L'Officiel Beauty Salon is a well-known hairdresser in São Paulo - Brazil. Its target audience are women that, besides work, are always concerned about their looks. Our goal was to show that L'Officiel has as much expertise in the field of make-up as they do in hairdressing. Not to mention the over-promising effect. People don't believe in cosmetic advertisement - including beauty salon ads.

Make-up is a fragile thing. It can be ruined easily, by emotions, stress and lots of other factors. So, our statement was: "Getting your make-up on is not as easy as getting it off". The illustration arts bring blurred make-up that ends up writing a reason that can destroy a woman's make-up. And since the ad was literally made with make-up, we showed L'Officiel's expertise in make-up in a practical way. And that the salon can be a solution to our target with this kind of problem.

During the period of the project, the number of clients requesting make-up increased by 650% in all L'Officiel salons and their client database increased by 5 times.