Nazca Cosmetics noticed, through its consumers’ behavior, a strong movement toward acceptance and pride of their curly hair. The perception about this feminine empowerment raised questions about beauty stereotypes, those produced by the society. As a segment potential and the demand growth for specific products, the brand started segmenting the category with the deserved exclusivity: used its expertise for this kind of hair and created a line of finishing cosmetics specialized in curls.
Our challenge was to developed this whole line and connect the visual language to the women against the pre-stablished beauty standards. We observed the direct involvement from the brand with trendsetters and personalities, responsible for the endorsement of this self-confidence attitude. Starting from this scenario, we gathered the target codes and considered the main products’ attributes to propose an iconic communication, light and modern, with both emotional and functional benefits.
The new line was called “I choose curls”, as the end of the straight hair dictatorship. Packages and graphic elements were thought to impact and have immediate recognition by the consumers at the POS. In order to facilitate, we created a customized table to identify the different kinds of curls and the most indicated version for each one. Happy and vibrant colors transmit this positive spirit from the target and reveal the desire for exclusivity in each detail. Handwritten types and typographic elements bring proximity and a friendly insight for the layout.