The document discusses the growth of nude makeup styles and the development of a new makeup line by Natura aimed at women aged 35-45 in Brazil and Mexico. It explores consumer insights, makeup habits, and self-expression through makeup, highlighting cultural differences between Mexican and Brazilian women. Key findings reveal that confidence and self-acceptance are crucial in beauty perceptions, with a growing market for quality, effective products that cater to aging skin.

1. N A T U
R A
N E U
T R A L
MAY,
LA MAISON LIFESTYLE
ATELIER

2. BACKGROUND
“Look Naturally” is becoming more massive today. Many cosmetic brands express it in different
ways: naked style, nude, beige... At the end of the day, it’s about soft, pretty shades that never go
out of style because they are easy to wear and look good on almost everyone. Natura believes
that all women are beautiful. And women have a lot more important things to do than worry
about their makeup. So the company put together a collection of fool-proof shades, that flatter
every skin type and created some simple “looks” and how-to videos to bring out your best, every
day.

3. OBJECTIVES
Identify compelling and unique insights
to develop concepts for this new
makeup line
Define a winning concept co-created with
consumers for both countries
Understand the meaning of “nude makeup”
for the make up category in both Mexico
and Brazil

4. WHAT WE DID
- P H A S E 1 - Consumer & expert s underst anding
Deep interviews with women 35-45 yo in Brazil (SP) and Mexico (DF) in order to understand their
relationship with make up, behaviour, the meaning of “nude”, occasions, alternative brands, pros
& cons, and identify the opportunity for Natura.
1 Personal/makeup stylist
1 “nude makeup” style consumer
1 “Barbie makeup” style consumer
1 “no makeup” style consumer
1 Personal/makeup stylist
1 “nude makeup” style consumer
1 “Barbie makeup” style consumer
I N T E R V I E W S

5. WHAT WE DID
- P H A S E 2 - - C o n c e p t d e v e l o p m e n t
With the input from consumers we’ll help to refine the most powerful concept to be tested with
consumers in Qual.
- P H A S E 3 - - F o c u s g r o u p v a l i d a t i o n
Understanding the “nude” makeup context in both countries (habits, meanings, products usage,
etc) and understanding of 2 draft concepts in order to understand its relevance and uniqueness.
FGs: 10 being 6 in Brazil (SP) and 4 in Mexico (DF)
- P H A S E 3 - - C o n c e p t r e f i n e m e n t
After all the groups we’ll refine or develop new concepts to be tested in a further quantitative
phase.
xxx

6. WHOM WE INTERVIEWED
Everyday Style,
Regina Capuano
Occasional
make up consumer,
Carolina Pio Fraccaro
Makeupartist,DouglasGuerra
Barbie Style,
Sonia Vieira

7. WHOM WE INTERVIEWED
Everyday Style, Melinda Santillan
Makeupartist,AnaGutierrezdeVelasco
Barbie Style, Tatiana Sada

8. FOCUS GROUPS: DESIGN
Age
- B R A Z I L - - M E X I C O -
SEL City
35-45yo A1 SPFG1
35-45yo A1 SPFG2
35-45yo A2B1 SPFG3
35-45yo A2B1 SPFG4
35-45yo C1 SPFG5
35-45yo C1 SPFG6
Age SEL City
35-45yo A1 DFFG1
35-45yo A1 DFFG2
35-45yo C1 DFFG3
35-45yo C1 DFFG4

9. KEY
LEARNING

10. BEAUTY
& MAKEUP

11. BEAUTY:
FEEL GOOD, LOOK GOOD
At 35 plus, consumers acknowledge that beauty comes from within, as well from whatever you
may help. There are two dimensions to beauty: the internal and the external that feed each other.

12. BEAUTY:
FEEL GOOD, LOOK GOOD
The good thing about ageing is confidence. Women feel better at their own skin, they acknowledge
that they get to know themselves better, their flaws, their XXXX.
They want to be beautiful, but a real beauty. They don’t believe in rigid patterns, strict standards
and impossible ideals. They want to be the best they can.

