To raise women’s self-esteem and help them explore their beauty is one of the main promises of the Koleston brand. With this objective we created for them something that no other brand has ever offered: The possibility to look beautiful in and ID snapshot. In front of a central document agency in the city of São Paulo, we created the Koleston Space, a mix of beauty parlor and photographic studio. There, after going through a session of beauty, women were photographed by a professional and then could immediately use their new snapshot to get a new ID.

Initially we created in front of a central document agency in the city of São Paulo, the Koleston Space, a mix of beauty parlor and photographic studio. The action started in the International Women’s Day. After going through a session of beauty, women were photographed by a professional. The picture was ready immediately and could be used to get a new ID.Were there specific tools or tactics?We used marketing email to communicate the action and a TV program to announce its launch.Did the campaign run according to the original plan or was it adapted at any stage?The action not only run according to plan, but also surpassed our expectations in terms of achievement, as in terms of quantity of participants as well as in impact.

Since it’s an institutional action, without the focus on increasing sales, the main result was to raise brand awareness and manage to reinforce with the consumer how much Koleston is committed in making women feel beautiful and confident.The event was featured on numerous tv stations, news, magazines, blogs and websites.