101 Beauties

Client: Natura Agency: Salve Tribal (DDB Group) Project: Every year between March and July Natura launches an integrated campaign to push the sales of 3 different makeup products working with multiple channels. It’s known as the “I Love Makeup Movement”. Traditionally, they would have one brand ambassador - always a beauty influencer - in an umbrella campaign consisted of one main film and a series of short videos to generate content. The main film would follow a simple story, like the previous year, in which the ambassador had friends over to her house to discuss the new Natura products. Then, she would shoot 3 to 5 tutorials using those makeup products. But we felt that this sort of campaign was outdated and didn’t represent the plurality of Brazilian women that Natura embraces. Also, based in previous years results, the client wanted to push for a more tutorial-based campaign instead of a web series. So we went full tutorial and full diversity. We came up with the “101 beauties” concept. 101 as a metaphor of diversity. 101 representing women’s diversity. 101 to show the diversity of Natura products. Instead of having the usual one campaign ambassador, we had 101 different ambassadors. Together with them we developed 101 different tutorials to promote the Natura products and relevant themes for the Brazilian woman.