13. There are some perceived differences between Brazilians and Mexicans:
Mexican women seem to be less confident than Brazilians. Despite the fact that they feel great,
when they look great, Mexicans need reassurance of others. Men are an important factor in this
beauty equation.
In Brazil, women seem to be a bit more confident. Felling and looking good has an external factor
but is also something they do for themselves.
SOME DIFFERENCES PERCEIVED
IN THE COUNTRIES

14. MAKE UP: SELF EXPRESSION
Makeup is an essential element in the beauty routine. It’s not about transformation, but self
expression. It’s feminine, it’s a moment with herself, it’s playful. No women, even the more
“practical ones” claim to be losing time when they make up. It’s a rather enjoyable process.
Consumers can easily differentiate the “everyday” makeup and the “special/night” make up.
In the groups, we mostly discussed the “everyday” makeup.

15. A FUNCTIONAL AND EMOTIONAL
SPACE IN WOMEN’S LIVES
Makeup has two main roles:
- F U N C T I O N A L -
enhance and disguise
- E M O T I O N A L -
allow them to feel at their best

16. ENHANCE AND DISGUISE ARE
FUNCTIONAL ATTRIBUTES TO MAKEUP
- W H A T D O C O N S U M E R S E N H A N C E ? -
One physical characteristic liked by them (size of cheeks, color of eyes, shape of nose)
Makeup is a way to highlight, amplify one nice facial element (and many times, cast shadow on
another “not so good one”)
xxx
xxx
- W H A T D O C O N S U M E R S D I S G U I S E / H I D E ? -
Mainly the signs of time (ageing and eye circles, mainly) and other facial marks (due to pimples,
skin issues) that are not liked.
Makeup is a way to disguise symptoms of fatigue and ageing, as well as a part of a care.
xxx
xxx

17. SELF EXPRESSION IS ABOUT
“FEELING AT YOUR BEST”
Feel good on your own skin (self acceptance)
Feel self cared
Feel ready to everything
Feel healthier
Feel younger
xxx
xxx
xxx
xxx
xxx
Emotionally, make up is an element that help women to feel at their best. Not only by the end result, but
within the process itself. “Felling at your best” means different things:

18. BEAUTY & MAKEUP
EVOLVES WITH AGE
At 30, most of them claim to have a “click moment”. Times passes by and this is clear in their skin. The skin needs more care and the
proper makeup to have the same effect. They claim to change the way they buy makeup:
Now, they have bigger discretionary income and are willing to pay for better products in order to achieve better results.
They search for specific products that better suit their skin type and needs.
They prefer quality products that won’t do bad to the skin and last longer.
At 40, women start to think or care about the aging process. The objective is to detain time, stop the effects of time in their skin. This
leads to another shift in products consumption:
More effective and powerful treatment and care
Makeup that not only see good, but do good (have more than a superficial effect on skin)
Consumers can easily differentiate their own perceptions and values related to beauty and makeup,
according to their life stages. There are two key moments in consumers’ aging cycle:

19. BEAUTY & MAKEUP
EVOLVES WITH AGE
U P T O 2 0 Y O T E E N S
3 0 T O 4 0 Y O
( T H E I R M O M E N T ) 4 5 + Y O
Beauty = feeling attractive to
others
Beauty construction: from
outside to within
Makeup = self confidence
Beauty = feeling good in your
own skin
Beauty construction: from
inside to outside
Makeup = self expression
Beauty = feeling healthy and
alive
Beauty construction: from
inside to outside
Makeup = self careon: from ins

20. MAKEUP IS MORE
DEMOCRATIC
Both in Brazil and Mexico, women in their 35+ claim that the world of makeup has dramatically
changed. Whereas in their “younger ages”, the quantity of brands, quality of brands and
information about makeup were less accessible, today there are hundreds of options in the
market. Consumers can have more information about makeup, know more products, afford more
brands.
In Brazil, this is due to the economic overture, that allowed all the international brands to enter the
country in the 80s/90s. In Mexico, it seems that the makeup information was democratized by
consultants in department stores.

