega, Bruna Unzueta and Rizia Cerqueira are also one of the highlights of the more than 15 influencers who respond to the brand’s different treatment systems.
The window of the Natura store located on Rua Oscar Freire, in São Paulo, also provoked women who passed by to question the way they treat their hair. In the showcase, the brand plays with packaging fakes that simulate phrases that women usually say about their hair. Once inside the store, all customers, alongside the support of the salespeople, can find the line’s products so that their threads receive the appropriate treatment.
All Natura Lumina products are vegan, refillable, not tested on animals and made with 100% recyclable green plastic. The line can be purchased through Natura consultants, website, physical stores and Aqui Tem Natura.
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