For such, we had to gain an audience, become gossip, be a task assignment on programs, women’s magazines, social media and mainly a topic of conversation among women. And, for this to work, it had to happen spontaneously, in a natural and true manner.

Our solution was to dye the hair of Brazil’s most famous blond, the TV host Xuxa, who had never changed her hair color before. This transformation was reported to the public through a press conference packed with secrecy and mystery, in the format of an advance screening.

Internet, blogs and fanpages paid tribute. Major news portals posted the news on their home page. The behind the scenes video had more than 10 million views.

And the success did not stop there.

Women’s magazines put the brunette Xuxa on their covers. The leading TV channel in Brazil invited Xuxa to participate in its live audience programs.

The subject became an obligatory topic in conversations among women.

And more: sales of the hair color used in the transformation increased 180% and the rest of the portfolio, 36%.

Thus, Koleston became news again, changing the minds (and heads) of Brazilian women.