21. AND MAKEUP INSPIRATION
COMES FROM EVERYWHERE
They learn with their kids (who are teens) at home
They look for trends in blogs
They follow makeup tutorials for teens (that are easy to learn)
They search for trends in magazines that are for younger generations
They talk with their friends about products, categories and brands
xxx
xxx
xxx
xxx
xxx
Most of the woman claim to have learned to makeup with their moms and grannies at home. But there is
one interesting trend: today, consumers in Brazil and Mexico claim to learn a lot from the younger
generations. This is done in different ways:

22. For consumers in both countries, a world without makeup is bland, boring, black & white, common,
squared, rough, less interesting…
One aspect that stands out, more strongly in Mexico than in Brazil, is that “a world without makeup
is a world without female competition”. Using makeup, being beautiful and cared is a differential
that sets up the Mexican world in two. They seem to be less confident and the makeup becomes a
fundamental tool for distinction and differentiation. On the other hands, Brazilian being more
confident, makeup is a tool for beautifying but not so secretive. They share more with other
women, they deal better with competition.
A WORLD WITHOUT
MAKE UP

23. MAKEUP
DECISION
TREE

24. HOW DO CONSUMERS
BUY MAKEUP?
F O U N D A T I O N
- F A C E -
P O U D E R C O N C E A L E R M A S C A R A
- E Y E S -
E Y E L I N E R E Y E S H A D O W
- L I P S -
G L O W L I P S T I C K
Texture
Feeling
Brand quality is provided via
technology & expertise
Format of application
Using
Brand quality is given by its
innovative formats
Color & Long Tasting
Seeing
Brand quality is in its colour
palette quantity

25. HOW DO CONSUMERS
BUY MAKEUP?
F O U N D A T I O N
- F A C E -
P O U D E R C O N C E A L E R M A S C A R A
- E Y E S -
E Y E L I N E R E Y E S H A D O W
- L I P S -
G L O W L I P S T I C K
Texture
Feeling
Brand quality is provided via
technology & expertise
Format of application
Using
Brand quality is given by its
innovative formats
Color & Long Tasting
Seeing
Brand quality is in its colour
palette quantity
C O N S U M E R S A T T I T U D E
T O B R A N D S :
L O Y A L B E H A V I O U R
C O N S U M E R S A T T I T U D E
T O B R A N D S :
L O Y A L B E H A V I O U R

26. HOW DO CONSUMERS
BUY MAKEUP?
F O U N D A T I O N
- F A C E -
P O U D E R C O N C E A L E R M A S C A R A
- E Y E S -
E Y E L I N E R E Y E S H A D O W
- L I P S -
G L O W L I P S T I C K
Texture
Feeling
Brand quality is provided via
technology & expertise
Format of application
Using
Brand quality is given by its
innovative formats
Color & Long Tasting
Seeing
Brand quality is in its colour
palette quantity
M O R E P L A N N E D M O R E I M P U L S I V E

27. BEAUTY
CLUSTERS

28. We provided consumers a couple of brands and did free association exercises, in which they had
to group and cluster brands according to their own criteria.
Independent of SEL and country, the criteria was based on some premises:
Price, quality, status – from the chic to the massive to the popular/cheap (derogatory)
Point of sale – from own shops to drugstores/supermarkets to catalogs
Makeup Style – from chic to everyday to cheesy styles
BEAUTY CLUSTERS
xxx
xxx
xxx

