Convince Brazilian women that Koleston gives them beautiful salon-quality hair-color results at home.
In Brazil, hair is one of the most important aspects of a woman’s beauty and beautifully colored hair contributes to her self-esteem. Many color their hair at home, once per month or more. But thanks to rising incomes, many Brazilian women love to get their hair colored at the salon, but also top up their color at home in between salon visits.
At the end of 2014, a strong economic downturn cast a shadow over consumer confidence levels, and this has impacted on Brazilian women’s hair coloring habits. Beautiful hair color has become part of their persona to the outside world - something that they desire to maintain. So many are now doing it themselves more often, but they feel it’s not as pleasant as going to the salon, and the process can be complicated and messy. Coloring at home seems like a downgrade from their previous coloring at a salon.
Koleston was one of the first big home hair-color brands in Brazil, but as new brands have entered the market, creating buzz and excitement, many women have “forgotten” about the famous Koleston brand. Koleston is a true hair-color expert, with shades that deliver intense color and great results at home. It is also easy to use and cares for hair without damaging it.
Today, we need your creativity to get Brazilian women to remember the Koleston brand and show them that coloring at home is not a downgrade, as they can get the same salon-quality results with Koleston.
With a beautiful and eye-catching visual, show that Koleston makes women look and feel beautiful thanks to its intense, salon-quality hair-color results.
These women come from all socio-economic income groups. The typical hair-color journey looks like this:
- Women in their mid 20s: to enhance their beauty
- Women in their early 30s: to start covering up grey hair
- Women in their 40s: to continue covering up grey hair; it has become an obligation, yet one they care much about
Help make Brazilian women feel good and worry-free about coloring their hair at home with Koleston, giving them beautiful, salon-quality color, each and every time they color their hair.
Creatively illustrate your visual, with a short description that explains your idea!
Example of a good idea: We see a visual of a woman in front of her front door. She’s just left her home with beautifully coloured hair. She’s smiling and she has her finger to her lips as if to say “shhhh, it’s a secret.” The idea here is that she gets salon-quality hair color at home and no one would ever know the difference.
Example of a bad idea: A bad example might be a visual that highlights a beautiful woman with beautiful hair color & a pack shot.
- #1 獎金 € 1,500
- #2 獎金 € 1,000
- #3 獎金 € 500
1 page including 1 visual and 1 paragraph of text (PDF).
The winning entries will show Koleston as the true expert in hair-color that delivers beautiful salon-quality results at home, allowing women to be worry-free and giving them the confidence to be their best selves.
- Your idea has to clearly show that Koleston delivers amazing salon-quality results at home.
- Avoid clichés, such as a visual that shows the effect of the product working from within the cross section of a strand of hair.
- Please submit entries in English or Portuguese.
- You can download the logo and pack shot here.
- 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容)，請在你的媒體描述說明中註明，不管你所使用到的音樂和/或圖片是否為自己創作，請提供授權連結證明你有這些內容的使用權利。