Graduation is a unique moment, with striking symbols, such as the use of a cap and gown. But, for black people, the traditional use of a hat may not be that simple. Despite the increase in black students at universities, 400% more in the last 17 years, according to the Teaching, Research and Extension Center of the University of Brasília (UnB), the mortarboard still does not meet the hair diversity of the Brazilian population, creating discomfort and non-inclusive actions, such as non-voluntary straightening of hair, tying a hat with tiaras, gluing the accessory to the head or even giving up using the item.
If we have Brazilians with straight, wavy, frizzy and curly hair, why only one model of graduation hat? With that in mind, the Fillsbeauty brand from Boticário Grouppromotes the ‘#RespeitaMeuCapelo’ movement that proposes the redesign of the accessory, with versions to meet and highlight the Brazilian diversity and beauty of the various styles, curvatures and types of hair, generating a more inclusive experience during graduation.
In partnership with Dendezeiro, made up of Hisan Silva and Pedro Batalha, CEOs and creative directors of the Bahian agender brand and specialist in the plurality of bodies, four versions of mortarboards were produced. The first is for dreadlocked or braided hair, has a rigid front structure and is malleable through a scarf for tying; the second is to be worn with long buns, turbans or high hairstyles, and has a circular opening at the top; the third caters to voluminous, frizzy or curly hair, and contains combs to fix it; and the fourth fits any hair or hairstyle, with a loop structure in the opening for fixing.
“Vult is a brand made for Brazilian women and that highlights the pride, ascension and empowerment of women. Furthermore, the company has diversity in its DNA and is a reference when it comes to democratizing access to trends in the beauty market. This proximity to real consumers allows us to build a project like this, which contributes to repairing a historical debt, gives new meaning to an iconic moment in this movement and generates reflection and legacy for society”, says Marcela De Masi, executive director of Branding and Communication of the Boticário Group.
The action is integrated into Grupo Boticário’s Diversity strategy, which has initiatives aimed at developing increasingly inclusive products.
“We believe that inclusion truly happens when there is co-development with our consumers. This is the key for our products and diversity actions to meet the different needs of diverse people and promote a more inclusive and empowering beauty experience”, highlights Rony Santos, Sr. Manager. of Diversity and Inclusion of the Boticário Group.
Reflection, legacy and news
The strategy developed by GUT for Vult debuted last Tuesday (9). The initiative has a mini-documentary, with the participation of Professor Dr. Joana Angélica, the first black dean of a university in Brazil, and with former university students recreating their graduation photos as they should have happened, with mortarboards that suit the diversity of hair of Brazilians.
One of them is Jacqueline Siqueira de Souza, 36 years old, born in the outskirts of São Paulo and graduated in 2010. At her first graduation, she used gel to hold her hair up and at the second, she braided it with roots, but she doesn’t like the photos of it. time, as he was unable to value his black roots as he would have liked.
Ana Caroline dos Santos, 30 years old, is the daughter of a single mother who works as a day laborer and has three sisters. Graduated in Biomedicine in 2015, she was the first in her family to complete Higher Education and is now an embryologist responsible for a human reproduction laboratory.
Also the first graduate in her family, Letícia Veríssimo de Freitas, 26 years old, graduated in Fashion Design, works as a producer, sees her achievement as a great victory and believes that many people live the same dreams linked to graduation.
Gabriela Abade de Melo Santos, 17 years old, resident of Vargem Grande Paulista (SP), speaks four languages and makes education her greatest strength in making her dreams come true. About to graduate as a Business Administration Technician, she says she doesn’t know how the cap will fit on her crown, and sees in the movement a possibility that she would like to see at every graduation.
“As black people, we also experience this lack of inclusion at the time of our graduations. We started with a simple and powerful idea to bring this reflection to Vult, a brand that recognizes the importance of ensuring that all women can celebrate their achievements without giving up their identity”, comment Gabi Barreira and Igor Hermes, creatives at GUT São Paulo responsible for the action.
To further support the diversity and plurality of Brazilian hair, Vult will soon launch a new line of products, with more than 50 items that cover all hair types. The novelty is aligned with Vult’s DNA, its commitment to the empowerment of Brazilian women and its objective of making them proud of themselves. Check out the mini-documentary.
Furthermore, the brand continues its mission of promoting the inclusion and equity of Brazilian women through the ‘220 Vults’ program, offering training to beauty professionals in socially vulnerable communities, inspiring, strengthening and highlighting their careers throughout Brazil.
