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.Through a marketing email sent to the base, we invited women to join the action. One day before the event we announced it in a nationwide TV network in one of the most popular programmes on Brazilian TV. On the outside of the space we communicated the event with banners and promoters.In the first week alone we had the participation of over 2000 women. It stimulated women to get new IDs. It got highlights in dozens of Internet websites. It was news in journalistic and variety media, receiving a whole piece in some of them. Finally it was commented by thousands of people on Twitter.

In the first week alone we had the participation of over 2000 women. It got highlights in dozens of websites. It was news in journalistic and variety media and commented on Twitter since it’s an innovative action and had never been performed in or even outside Brazil. Differences such as these allowed the action’s communication to have a broad impact. The initiative made it a remarkable experience for the consumer, reinforcing the brand.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.