Carnival OGX 2020
Fields: Ecommerce, Innovation
A brand that does not have aesthetic patchess or segment hair types, but that will need to explore ways to communicate the benefits of its ingredients clearly, taking advantage of a date that has everything to do with its DNA and products: Carnival.
How to activate OGX at Carnival 2020, continuing with the empowerment generated last year through the #Meucabelonão campaign, but evolving the concept to invite women to live the best of Carnival
Through the “Meu Cabelo de Carnaval” concept, we connected hairstyles and products to help them compose the hairstyle of the carnival look for each type of Brazilian hair.
We built a communication totally directed to conversion, covering touchpoints throughout the consideration and purchase journey. With that, we brought clear information about the benefits of products without losing the energy and feeling that only our Carnival has. With 4 combos of products designed for 4 different types of hairstyles, we reinforce the idea and importance of taking care of hair before, during and after the date.