29. BRANDS BRAZIL

30. BRANDS MEXICO

31. MAC has more awareness in Brazil than in Mexico.
In the “national/catalog” universe, Natura, Avon and Boticario
seem to be comparable in consumers’ minds, although Boticario
is top of mind whenever they think about makeup.
Make B from Boticario and Quem Disse Berenice seem to stand
out in consumers’ awareness.
Unknown brands are the more niched ones, such as Bobbi
Brown and Estee Lauder (specially Bobbi Brown, even in high
income consumers).
Mary Kay is currently very aspiration and strong in lower SELs in
Brazil.
KEY DIFFERENCES
BETWEEN COUNTRIES
Natura is considered to be superior to other catalog brands.
Not only because it is imported, but mainly because it is
considered to be “natural” and this is trendy in Mexico.
Natura sometimes is compared to The Body Shop.
In Mexico, all the “unknown brands” were the local ones.
Bobbi Brown is known in Mexico, but there is no clear
distinction.

32. C L A S S I C S T Y L E
T R E N D Y S T Y L E
F A S T F A S H I O N S T Y L E
S T R E E T F A S H I O N S T Y L E
C O P Y C A T S T Y L E
H A U T E C O N T U R E
S T Y L E
BEAUTY CLUSTERS
& LOOKS

33. HAUTE COUTURE
STYLE
Brands with provenance/origins
Halo effect from fashion industry
Drive technology and innovation
Expertise
Selected distribution
Badging/status
Excellent quality
Expensive price
Consultants (specially in Mexico,
through department store)
Lancome
Chanel
Dior
Clinique
Sephora
Bobbi Brown (Mexico)
Guerlain (Mexico)
Clarins (Mexico)
Yves Saint Laurent
(Mexico)
Helena Rubinstein
(Mexico)
Estée Lauder (Mexico)
Pupa (Mexico)
- B R A N D - - D E F I N I T I O N -
- -
c · 1

34. HAUTE COUTURE
STYLE
Skin seems flawless and with a good texture
Extra effort and difficult either in eye makeup (special design,
eyebrow design, eyeliner)
A bit of shimmer, golden tones and glitter

35. CLASSIC
STYLE
International brands
Classic, consolidated, “no mistakes”
brands
Cosmetics expertise (makeup
oriented)
Innovation (new news all the time)
Spread distribution (supermarkets and
drugstores)
Good quality
Accessible price
Maybelline
L’ Oreal
Revlon
Mary Kay (in Brazil)
Max Factor (Mexico)
Cover Girl (Mexico)
Pond’s (Mexico)
- B R A N D - - D E F I N I T I O N -
- -
c · 2

36. Only for SEL C: classic makeup, hairstyle, combining
colours (ear rings, nails and lips) and marriage style
xxx
Skin seems flawless and with a good texture
Classic hairstyles, safe styles
Vibrant colours, textured colours in mouth Lipsticks that call
attention, without being “cheap”
CLASSIC
STYLE
xxx

37. TRENDY
STYLE
International brand
Style over makeup (sell a lifestyle, a
catwalk makeup)
Innovation based on styles (colours as
protagonists)
Brand experience (playful shopping,
product trials, etc)
Good quality
Extensive lines (for all skin types, for all
colours, etc)
Consultants, makeup artists
M.A.C.
- B R A N D - - D E F I N I T I O N -
- -
c · 3

38. TRENDY
STYLE
Focus on colour combinations that are rare, difficult to match, yet
matched to perfection
Younger looks
All elements show off, yet in a good way (trendy, modern)

39. FAST FASHION
STYLE
Affordable versions of M.A.C.
Style over makeup (sell a lifestyle or
many lifestyles)
Innovation based on styles (colours
as protagonists)
Brand experience (playful shopping,
product trials, etc)
Good quality
Extensive lines (for all skin types, for
all colours, etc)
Consultants, makeup artists
Quem Disse Berenice
(Brazil)
Make B. (Brazil)
Contém 1g (Brazil)
Renova (Mexico)
Asepxia (Mexico)
.
- B R A N D - - D E F I N I T I O N -
- -
c · 4

