Strategy
BRIEF
Toty, Sofía Vergara and Cantabria Labs’ beauty brand, arrived to the Spanish market after consolidating in the United States with an innovative proposal. The challenge was to build a new territory that would authentically connect with a different audience. It was a matter of introducing the brand in a saturated and competitive environment, and for this it was essential to develop a discourse adapted to the local reality, that went beyond aesthetics and generated an emotional and real link with its audience.
IDEA
Through the claim “Defend your beauty” we bet on a brand territory that appeals to both physical care and personal empowerment. This claim is articulated in two directions: to defend one’s own beauty against social impositions, external judgments and unattainable standards, and also against agents that damage the skin, such as the sun, wind or environmental stress. An idea that connects with the values of authenticity, diversity and self-care, and makes Toty a brand that not only beautifies, but also protects and celebrates every form of beauty.
Toty, la marca de Sofía Vergara y Cantabria Labs, confía en Grupoidex para construir su nuevo territorio.
Defiende tu belleza
El reto:
Tras su éxito en el mercado estadounidense, la marca se enfrentaba al desafío de conquistar al público español con un discurso adaptado a su realidad y sensibilidad cultural.
La estrategia:
Irrumpir en un mercado exigente y repleto de grandes competidores requería algo más que una buena imagen: necesitábamos una verdad poderosa, valiente y capaz de conectar de forma auténtica con su público.
El territorio:
Así nació Defiende tu belleza:
Un territorio con doble filo:
· Defiende tu belleza del juicio externo, los estándares irreales y la presión de encajar.
· Defiende tu belleza de los agentes que dañan tu piel: el viento, el sol o el estrés ambiental.
Una afirmación que nos recuerda algo fundamental:
Cada belleza es única.
Y, en Toty, vamos a defenderlas todas.