Men, better look after yourselves!
Male care line inspired by barbershops
For over 30 years in the market, Nazca Cosméticos is not only known for a wide portfolio of hair treatment and body care, but also for the agility with which it has been launching products and renewing its portfolio over the last years. And the best of all, it’s a case from a company that truly knows how to keep playful while doing that: Desmaia Fios® (Fainting Strands), Air Pocalipse® and Eu escolho cachos® (I choose curls) are just some of the products named after the innovative and quite chilled-out personality of the brand in mainstream and popular segments.
Already an expert in the personal care universe, at first female, the company decided to get into men’s category through the brand Origem – the project for which we once again were chosen to put up the concept for the entire line.
Already familiar with the essence of Origem brand, our job was to connect it to the men’s universe. Our research on the category revealed aspects about the current moment of men, each time more and more concerned with their beauty care. Thus, we went for the study of possible territories for the brand to engage in the category, and then revisited traditional codes of men products through a simple and impactful visual language – always aligned to the innovative and good-tempered personality, Nazca has been printing in the market, by means of an intense renewal of their portfolio over the last years.
Among the suggested concepts, the chosen one introduced the following insight: “I took a long time to keep my hair and beard the way I like them and I want to trust a product just as much as I trust my barber”.
Nazca Origem for men was developed to provide them care just the way they like and trust it.