Cannes Lions

BEAUTY PRODUCTS

MEDIA 8 DIGITAL MARKETING, Miami / UNILEVER / 2008

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The Pasa la Belleza campaign was created to target Hispanic women 18-34 in the USA as an overarching umbrella campaign for Unilever's beauty brands. The goal was to communicate key brand messages and product attributes through an interactive experience that connected with Latinas, in their culture and language. Through research we identified that Latinas highly value beauty recommendations from friends and family as the primary influencer in purchase decision for personal care products. In PLB(Spread the beauty) different groups of Latin Women represent the lifestyle of each brand, sharing beauty secrets and tips. The user becomes part of this experience by using the beauty console which allows them to send the girls their own beauty recommendations and gauge their reaction in video. Also 2 renowned stylists act as spokespersons for each brand in video tips as well as blogs. The site also allows visitors to upload their own videos

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