Changing your hair colour can be immediately transformative. It can also be risky, especially if your face is familiar to millions. That’s why Xuxa Meneghel –– Brazil’s most famous blonde, singer, TV hostess and beauty icon took so long to make a decision about her dream: to become a brunette, just like her mother.

Then Xuxa was approached by Wella, Brazil’s market leader in hair colour. Wella had been seeking a way to set its hair color apart from lower-priced brands that were eroding market share. And working with Koleston, Wella had identified Xuxa as the perfect embodiment of its brand promise, transformation –– if only Xuxa would be willing to colour her hair. The team convinced Xuxa that she had finally found the brand she could trust to make her dream come true. The Xuxa Brunette campaign was born.

Brazil was riveted by Xuxa’s transformation into a brunette, as well as the story of how Wella had unlocked Xuxa’s long-held dream, with more than 850 articles published. And sales of Koleston - shade 30, dark brown, which was used by Xuxa Meneghel – jumped 24%.

Wella announced Xuxa Meneghel as its new brand ambassador on August 9th. By sending a note for the press and using Twitter, Facebook and other social media, the team then teased the media and Xuxa fans everywhere, revealing several of Xuxa’s dreams, including her dream of a different hair color.

The press only received confirmation that Xuxa was really dark-haired on August 20th. Xuxa showed off the new look for the first time on August 22nd, at a press conference. Just minutes after appearing as a brunette, Xuxa’s transformation was a trending topic on Twitter and discussed on homepages of major news and celebrity websites in Brazil and abroad (particularly in the United States and Latin America).

The team sustained the excitement with YouTube clips on the making of the transformation and the revelation of the change to Ms. Alda.

Within four months, outstanding results:

 Over 850 stories published in national and international (U.S. and Latin America) press;

 136 MM impacts via published articles and TV broadcasts;

 Over US$ 4.3MM in spontaneous media;

 90% of comments made by Netizens about the change on Wella channels or on Xuxa's social networks are positive or neutral;

 Digital record impacts: 150MM impacts in social media, 10.7MM views on YouTube;

 Twitter Trending Topic during 12 hours (Brazil and world);

 Wella's Facebook in Brazil has registered growth of 158%, gaining over 460M new fans in less than a day and reaching 535M fans in the 3 weeks after the press conference.

 Koleston grew 11% in volume during the P&G fiscal year (from July 2012 until November 2012);

 Koleston (shade 30, dark brown, used by Xuxa Meneghel) grew 24% compared to the quarter before the project begin.