The hair straightening is not the main product of the brand and, compared to its shampoos and dyes, there are few competitors with similar products, making the competition less aggressive. Therefore, this was the first time Hair Straightening was publicised. The campaign lent visibility to a product that was previously unheard of to many consumers. The repercussion after the campaign, raised the demand from retailers and brought about a total increase of almost 4% over the same period last year.

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.

Niely Cosmetics offers an extensive line of products. But all its space in the traditional media is occupied its main products (shampoo and dyes), facing a larger and more aggressive competition. In order make the product known, we needed to depart from the conventional approach so as to impact the hair straightening product consumers.