Ana Furtado mostra os dois tipos de beleza, antes e depois da maquiagem, em campanha que anuncia nova linha Make B. Retinol H+ do Boticário
Unindo maquiagem e tratamento, lançamentos têm fórmula exclusiva com diversos benefícios para os cuidados com a pele. Em filme, a apresentadora mostra sua pele antes e depois da aplicação dos produtos
Para dar luz ao lançamento da linha Make B. Retinol H+, o Boticário traz a apresentadora Ana Furtado falando de beleza natural com os efeitos positivos de tratamento do produto antes e depois da aplicação. Em filme, idealizado pela AlmapBBDO, a apresentadora aparece no estúdio fazendo sua maquiagem com a linha Retinol H+, de Make B., mostrando sua pele com o efeito e cobertura da base, que é a primeira no mundo a unir o duplo retinol ao FPS 80. Indo além das propagandas de maquiagem das linhas comuns, o vídeo mostra também Ana retirando os produtos e mostrando sua pele natural e saudável, já que a renovação celular e a produção de colágeno duplicada são alguns dos benefícios. Com isso, o Boticário tem o objetivo de mostrar a beleza que continua na pele mesmo após a retirada da maquiagem. Assista aqui.
A marca também fez dois spin-offs no programa “É De Casa”, apresentado por Ana Furtado, no dia 14. A apresentadora falou sobre os produtos que tem usado em sua pele, que garantem cobertura média e hidratação, além dos ativos em sua composição, que previnem o envelhecimento e tratam a face. Para ajudá-la a contar um pouco mais sobre esses benefícios, o programa contou com a participação de Gustavo Dieamant, Diretor de Pesquisa e Desenvolvimento do Grupo Boticário, que explicou ao público sobre a tecnologia da linha e seus efeitos. Uma semana depois, no dia 21, quando Ana completou 15 dias do uso dos itens de Make B. Retinol H+, a apresentadora mostrou os primeiros resultados no seu rosto, demonstrando como os produtos tratam enquanto maquiam a pele.
“Eu conheci esse lançamento em primeira mão para gravar a campanha e achei tudo superinovador! Uma maquiagem que trata, cuida da nossa pele e ainda duplica a produção de colágeno; eu nunca imaginei que isso existisse, achei incrível. Estou usando há um tempo e já sinto a diferença, é possível perceber a pele linda de maquiagem e também depois de retirá-la, fiquei mesmo impressionada.” comenta Ana Furtado.
“Make B. é nossa marca de maquiagem mais inovadora, com itens que contam com tecnologia em sua composição e desenvolvimento e entregam alta performance. Depois de termos lançado a linha Hyaluronic, com a primeira base do mundo com FPS 70 e ácido hialurônico vetorizado, inovamos novamente com a primeira base do mundo que traz duplo retinol, ácido hialurônico vetorizado e FPS 80”, explica Bruna Nunes, Gerente da Categoria. “Estamos sempre atentos às necessidades do nosso consumidor e às tendências do mercado, para que possamos entregar os melhores ativos em nossos produtos”, complementa.
Além de Ana Furtado, um squad de especialistas, beauty experts e creators de beleza e maquiagem complementam a campanha com conteúdos de ensinamento, inspiração e tutoriais. A atriz e F-Hits Lucy Ramos, a especialista em beleza Jana Rosa, idealizadora do Bonita de Pele, e a expert em pele negra e fundadora da Damata Make-Up, Daniele Damata, são algumas das personalidades que trazem suas resenhas sobre os produtos de Make B. Retinol H+. Idealizada pela agência Hands, a ação traz ainda Mariana Sampaio, Brigitte Calegari, Vânia Goy, as Fhits Helena Lunardelli e Ca Priante, que estão testando os produtos e contando sobre as suas experiências com a linha.
A linha Make B. Retinol H+ é composta por base, flash iluminador e corretivo, batom líquido e balm. A Base Retinol H+ está disponível em 14 tons e 1 invisível, e oferece proteção contra UVA+++ e luz azul, além de FPS 80. O produto compõe a nova geração de bases de Make B., com tecnologia avançada, proteção e cobertura que garantem uma pele renovada, com aparência natural. Com ela, a renovação celular é acelerada, a produção do colágeno é duplicada e a pele torna-se mais firme e radiante com apenas 15 dias de uso*.
*Resultados obtidos por meio de testes de eficácia percebida.
Ficha Técnica – Make B. Retinol H+
Anunciante: O Boticário
Agência: AlmapBBDO
Título: Antes e depois
Produto: Make B. Retinol H+
CCO: Luiz Sanches
Diretor-executivo de Criação: Marcelo Nogueira
Direção de Criação: Antonia Zobaran
Criação: Ana Blanes e Ana Clé
Produção Audiovisual: Vera Jacinto, Diego Villas Bôas, Leonardo Damasceno
Atendimento: Camilla Massari, Daniela Teixeira, Rodrigo Lemos
Planejamento: Rita Almeida, Tais Santos, Aline Pereira
Mídia: Suellen Kiss, Thiago Gonzales, Giulia Sena, Ana Santos, Bianca Lopes
Produção Digital: Lilian Cavalini, Otávio Muniz.
Art Buyer: Tereza Setti
Produtor Gráfico: José Roberto Bezerra
Produtora de Imagem: Paranoid
Produção Executiva: Marcel Weckx, Gabi Hahn e Luis Armesto
Atendimento: Marcel Weckx e Arthur Gomes
Direção: Paulo Vainer
Direção de fotografia: Paulo Vainer
Montador: Kaue Kabrera
Coordenação de Pós: Bel Wallis
Pós-produção: Clan VFX
Finalizadores: Luis Bicudo, Cris Caffaro e Driano Torres
Produtora de Áudio: RAW Audio
Produção Musical: Fernando Forni, Ricardo Pinda e Rogerinho Pereira
Direção Musical: Hilton Raw
Sound Design e Mixagem: Enrico Maccio e Philip Braunstein
Atendimento: Carol Peternelli
Coordenação: Robério Barbosa
Aprovação: Alexandre Bouza, Renata Gomide, Cathyelle Schroeder
Sobre O Boticário
O Boticário é uma empresa brasileira de cosméticos, unidade de negócios do Grupo Boticário. A marca de beleza mais amada e preferida dos brasileiros* foi inaugurada em 1977, em Curitiba (Paraná), e tem hoje a maior rede franqueada de cosméticos do país; com mais de 3.700 pontos de venda, em 1.750 cidades brasileiras, e mais de 900 franqueados. Presente em 15 países, há mais de 40 anos desenvolve produtos com tecnologia, qualidade e sofisticação – seu portfólio tem mais de 850 itens de perfumaria, maquiagem e cuidados pessoais. Eleita a marca mais lembrada em Diversidade e Inclusão** e comprometida com a beleza das pessoas e do planeta, o Boticário não realiza testes em animais e investe na melhoria contínua de produtos e processos, para torná-los cada vez mais sustentáveis.
#foconafonte : Juliana Salvador (Just Press)
*Fonte: Kantar, divisão Worldpanel, LinkQ On-line, campo realizado durante o mês de dezembro de 2020. Total no Brasil: 3.079 lares.
**Fonte: Oldiversity. Grupo Croma, novembro de 2017.
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