We had to really be close, love-brand-close, building a true relationship bond. With a 1.5 million km2 map to cover, we needed something itinerant.

The answer was to implement the Close To You caravan: The real brand experience on wheels.

Through research, we found that trust was essential. In order to succeed we needed someone who they trust to be our ambassador, their hair stylists.

The brand exchange resistance was easily handled with samplings.Finally, a Buy-and-Win Promotion was essential to make them customers. To ensure proximity we hired local promoters in every city, obviously familiar with their own reality.

We have taken the brand for a tour around Brazil’s northeast, an area twice the size of France and with a population bigger than England.Wasn’t that big enough, we also increased 3 percentage points of volume share on a market that had proved to be indifferent by previous market efforts.And more:8% of sales increase.700.000 samples distributed.500 Points-of-Sales activated.280 hairdressers as Brand Ambassadors.Over 10 cities in 8 different states were visited Overall, it was definitely a true experience that has increased sales, changed the brand perception and the lives of thousands of women.