In a collaboration that promises to shake up the national market, the presenter Sabrina Sato joins one of the most famous characters in the world, Hello Kitty, in an unprecedented co-branding. With two icons joined together, the stylization of the character’s image could not fail to exist, which is why, in all lines of the partnership, Hello Kitty will be seen in an unprecedented way with Sabrina’s famous mole on her forehead.
The fusion between the businesswoman’s creativity and the timeless influence of Hello Kitty will result in a line of products that will reach different segments throughout the year. To begin this very successful partnership, a line of beauty and skincare products, which reflects the essence of both celebrities, was announced by Cia Beauty. Bringing Sabrina’s expertise in the world of fashion and beauty, as well as creativity, and the global popularity of Hello Kitty, the collection has just hit the shelves with a unique and irresistible proposal.
With 14 cruelty-free products, the line includes Facial Foam, Serum, Moisturizer, Lip Glitter, Facial Mask and Lip Balm in Macaron format, which were specially chosen by Sabrina herself, who chose to participate in the entire creative process of the collection. According to the presenter, the items were inspired by her own care and beauty routine, thinking especially about the daily lives of young people and adults.
My inspiration in developing the collection alongside the Hello Kitty team came from a very special place. My desire was to bring something that reflected not only my passion for fashion and beauty, but also that had a connection with my culture, after all, she is one of the most emblematic Japanese characters in the world. All products are part of my daily life and were carefully thought out to offer a unique care experience without losing glamour, while also bringing every touch of cuteness to the character I love so much, says Sabrina Sato.
In minimalist packaging with colors that reflect the fashionable and modern characteristics of the two personalities, the products are now available in pharmacies and drugstores, with prices starting at R$27.90. According to Adriana Miyaschiro, director of Cia Beauty, the launch is just the beginning of the collection that will gain more products throughout the year, such as body items, with differences such as textures and shine, as well as nail kits.
Monica Joseph, commercial and marketing manager at Sanrio in Brazil, explains that the co-branding has been structured and planned for almost a year so that all products convey the entire essence of their protagonists.
Our aim is for consumers to perceive, through the packaging, that the items have synergy with the Hello Kitty universe and Sabrina Sato’s personality. They are two brands with a strong connection and we believe they will be a sales success, said Monica.
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