A sexist song. Not only this. One of the most famous Samba songs of all times. Writen by Martinho da Vila – one of the greatest Brazilian samba performers of all times. A sexist song redeemd. It was a man singing about his philandering. Now a song about a woman who is many. It was the father. Now it is his daughter singing. She can be every woman if chooses to. Her voice redeems her father's song. A song she never really liked anyway.

It all started with a videoclip, where Maira Freitas - Martinho’s daughter - recorded a brand new version of MULHERES / WOMEN, followed by a series of makeup tutorials - the first ones created on vertical mode in Brazil - representing every one of the many women sung in the song. Following that, we created a strong content strategy that gave every chance women needed to be ans express themselves, reaching people on our website – with desktop and mobile versions, social media (facebook, twitter, instagram, youtube, pinterest), media display pieces, mobile ads, PR and media buzz.

It all started with a videoclip, where Maira Freitas - Martinho’s daughter - recorded a brand new version of MULHERES / WOMEN, followed by a series of makeup tutorials - the first ones created on vertical mode in Brazil - representing every one of the many women sung in the song. Following that, we created a strong content strategy that gave every chance women needed to be ans express themselves, reaching people on our website – with desktop and mobile versions, social media (facebook, twitter, instagram, youtube, pinterest), media display pieces, mobile ads, PR and media buzz.

To position Natura Makeup as an enabler for women to be whoever they want to be. To wear our make up and discover new personas, new stories or the real you.

Samba, the Brazilian rhythm. An essencial part of the Brazilian culture. Samba. Percussion, lyrics and… sexism? MULHERES by Martinho da Vila. A classic from the 90’s. A misogynistic, sexist, womanizer classic. But would it play today? What if we could sing that same song changing a few words, making it mean something completely different? What if the man singing it became a woman? And even stronger: what if she was the daughter, singing her father's hit song from a totally different angle?