Natura
my red

Turning a recurring campaign into a high-performing brand movement

Multidimension Immersion & Research, Insights & Trends, Positioning, Graphics and Identity, Brand, Product and Packaging Design, Tone of Voice, Communication Strategy & Production, Digital Design, Sound and motion, Playbook.

How can we…

generate strong commercial results without new product launches, while sustaining relevance and consistency over time?

Context

My Red was created as a recurring campaign within Natura’s portfolio, operating in a context driven by constant novelty and product cycles.

The challenge was to maintain interest, engagement and performance over time, building continuity while responding to evolving expectations. This required a structure capable of combining consistency and variation within each new edition.

A system designed to evolve.

Our Approach

The project establishes My Red as a flexible and precise system, designed to sustain recognition while allowing evolution across editions.

We defined a clear visual and narrative language, anchored in makeup artistry and strong product expression, ensuring coherence and impact.

Each edition is developed within this system, balancing continuity and renewal to maintain relevance.

Consistency and variation.

Performance as structure

My Red operates through a structure that connects brand, product and communication.

The consistency of its language strengthens recognition, while controlled variation keeps the campaign dynamic and engaging.

This approach allows performance to be sustained and amplified over time.

Outcome

The first edition sold over one million lipsticks in two weeks.

Subsequent editions continued to grow, reaching record-breaking results and becoming the highest revenue-generating commercial activation in Natura’s history in 2023.

My Red establishes a model where consistency, clarity and precision drive both brand strength and commercial performance.

Project Credits

  • Cliente Natura

    Atendimento Victor Godinho

    Direção Criativa Luciano Colucci

    Design Gráfico: Luciano Colucci e Raphael Patapovas

    Redação: Simone Az

  • produção executiva paula dias e thinkers management

    fotografia de casting vivi bacco

    beauty jake falchi

    retouching helder bragatel

    fotografia de produto joão avila

    efeitos visuais malcolm oakley

    retouching doctor raw

    filme vivi bacco

  • thiago astolfi