In August 2005 Sedal relaunched the whole range in Latin America, with brand new packaging. It was a good moment to communicate the brand's philosophy and reinforce the emotional link the brand has with consumers.“Let life ruffle you up” is a cult of self confidence. It is a way of leading life knowing that hair is only a part of it and that to ruffle it up is also to enjoy it. Something that only a brand very confident of it's performance can propose.Under this concept, different comunication pieces were created, both in traditional media - TV, Print, Outdoor - as well as other actions in non traditional media. The combination of the different channels generated a campaign solid and consistent in it's proposal.

On September 14th 2005 we launched simultaneously in all television channels, the first four TV spots. On the next day we covered the streets with executions that also transmitted this philosophy. A few months after that, we launched the book. The first book in which women told stories on how life ruffles them up.

In Mexico, we co-produced with TV Azteca the TV Soap "Let life ruffle you up", with 13 chapters in prime time.In Brazil, the philosophy was reflected in a special music we developed together with a very succesful samba group. For the launch, we made three big shows in Salvador, Sao Paulo and Rio.