The Boardwalk of Copacabana is one of the main Brazilian postcard sites. The idea was to change the national symbol, known for its wavy texture, into straight lines, showing that the effect on the sidewalk was exactly the same as the effect of the product on women with curly hair.

Hair Straightening is not the main product of the brand, and, as few competitors have similar products, posing little aggressive competition, this was the first publicity campaign for this product. The campaign offered visibility to a product that was previously unknown to many consumers, and the repercussions of this campaign, especially in social networks, have caused greater demand from retailers and an increase of almost 4% over the same period last year.