ESTRATÉGIA
Could Magic Retouch prove its versatility across generations? We needed to tackle grey roots for Gen X and thinning spots for Gen Z, reaching each audience through tailored profiles, all while demonstrating a flawless fix in just 3 seconds. The goal was to turn a simple product benefit into a compelling story that felt real, relatable, and instantly credible.
We broke the mold by pairing Gen X icon Vicky Martín Berrocal with Gen Z’s Marina Riverss. In a staged “paparazzi reveal” at Fashion Week, we exposed their real hair insecurities, roots and bald spots, to showcase the product’s dual purpose. This authentic approach turned a high-pressure event into a live product demo.
A disruptive campaign that validated Magic Retouch as the go-to for all ages. By using ad-hoc profiles to fix real flaws in 3 seconds, we built instant credibility and drove cross-generational reach.
SAMY 2025
© DEFESA DOS CONSUMIDORES PARA RECLAMAÇÕES
SAMY 2025 © DEFESA DOS CONSUMIDORES PARA RECLAMAÇÕES
