Sinta essa Festa
A year-long brand platform for Mahogany built around a territory the beauty category had never occupied whole — parties — aligning store, product, direct sales and e-commerce under one sensorial conversation.
Context
A competitive read across the main Brazilian beauty players — L'Occitane, The Body Shop, O Boticário, Granado and Natura — surfaced five recurring territories: ingredients, culture, attitude, fashion and decor. Parties appeared only as one-off executions; nobody was holding it as a platform.
At the same time, parties revealed themselves as a rich, cross-cutting universe: they thread through beauty, fashion and decoration, and they live in two tempos — the preparations (intimate, sensorial, alone with oneself) and the party itself (sophisticated, glamorous, collective).
The audience — women 25+ who love to host, follow fashion, and care for themselves — recognises themselves in both tempos: choosing the dress, doing the hair and the make, spraying the fragrance, buying the gift, minding the detail, dancing. That is where Mahogany decided to live.
Challenge
Bring four expressions of the brand — retail, product, direct sales and e-commerce — under a single positioning strong enough to carry campaign, content and activation across a full year, without leaning on isolated seasonal spikes.
Role
I led brand strategy at Content House. My work was the competitive diagnosis that surfaced parties as unclaimed territory, writing 'Sinta essa Festa' as a sensorial positioning, defining the Mahogany persona and tone of voice, and architecting the annual content plan so retail, product, direct sales and e-commerce spoke the same language.
Approach
Find the territory nobody was holding whole
Competitive diagnosis of the five territories occupied by the main beauty players — and the one they were only touching in fragments. Parties as platform, not as execution.
Position through the senses
'Sinta essa Festa' — sensorial like the products themselves, capable of connecting preparation, celebration and gift under one signature, and of holding across a year rather than a launch.
Write the persona before the plan
Defined the Mahogany persona and tone of voice — upbeat, direct, close, current, conversational and simple — so retail, product, direct sales and e-commerce could speak without cross-channel noise.
Architect the year in pillars
Annual content structured in pillars (beauty, fashion, decoration, gift, product) and campaign cycles, with umbrella parties that teach, inform, entertain and inspire — a year of conversation, not a stack of drops.
Bring the tone through ambassadors
Ambassadors and influencers, including Gabi Lopes, translated the party universe into close, aspirational content aligned to the brand's voice.
Execution
- 01'Sinta essa Festa' brand platform and narrative territories
- 02Visual universe guideline, tone of voice and Mahogany persona
- 03Annual content plan in pillars and campaign cycles
- 04Defined roles for retail, product, direct sales and e-commerce inside one discourse
Outcome
Mahogany came to hold parties as a brand territory — not a seasonal spike — pulling retail, product, direct sales and e-commerce into one sensorial narrative, and gaining a platform capable of carrying campaign, content and activation across the year.
Credits
- ClientMahogany
- AgencyContent House
- StrategyBruno Rothstein
- AmbassadorGabi Lopes