40. FAST FASHION
STYLE
Focus on colour combinations that are rare, difficult to match, yet
matched to perfection
Younger looks
All elements show off, yet in a good way (trendy, modern)

41. STREET FASHION
STYLE
“Local’” brands
Value for money
Good quality, good price
Easy to find
Convenient
Mostly catalog
Gifting power
Kits
Avon
Avon Color Trend
Natura
Natura Una
Natura Aquarela
Natura Faces
Boticário
Eudora
Oriflame (Mexico)
Mary K (Mexico)
Jafra (Mexico)
CyZone (Mexico)
L’Bel (Mexico)
Fuller (Mexico)
- B R A N D - - D E F I N I T I O N -
- -
c · 4
#
In Mexico, Natura is a Street Fashion plus
brand. It’s considered better than local
Mexican or LatAm catalog brands, due to
“natural” positioning.
#
None of the sub brands (from Boticário,
Natura and Avon) have a clear discriminator
or awareness with consumers. They are
considered all the same.

42. STREET FASHION
STYLE
Skin is not the focus
Lighter makeup tones, everyday, specially pinks
A bit “boring”, a bit too pale
More natural looks
Only for Brazil: black skin cuing for Local brands

43. COPY CAT
STYLE
“Local’” brands
Cheap
Bad quality
Too bad to show or even know
Jequiti (Brazil)
Racco (Brazil)
Intense (Brazil)
Bobby Brown (Brazil)
Nirvana Evevil
(Mexico)
IM Natural (Mexico)
By Apple Cosmetics
(Mexico)
Verónica Conti
(Mexico)
Bissú (Mexico)
Adara Paris (Mexico)
Julia Sánchez
Cosmetics (Mexico)
- B R A N D - - D E F I N I T I O N -
- -
c · 4

44. COPY CAT
STYLE
Nothing special, just big mouths
Colours do not call attention
Flowers and other elements in the background that
are “cheesy” or “ugly”

45. NATURA´S PERCEPTION
Natura is a brand linked to the catalog universe.
There is a general perception that the brand evolved during the last years and today has better
products, better quality and a variety of options in the makeup universe.
There is few awareness of the sub-brands. Few consumers can even describe or diferentiate the
sub-brands. And those who know the brands define them by price positioning.
Natura is also a catalog brand, but considered to be “new” among the cataalog ones.
Whereas Avon is a classic one, Natura is “more modern” and “new”.
Its stronghold is skin care (specifically moisturizers) and makeup is not spontaneously mentioned
or well known.
Nature has an imaginary of “natural brand” (“naturista”) due to the naming, Brazilian/Amazon
ingredients, sensorials of Nature.

46. MAKE UP
STYLES

47. MAKE UP STYLES ACCORDING
TO CONSUMERS
- NO MAKE UP AT ALL - - NATURAL / BASIC / NUDE -
Some expressions: “Washed out,
sick face, yellow face, grey, low
spirited, not cared”
- CHIC / PARTY / SPECIAL - - EXAGGERATED / OVER THE TOP -
Some expressions: “Basic,
everyday makeup, simple style,
not showing off, discrete,
healthy makeup, up face”
Some expressions: “Chic style,
complete look, focus on eyes,
magazine style, one focus only
makeup (eyes or mouth standing
out)”
Some expressions: doesn’t
differentiate day and night,
everyday and special occasion,
too strong, too much makeup,
too many focal points, strong and
artificial”
#In Mexico, this would be
considered a “no feminine style”.

48. NATURAL / BASIC / NUDE

49. CHIC / PARTY / SPECIAL

50. EXAGGERATED / OVER THE TOP

51. MAKEUP STYLES

52. WHAT IS
TO BE “NUDE”
To be “nude” is to look “natural”, but a
natural that shows care and attention. It’s
not just having a shower and going out
with a washed face. It’s about a makeup
that does not show makeup. A makeup
that is basic, discrete, simple, natural,
uncomplicated.

