BEAUTY / UNILEVER / SEDAL, LATAM
Work
Sedal (Sunsilk)
MASSTIGE TRANSFORMATION FOR THE LATIN AMERICAN MARKET
THE CHALLENGE Sedal was a mass-market leader, but it needed to connect on a deeper, more emotional level with the Latin American woman, for whom hair is a core expression of her identity and confidence. The challenge was to elevate the brand to a "masstige" level, creating a luxurious and cohesive experience that felt premium and personal, justifying its role in her most important beauty ritual.
THE CREATIVE STRATEGY As Chief Creative Officer, I directed the strategic and creative overhaul of the Sedal brand for the Latin American market. My core strategy broke from category norms; while competitors focused on ingredients, we chose to champion the end result. I led the creative direction that prominently featured images of beautiful, luxurious hair, mirroring the consumer's view of her hair as her ultimate accessory. This new, cohesive visual system established a premium aesthetic and was applied across all consumer touchpoints.
THE RESULT This strategic overhaul transformed the brand's perception from a simple shampoo into an essential expression of identity, cementing its status and solidifying its dominance as one of the most valuable hair care brands in Latin America.
