Campaign details

Brand: Sedal
Lead Agency: Initiative
Region: LATAM



Sedal needed to appeal to younger women (from 13 to 35 years old) to maintain its market share, by engaging them with an innovative proposal and increasing brand love. They needed a way to speak to them in their own words, in their own world: the social networks.

Target Audience

Young women from 13 to 35 years old, focusing on Generation Z.

Gen-Z is the most connect generation in the world and Argentina is no exception. They are mobile native, co-create content and trust online influencers more than any other public figure.

Creative Strategy

Through the years, Sedal put forth its co-creations range, developed with world famous experts on hair care to solve specific problems. But why would a 14-year-old girl, who has never meet any of them, care at all?