STRATEGY

The strategic starting point was understanding the relationship of self-declared Black and mixed-race women with their skin, observing the social, emotional, and specific dermatological needs and how these different issues are addressed today. We understand that skincare is also a gesture that gains a new perspective: ceasing to be something that was previously done only for the gaze of others, and becoming a tool for reconnecting with and valuing their history and recognizing their own beauty. 

Because their needs are not fully met by the current body care market offerings, these women turn to products from different lines in a complementary way, mixing fragrances and active ingredients. Beyond effectiveness and products that fully meet their needs, they value the sensory experience in addition to functionality and enjoy a pleasant experience during their wellness moments. 

With this, we seek to highlight how the line deeply understands these needs and connects with what they desire for their routines, celebrating the multiple beauties of Black and Brown women. 

CREATION

For this very special project, focused on Black skin tones, we constructed a visual and verbal language glorifying and celebrating Black and Brown women in their diverse shades, bringing warm light and brightness to enhance them.  

The main elements are feminine curves and skin tone diversity, combined with the warmth and vibrancy of yellow. The background is inspired by feminine silhouettes, bodies together in harmony, further celebrating the diversity of skin tones and female collectivity. 

Through textures, we return to the curves of the background, exploring more complex compositions and highlighting the fact that we have developed unprecedented products and textures that excellently meet the needs of black and brown skin.  

In this casting, our focus is on the skin's radiance and glow, provided by the products in Natura Tododia's new line. The light reflects on the skin, allowing it to shine and glow to its full potential. 

The main motivation behind this line is to celebrate Black and Brown women in their diverse shades, focusing on their specific needs. The acting and styling serve as elements that translate this celebration, seeking to enhance the skin, its glow, and the beauty of the women represented. Beyond representing real bodies, we showcase a diversity of skin tones in our models, which includes two Natura employees.