{"id":15298,"date":"2023-06-05T14:21:31","date_gmt":"2023-06-05T14:21:31","guid":{"rendered":"https:\/\/mc.sonae.pt\/?p=15298"},"modified":"2023-10-12T14:26:05","modified_gmt":"2023-10-12T14:26:05","slug":"na-pele-de-quem-segue-in-the-skin-of-those-who-follow-mylabel-presents-new-campaign-and-positioning","status":"publish","type":"post","link":"https:\/\/mc.sonae.pt\/en\/mc-sonae\/na-pele-de-quem-segue-in-the-skin-of-those-who-follow-mylabel-presents-new-campaign-and-positioning\/","title":{"rendered":"\u2018NA PELE DE QUEM SEGUE\u2019 (\u2018IN THE SKIN OF THOSE WHO FOLLOW\u2019) | MYLABEL PRESENTS NEW CAMPAIGN AND POSITIONING"},"content":{"rendered":"\u2018Na Pele de Quem Segue\u2019 (\u2018In The Skin Of Those Who Follow\u2019) is the signature of the new campaign by MYLABEL, Continente\u2019s beauty brand, which seeks to represent the majority of customers and commits to learn from what is best done in the market. This campaign features presenter Diana Chaves as an influential figure, but, above all, it attributes the protagonism to the customers.\r\n\r\nIn this campaign, created and developed by \u2018Stream And Tough Guy\u2019, with production by \u2018Hand Creative\u2019, MYLABEL positions itself as a beauty brand with products for all types of customers and attentive to market trends, as only in this way can it create the most desired quality products, at affordable prices. More than the focus on the product, this campaign reverses the leading role of the usual protagonists of films in the world of Beauty, the public figures, attributing the main role to the followers, that is, the customers. MYLABEL is thus a beauty brand for everyone because it is able to put itself in the shoes of most of its customers.\r\n\r\nThe first film of the campaign shows a woman carrying out her beauty routine and watching, on her mobile phone, a video of influencer Diana Chaves who imitates her steps, using MYLABEL beauty products.\r\n\r\n\u201c<em>We chose presenter Diana Chaves to co-star in this new film as she represents the cycle of influence &#8211; a recognized figure, who is followed both on TV and on social media\u201d says Tiago Sim\u00f5es, Marketing Director at Continente. \u2018Na Pele de Quem Segue\u2019 is the brand\u2019s new expression, both figurative and literal, which takes on a communication tone that embodies the personality of a true follower. A brand should be authentic and true<\/em>,\u201d says the brand\u2019s manager. The campaign is featured on TV, digital and outdoor.\r\n\r\n\u201c<em>In this universe of Beauty it is common for us to follow trends, brands and people and it is by following them that we will understand who follows; only then will we truly be able to know what our consumers look for and like, thus being able to develop quality products at prices that the majority can afford,<\/em>\u201d explains Isabel Veiga, Director of MYLABEL.\r\n\r\nMYLABEL is Continente\u2019s beauty brand that provides the products that customers are looking for, in an accessible way and with a very wide range dedicated to face, hair, body, perfumes and products for men. Dedicated to launching new products and constantly improving its offer, whether it be the formula, fragrance or packaging, every detail is important to MYLABEL, which involves customers directly in this process of choosing or improving products. MYLABEL is a recognized brand on the market and through the launch of this campaign it seeks to assert its new positioning.\r\n\r\n&nbsp;\r\n\r\n<strong>DATASHEET \u2018Na Pele de Quem Segue\u2019 (\u2018In The Skin Of Those Who Follow\u2019)<\/strong>\r\n\r\n<strong>AGENCY &#8211; STREAM AND TOUGH GUY<\/strong>\r\n\r\nStrategy Director &#8211; Jo\u00e3o Ribeiro\r\n\r\nCreative Director &#8211; Miguel Dur\u00e3o\r\n\r\nArt Director &#8211; Lu\u00eds Ferreira Borges\r\n\r\nProject Management &#8211; Hugo Pacheco\r\n\r\nPlanner &#8211; Nicolas Grassi\r\n\r\n<strong>PRODUCTION COMPANY \u2013 HAND CREATIVE<\/strong>\r\n\r\nDirector &#8211; Gon\u00e7alo Morais Leit\u00e3o\r\n\r\nProducer &#8211; Sofia Rivas\r\n\r\nProduction and Direction Assistant &#8211; Francisco Coutinho\r\n\r\nProduction &#8211; Ruben Calamote\r\n\r\nDOP &#8211; Bruno Grilo\r\n\r\nFocus Puller &#8211; Filipe Pantana\r\n\r\nGaffer &#8211; Pedro Nair\r\n\r\nSound Technician &#8211; M\u00e1rio Lopes\r\n\r\nMake-up artist \/ hairdresser &#8211; Paula Carmo\r\n\r\nStylist &#8211; Silvia Dias\r\n\r\nArt director &#8211; Silvia Dias\r\n\r\nCatering Assistant &#8211; Fernanda Oliveira\r\n\r\nVideo and lighting equipment &#8211; Algures no Planisf\u00e9rio\r\n\r\nSecurity &#8211; Leiria\r\n\r\nVan hire &#8211; Olivauto\r\n\r\nPhotographer &#8211; Tiago Xavier\r\n\r\nPhoto Assistant\u00a0 &#8211; Jo\u00e3o Bartolomeu","protected":false},"excerpt":{"rendered":"\u2018Na Pele de Quem Segue\u2019 (\u2018In The Skin Of Those Who Follow\u2019) is the signature of the new campaign by [&hellip;]","protected":false},"author":19,"featured_media":14756,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[158,240,198,175],"tags":[],"class_list":["post-15298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-continente-en","category-mc-sonae","category-my-label-en","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - 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