55. THE “NUDE” STYLE
The most important part in the “nude” makeup is the face, followed by mouth and then eyes.
The “nude style” requires almost all categories of products.
The difference is not given by number of products used, but by the amount of makeup applied and
the choice of colours – less products applied per area and more “earthy” natural colors.
It doesn’t mean however that the colours are “neutral” or “pale”. They need to be vibrant, but
accordingly to consumers skin tone.
“Natural makeup is wise as Nature: we come with all the colours that fit us perfectly”,
consumer Brazil.
xxx
xxx
xxx
xxx

56. THE “NUDE” PALETTE

57. THE “NUDE” RITUAL
The average “nude look” is composed by:
Foundation or powder to “enhance” skin imperfection,
cover up puffy and circle eyes and “unify” tone
Lipstick or gloss in more “earthy” and natural colours, such as terracota, browns and beige,
to enliven the mouth.
Mascara or eye pencil to “open” up the eyes and give a healthier, less tired look
In Mexico: more usage of eye shadows than in Brazil and usage of eye pencil
in the eyebrows to make them look stronger and “open” up their eyes.
xxx
xxx
xxx

58. CONCEPTS

59. CONCEPTS EVALUATION
During the groups we went through 2 different
concepts with consumers, evaluating it as a whole
and then part by part.
Consumers helped us to co-create the concepts.

60. CONCEPT 3

61. ORIGINAL CONCEPT 3
A gente acredita que existem dois tipos de maquiagem. A maquiagem dos dias de festa, que você
combina com seu melhor vestido e fica linda. E aquela que é a do dia a dia. Que pode até não
parecer, mas faz uma super diferença. Deixa sua pele mais iluminada, sua expressão mais leve e
você naturalmente mais bonita.
Foi essa a maquiagem que criamos.
São bases, corretivos e pós que ajudam a iluminar, clarear e igualar todos os tipos de pele.
Sombras e batons em tons naturais que realçam a pele de loiras, morenas, ruivas, negras e
asiáticas.
E um conteúdo exclusivo com vídeos e passo-a-passo que ajuda a fazer looks de um jeito simples
e descomplicado.
É uma maquiagem para você fazer em casa e usar todos os dias.
Ajuda você a ficar de bem com você mesma. Porque só assim você fica mais bonita.

62. EVALUATION:
Understanding: Confusing concept. Consumers were not sure as the concept establishes there are
two types of makeup and then talks about one specific type of makeup. Many consumers end with
a sensation that there are two product lines being launched.
Engagement: The concept is engaging as it is about makeup. Not for the concept itself. It does not
bring any novelty to make consumers want to try it.
Concept structure: Too long and wordy. There is a problem of laddering: the insight is not clean
enough, concept talks about two types of makeup, there is no clarity of the differential of the line
(it is a makeup line that???). The tone is a bit patronizing.
New news: There is no new news. The product line is not differential from current ones.
Fit with Natura: The concept is generic and lack uniqueness. It could be Natura or Dove or any
other brand.
Pay off: generic. It does not talk about makeup.

63. THE PREFERRED ELEMENTS
ON THE CONCEPTA gente acredita que existem dois tipos de maquiagem. A maquiagem dos dias de festa, que você
combina com seu melhor vestido e fica linda. E aquela que é a do dia a dia. Que pode até não
parecer, mas faz uma super diferença. Deixa sua pele mais iluminada, sua expressão mais leve e
você naturalmente mais bonita.
Foi essa a maquiagem que criamos.
São bases, corretivos e pós que ajudam a iluminar, clarear e igualar todos os tipos de pele.
Sombras e batons em tons naturais que realçam a pele de loiras, morenas, ruivas, negras e
asiáticas.
E um conteúdo exclusivo com vídeos e passo-a-passo que ajuda a fazer looks de um jeito simples
e descomplicado.
É uma maquiagem para você fazer em casa e usar todos os dias.
Ajuda você a ficar de bem com você mesma. Porque só assim você fica mais bonita.

