A woman can be many, of all colours, styles, and loves. A campaign to celebrate every beauty, every women.

Eng. Live your beauty

Every year between March and July, Natura launches the ‘I Love Makeup Movement’ integrated campaign to showcase its new line products. Traditionally, featuring a brand ambassador in a series of films with a simple story and a few makeup tutorials. However, feedback from previous campaigns showed the audience was more interested in the makeup tutorials than the story. As a result, this year's briefing prioritised a tutorial-based approach over a web series.

Additionally, we felt the previous campaigns lacked diversity. Featuring only one brand ambassador did not represent the plurality of Brazilian women that Natura embraces. Therefore, in this year's campaign, we went full tutorial and full diversity.

From a womaniser song to a feminist song

As a celebration of the Brazilian woman, what better way than begin with music. We wanted to launch an empowering campaign, but also something more.

The campaign starts with the release of a music video by Maíra Freitas, daughter of the singer Martinho da Vila. The artist reimagines the 90's song 'Mulheres' (Women), a cultural hit by her father. In the singer's voice, the song gains a new meaning.

The original song's lyrics are dated and objectify women. It’s the story of a man boasting about the many women he had a relationship with in the past.

However, a few changes to the lyrics completely transformed the song's meaning. From 'I had all the women' to 'I am all the women', when sung by Maíra Freitas, it became a tribute to women. Now belonging to all of them.

Makeup doesn't cover. Uncover.

A series of makeup tutorials was released as a second stage of the campaign. Every woman portrayed in the video originated content on their and Natura's channels. Alongside more influencers from various backgrounds, not only beauty, they were this year's Natura ambassadors.

However, together with the products' use, we linked relevant themes to Brazilian women in each content. Turning the makeup tutorial into real and relevant discussions.

Eng. Makeup doesn't cover. Uncover.

Eng. Makeup doesn't cover. Uncover.

The campaign website served as the central hub for all content, including videos, a podcast and articles featuring relevant influencers, highlighting the launch of the year's new products.

The website continued to be live after the campaign based on Natura's audience research needs, becoming a continuous source of quality, collaborative, and inclusive beauty content information.

An empowerment catwalk - SPFW

The SPFW (Sao Paulo Fashion Week) is the Latin America's pre-eminent fashion event, and we literally brought the campaign to the catwalk.

As the end of the Women campaign, we wanted to make the brand part of the cultural narrative, with the audience living the digital experiences and enabling them to write their own story to inspire others.

The first day of SPFW, the song was presented on the catwalk by several singers hidden among the audience.

The Natura Debate was a daily event that brought together influencers who were part of the campaign, along with other participants, to discuss topics and themes that had been relevant in the past months.

The discussions were open to an online audience who could participate through Twitch, adding their own perspectives and questions to the conversation.

Eng. What is your beauty?'

An interactive mirror allowed the public to write messages using a special ‘lipstick’. The mirror displayed a question that had been frequently asked during the campaign: 'What is your beauty?'

Participants could write and upload their messages to their social media accounts and Natura's official channels.