Amongst the most distinctive elements of femininity, women’s hair features high in the list. Short or long, brown or blonde, that’s not really the issue: for all women, hair has a particular significance and it revolves around several very different functions.
– Symbol of femininity: For a long time, women didn’t have the right to cut their hair. Cutting it became a humiliation, particularly at the time of the Liberation when women accused of having sexual relations with enemy soldiers were shaved and shorn of their femininity which they were judged to have abused. Boyish cuts only started making an appearance during the interwar years.
The Leo Burnet São Paolo agency has developed a campaign focused on one of women’s main aspirations: being proud of the ID photo shown on their ID papers or of their profile picture displayed on social networks.
The event has been held during the International Women’s Week in São Paulo.
Wella offered an exceptional ID photo to over 2,000 lucky women. The participating women had their hair styled and make-up applied. Then they were photographed by professionals in a photo studio – The Koleston Spot for Beauty – which was set up for the occasion.
The digital photos were then sent by email to be displayed on their Facebook and Twitter profiles.
The campaign was covered by Brazilian TV news reports and the Brazilian press. canada goose paris