64. CONCEPT BIT BY BIT
- O N E M A K E U P L I N E F O R D A Y A N D N I G H T ? T W O M A K E U P L I N E S -
- T H I S A L R E A D Y E X I S T S , W H A T I S N A T U R A C R E A T I N G -
- A L L S K I N T Y P E S = “ L O I R A S , M O R E N A S , E T C … ” -
- N O T S I M P L E , B U T U N C O M P L I C A T E D & B E A U T I F U L -
- “ M A K E U P Y O U D O A T H O M E ” S O U N D S W E I R D -
- P A T R O N I Z I N G : S E E M S L I K E Y O U L O O K B E A U T I F U L O N L Y I F Y O U U S E T H I S M A K E U P -
-

65. CONCEPT 5

66. ORIGINAL CONCEPT 5:
A gente acredita que toda mulher é bonita. E que toda mulher tem muito mais o que fazer
do que ficar pensando em maquiagem.
A gente sabe também que toda mulher quer estar bem e parecer bem, sempre. Não importa
o que esteja fazendo.
Então a gente criou uma linha de maquiagem que cuida do essencial para o dia a dia: que é a
pele. São bases, corretivos e pós com difusores óticos e ativos de tratamento que ajudam a
manter todos os tipos de pele bem cuidados, iluminados e sem manchas.
Além disso, a linha tem também sombras, blushes e batons em tons naturais que combinam com
loiras, morenas, ruivas, negras e asiáticas. Também criamos conteúdo exclusivo com vídeos e
passo-a-passo de como criar looks simples e bonitos.
É uma linha de maquiagem para todos os dias de todas as mulheres. Para elas ficarem ainda mais
bonitas do que já são. Naturalmente.

67. EVALUATION
Understanding: Confusing concept. The Insight is not true (women like to think about makeup, they
enjoy the process of making up). Makeup is not about practicity and rationality. It doesn’t mean
that consumers do not want products and makeup that is uncomplicated. And if it is about
practicity are the products easy to use, like a 3-in-1?
Engagement: Although the insight puts down the concept, the focus of attention is in the “skin care”.
A makeup with skin care engages them.
Concept structure: Too long and wordy. There is a problem of insight, RTB needs to be rethought
(technology is important, but needs to be clarified). The tone is patronizing and cold, distant.
New news: the skin as protagonist and technology. Consumers like the idea of skin care and
mention Asepxia and Clinique once they understand it.
Fit with Natura: “Natural colours” and “naturally” are essential to build this link with the brand. RTB
needs to be technological (skin care) but also “natural” to make this fit more clear.
Pay off: “enhance your beauty naturally” is very aspirational.
xxx
xxx
xxx
xxx
xxx
xxx

68. THE PREFERRED ELEMENTS
ON THE CONCEPT
A gente acredita que toda mulher é bonita. E que toda mulher tem muito mais o que fazer do que ficar pensando em maquiagem.
A gente sabe também que toda mulher quer estar bem e parecer bem, sempre. Não importa o que esteja fazendo.
Então a gente criou uma linha de maquiagem que cuida do essencial para o dia a dia: que é a pele. São bases, corretivos e pós com
difusores óticos e ativos de tratamento que ajudam a manter todos os tipos de pele bem cuidados, iluminados e sem manchas.
Além disso, a linha tem também sombras, blushes e batons em tons naturais que combinam com loiras, morenas, ruivas, negras e
asiáticas. Também criamos conteúdo exclusivo com vídeos e passo-a-passo de como criar looks simples e bonitos.
É uma linha de maquiagem para todos os dias de todas as mulheres. Para elas ficarem ainda mais bonitas do que já são. Naturalmente.

