// DaBelle Hair Love

“Each curl tells a story. Each day a new discovery.”

To launch a new product line of DaBelle that was designed exclusively for curly haired women, the idea was to lean on an emotional connection. We used one of the biggest hit songs of the 1990’s in Brazil, a funk song called “Só Love” (Only Love), to reclaim the love of these women for their hair now that a specialized product line was launched. This way their relationship with their curls would be only love - just like the song says. 

The project included an integrated campaign with digital & social media content, TVC, and photography. As part of the development of the campaign, the team collaborated with an institute called “Indique uma Preta” (Indicate a Black Woman) that specializes in consultancy of the black community - making sure the creative output truly connected with the target audience.