Isima
Más es Más
What
Brand narrative for Shakira’s science-forward, Latin-origin haircare launch.
Role: Copy, concept
Agency: Sui Generis Cartel
Design and art direction: Work by Holiday
The Work
BRIEF: Develop a brand story to help Shakira’s science-forward, Latin-originated haircare brand appeal to consumers beyond its core Latin audience.
BRAND STORY: Even as it becomes more diverse, most haircare follows the traditional model of identifying a ‘type’ and optimizing for that narrow profile. The problem is that most people’s hair (especially those of Latin origin) is made up of multiple hair types and textures, leaving them underserved by the ‘flatten and simplify’ approach.
I identified the opportunity for the new brand, with its multi-layered technology based on deep research into the full spectrum of Latin hair, to own complexity – of hair, of science and of personality – and reframe it as a richness to be embraced, not a problem to be solved.
This insight set up Isima to reach consumers beyond its Latin-identifying core audience from the start.
CREATIVE DEVELOPMENT: I developed a brand narrative, pillars, values, science story and language conventions that would connect this central theme to the brand's Mas es Mas endline and Trimodal haircare technology.
IAs part of this process, I also created a language construct using repetition -isima suffix (an amplifier translating to English as very or exremely) to help convey the concept behind the brand name to non-Spanish speaking audiences. It appeared in launch headlines as Suavisima. Fuertisima. Brillantisima.