69. CONCEPT BIT BY BIT
- I N S I G H T I S N O T T R U E -
- I S I T A S E C O N D I N S I G H T ? N E W I N F O R M A T I O N ? -
- F O C U S O N S K I N T R E A T M E N T A N D G I V E R T B S M O R E S P E C I F I C . C O N S U M E R S T H I N K M A I N L Y
A B O U T S O L A R P R O T E C T I O N , A N D A N T I - A G I N G C O N T R O L ( S P O T S , F R E C K L E S , W R I N K L E S ) -
-
- R E S T O F L I N E I S A L S O A B O U T C A R E ? H O W ? C O N S U M E R S I M A G I N E P R O D U C T S T H A T Y O U C A N
S L E E P W I T H , T H A T D O N ’ T M A K E Y O U R S K I N O L D E R … -
- N A T U R A L L Y I S I N T E R E S T I N G F O R L I N K I N G W I T H N A T U R A
A N D F O R T H E E F F E C T I T B R I N G S I N T O S K I N -

70. SOME DIFFERENCES
BETWEEN SELS
For SEL As, reasons to believe are a must. The more “generic” concept of makeup is not appealing
enough. For lower socioeconomic levels, both in Mexico and Brazil, this discriminator is not
necessarily a must.
Also different is the relationship with a tutorial or step-by-step explanation of makeup. Whereas
lower SELs love the idea of learn to makeup, tricks and new possibilities, higher income women
(specially in Mexico) tend to see this as something not necessary. They already know how to make up.
xxx
xxx

71. SOME DIFFERENCES BETWEEN
BRAZIL AND MEXICO
In Mexico, the concept with skin care tends to be preferred in all groups and to all SELs. This is due to
the fact that the climate is quite dry, Mexico City is very polluted and women feel the need to clean
and take care of their skin more often than anywhere else.
Mexicans questioned a lot the wording of the concepts. They are more rational and straightforward
and less lenient with the wording.
xxx
xxx

72. THE
OPPORTUNITIES

73. THE TERRITORY:
NUDE MAKEUP
The territory is very strong and promising. It’s fertile,
it’s relevant in consumers’ minds, it’s trendy
in both countries - even in Mexico where consumers
culturally tend to makeup much more and strongly.

74. THE INSIGHT:
NUDE MAKEUP
Insight should be focused on being at your

75. THE KEY BENEFIT:
NUDE MAKEUP
The key benefit is to enhance your skin (a makeup that not only you see, but also you feel in the skin).
This can be done in 2 different ways:
xxx xxx
Skin care makeup that
enhances the best of you
Skin treatment makeup that
disguises and enhances the
best of you

76. WHAT ARE THE DIFFERENT
APPROACHES?Skin care makeup that
enhances the best of you
Skin treatment makeup that disguises
and enhances the best of you
Range or brand?
Range of products within a brand It’s a new brand or comes up from a brand with skin
treatment credentials (ie: Chronos)
Essence It’s born out of makeups It’s born out of skin care
What is it? Makeup that by the way takes care of your skin Skin care range that also makes you up
Ritual
It’s part of a ritual of care: light, everyday, uncomplicated,
well-being
It’s part of a ritual of treatment -> dermatological, deep care,
uncomplicated, preventive
Reason to Believe
(RTB)
It’s part of a ritual of care: light, everyday,
uncomplicated, well-being
It’s part of a ritual of treatment -> dermatological, deep care,
uncomplicated, preventive
Differentials Practicity, facility, tools that help in usage Technology and skin care
Results Natural look, naturally more beautiful everyday Natural look, naturally more beautiful everyday

77. WHAT ARE THE DIFFERENT
APPROACHES?
Skin treatment makeup that disguises
and enhances the best of you.

78. WHAT ARE THE DIFFERENT
APPROACHES?
Skin care makeup that enhances the best of you.