The scope of the ‘#RespeitaMeuCapelo’ campaign also draws attention to the lack of cultural inclusion in society, even in the educational sphere, an environment that should lead the agenda of reflection and change for a country that is more aware and prepared for its diversity.
The partnership between Vult and Dendezeiro estimates producing 1000 units for graduations planned in the second semester at the institutions Zumbi dos Palmares and Universidade Federal do Sul da Bahia. As part of this legacy, the designs of the new mortarboards will also be made available to all universities that want to reproduce the models through the landing page project page.
“Dendezeiro developed the hoods thinking about keeping up with the current reality of Brazilian universities, which are increasingly diverse, from skin tone to hair textures. We understand that talking about the victory of not only entering, but also completing a higher education course, needs to have a multiple dialogue. Therefore, we chose hood models that allowed different possibilities of use, to include more and more people”, highlight Hisan Silva and Pedro Batalha, CEOs and creative directors of Dendezeiro.
The movement also features a digital activation that allows students to share the hashtag (#) of the action by marking the profiles of the universities where they study.
“This is an important, necessary and powerful change at one of the most important moments of our lives. It is a pride to be close to a movement like this, which allows us to celebrate our achievements, without giving up our identity”, concludes Milena Cruz, Account Supervisor heading the project at GUT São Paulo.
Datasheet
Agency: GUT São Paulo
Advertiser: O Boticário
Product: Vult
Titles: Respect My Capelo
Duration: 1:30
Territory: Brazil
CCO: Bruno Brux
ECD: Murilo Melo, Tiago Abreu and Pedro Araújo
Creative Directors: Juliana Utsch e Sofia Calvit
Creatives: Gabriela Barreira, Igor Hermes, Marcelo Carvalho, Matheus Sanches, Daniel Achucarro
CEO: Valéria Barone
Head of Account: Alessandra Visintainer
Group Account Director: Dolores De Pauli
Account Manager: Andrio Foppa
Account Supervisor: Milena Cruz
Head of Strategy: Gisele Bambace
Strategy Manager: Gabriela Miranda, Alfredo Cardin
Strategy Supervisor: Mariana Sena
Head of Creative Content: Nathalia Capistrano
Content Director: Taynnan Almeida
Content Strategy Manager: Roberta Balbino
Content Strategist: Emylin Couto
Creative Data: Gilberto Canuto
PR Director: Barbara Lima
PR Team: Renato Rogenski (CDN), Jéssica Oliveira (CDN) and Giovanna Pereira (CDN)
Head of Media & Data: Douglas Silveira and Nathalia Oliveira
Media Director: Tatiana Murakami
Operations Director: Claudia Nakahara
Project Manager: Francine Aoki
Head of Production: Monica Siqueira
Production Manager: Milaine Almeida, João Luz
Producer: Yris Franco, Catia Nucci
Production Secretary: Lia Satiro
Producer:
Production Company: WolfWolf
Managing Director: Leo Sassini
Executive Producer: João Luz
Creative Director: Jay Sassinip
Client Services: Mariana Moncavo
Operations: Manoel Fraga Neto
Director: Tom Valentim
Assistant Director: Bianca “Suburbia” Pereira
Director of Photography: Caio Nigro
Production Manager: Camila Justino
Art Director: Luisa Burmann
Prop Master: Jessica Pauline
Art Assistant: Thereza Menezes
Stylist: Jessica Kelly
Casting: Bruna Palma
90″ Editor: Lucas Cainã
Editor 3′: Tiago Ferracini
Editor Reels: Michel Morais
Assistant Editor: Victor Gaffo
Motion: Felipe Bezerra
Color Correction: Psycho n’ Look
Audio Producer: CarbonoSoundLab
Music Producer: Zé Godoy
Sound Design: Ze Godoy/ Felipe Sabino/ Pélico
Production Coordination: Lupa Mabuze
Service: Robie Palmari, Ju D’Alcantara
3d and Animation: Yellow Mello
Post Production Director: Thiago Gon
CGI Director: Flavio Novi
Studio Bot
Still Photographer: Luciano Meirelles
Making Of: Thiago Sampaio
Design and Production Capelos:
Oil palm
CEOs and Creative Directors: Hisan Silva and Pedro Batalha
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