The platform
Mahogany — Sinta essa Festa
A brand and content platform that transformed the world of parties into a strategic territory for Mahogany throughout the year, aligning store, product, direct sales, and e-commerce under the same sensory discourse.
Client
Mahogany
Role
Brand strategy and platform
Repositioning Mahogany through a territory that no one in the sector had fully occupied—parties—and translating this territory into a continuous conversation between brand, product, and consumer throughout 2018.
Challenge
Align four brand expressions—store, product, direct sales, and e-commerce—under a single positioning capable of sustaining campaign, content, and activation all year round, without relying on isolated seasonal peaks.
Approach
- 01
Competitive diagnosis of territories occupied by key beauty players and identification of the white space: parties as a platform, not an isolated execution.
- 02
Construction of the 'Sinta essa Festa' (Feel this Party) positioning—sensory like the brand's products, capable of awakening joy and positive feelings, and connecting preparation, celebration, and gifts under a single signature.
- 03
Definition of the Mahogany persona and tone of voice—upbeat, objective, close, and always current, colloquial and simple—to guide store, product, direct sales, and e-commerce without noise between channels.
- 04
Annual content architecture in pillars (beauty, fashion, decor, gift, product) and campaign cycles, ensuring conversation support throughout the year through umbrella parties that teach, inform, entertain, and inspire.
- 05
Activation with ambassadors and influencers, like Gabi Lopes, to translate the world of parties into relatable, aspirational content aligned with the brand's tone of voice.
Gallery
Deliverables
- 'Sinta essa Festa' brand platform and narrative territories
- Visual universe, tone of voice, and Mahogany persona guidelines
- Annual content plan in pillars and campaign cycles
- Defined roles for store, product, direct sales, and e-commerce within the same discourse
Context
Mapping the main beauty players in Brazil—L'Occitane, The Body Shop, O Boticário, Granado, and Natura—revealed five recurring territories: ingredients, culture, attitude, fashion, and decor. Parties did not appear as a platform in any of them, only in spot executions.
At the same time, parties proved to be a rich and transversal universe: they cross beauty, fashion, and decoration, and live in two tempos—the preparation (intimate, sensory, with oneself) and the party itself (sophisticated, glamorous, collective).
The target audience—women 25+ who love to host, follow fashion trends, and take care of themselves—recognizes these two moments: choosing the outfit, doing hair and makeup, putting on perfume, buying the gift, caring for the details, dancing, and having fun. That's where Mahogany wanted to be present.
Outcome
Mahogany came to occupy the party territory as a brand—not as a seasonality—uniting store, product, direct sales, and e-commerce in a single sensory narrative and gaining a platform capable of sustaining campaign, content, and activation throughout the year.
Credits
- Client
- Mahogany
- Agency
- Content House
- Strategy
- Bruno Rothstein
- Ambassador
- Gabi Lopes
