PROJECT
My Red
CUSTOMER
Natura
SCOPE
Immersion and Multidimensional Research, Insights & Trends, Positioning, Visual Identity, Brand Design, Product and Packaging, Tone of Voice, Communication Strategy and Production, Digital Design, Sound and Motion, Playbook.
How can we deliver strong commercial results by valuing and amplifying what already exists, sustaining relevance, desirability and consistency over time?
Una Meu Vermelho (My Red) began as a recurring campaign within Natura’s make-up portfolio, in a category driven by constant renewal and product launch cycles.
The challenge was to sustain interest, engagement and campaign performance over time, building continuity without giving up the sense of newness in each edition.
This called for a system capable of balancing consistency and renewal—strengthening campaign recognition while retaining its ability to surprise.
Context
Turning a recurring campaign into a high-performing brand movement.
Turning a recurring campaign into a high-performing brand movement.
The project structured Una Meu Vermelho as a flexible, precise platform capable of sustaining recognition while evolving with each new edition.
We developed a distinctive visual and narrative language, with make-up as the story’s protagonist and the expressive qualities of the products brought to the fore, ensuring consistency and high impact. Each edition was developed within this system, balancing continuity and renewal to keep the campaign relevant over time.
Inobi Approach
Consistency
and renewal
Balancing consistency and newnessUna Meu Vermelho operates through a system that connects brand, product and communication.
Consistency in the language strengthens campaign recognition, while controlled renewal keeps each edition dynamic, relevant and desirable. This approach sustains performance over time, increasing the impact of each new activation.
System in Practice
Outcome
The first edition sold more than one million lipsticks in just two weeks.
Subsequent editions continued to build on this performance, achieving record results and making Una Meu Vermelho Natura’s highest-grossing commercial activation in 2023.
Una Meu Vermelho establishes a model in which consistency, clarity and precision drive brand strength and commercial performance in equal measure.
Credits
This case brings together different stages of the project, developed over several years. The credits below represent the professionals who contributed to its evolution during this period.
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Creative Directors: Filomena Padron, Raphael Patapovas
Project Management: Victor Godinho
Art Direction: Philip Walsh, Raphael Patapovas
Created by: Ana Miranda, Julia Rennhard, Patrick Kohout
Strategy: Eduardo Weinhardt
Story and Content: Silvio Fudissaku
Art Buyer: Paula Dias
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Executive Production: Aboé, Thinkers
Photography: Bruna Castenheira, Caroline Lima, Vivi Bacco
Product Photography: João Ávila
Beauty: Jake Falchi
Styling: Leandro Porto
Set Design: Mario Mantovanni
Video: Felipe Terra, Rikko Oliveira
Visual Effects(VFX): Malcolm Oakley
Image Processing: Dr. Raw, Helder Bragatel
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Natura Team: Livia Mansor, Maria Isabella Tavares, Mayara Brito, Melina Balassanian, Patricia Campos