STRATEGY
Knowing that the hair care category has low loyalty, it's crucial to occupy shelf space in consumers' minds, sharing it with the various other products used on their hair. With this in mind, Tododia aimed to broaden the impact of Natura's hair care products, democratizing them and making them accessible for daily use, as well as strengthening the association between the category and the brand.
The relationship between Tododia and daily care is already well-established, and consumers trust the brand's delivery of fragrance and hydration. Therefore, to embrace hair care, this was our starting point: the brand's expertise in daily care, which treats hair as part of the body, not a separate segment – it moves because our bodies move.
Since we're talking about daily care, the brand's intended use is for self-care, not for beauty salons or professional use; therefore, we understand that the representation of the hair strands reflects this naturalness, with well-cared-for hair that you can achieve on your own.
If the mission is to be a democratic brand, we need to simplify the language of the category, focusing on the sensory translation of this beautiful, soft, and fragrant hair, which we perceive through all our senses. Finally, to further facilitate navigation through the line, the colors become a reference, always associated with the benefits of hydration, nutrition, and repair, achieved with prebiotic technology combined with recognized active ingredients for each need.
CREATION
Based on strategic planning, we created the visual and verbal language for the new product category of the Natura Tododia brand. The creative challenge was to develop communication that connected with Tododia Body, a category that is extremely well-established for the brand, but was also unique to Tododia Hair.
As key elements, we incorporated the colors of the clusters, which make the key visuals cheerful without being overly dramatic. They appear monochromatically when applying products of the same fragrance, and polychromatically when applying products of different fragrances. Additionally, some analogous colors are applied in a diffused way, creating a light and iridescent effect in the key visuals. Another element was the waves, which represent movement and the fluidity of the hair.
The different textures help to express the product's performance and awaken desire through their ultra-sensory appeal. The arrangement of the products harmonizes with the colors, waves, and textures, creating a composition with elements full of meaning while maintaining visual clarity.
The casting translates into photos and videos the joy, well-being, and movement of well-cared-for hair, and that of a woman who is happy and feeling beautiful. We created a mix of studio and contextualized photos to convey the performance of the products and also the storytelling of their use on each hair type.
The language aims to simplify daily care for different hair types and women's routines. The goal is to create a connection and aspiration, helping women discover the product lines and what is perfect for their needs.
