Salon line

• Autor(a) principal: Pace, Julia Homsi di
• Data de Publicação: 2023
• Outros Autores: Pereira, João Pedro Papp, Horvath, Maressa Fiaux, Rojas, Leticia, Guilhen, Adaiza Maria
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/40955
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO; Tonalizante capilar; Salon line; Estratégia; Autenticidade; Autoexpressão; Diversidade e individualidade; Projeto Integrado de Comunicação – PIC; Hair toner; Salon line; Strategy; Authenticity; Selfexpression; Diversity and individuality

The Integrated Communication Project (PIC), the final stage of the Advertising and Propaganda course at the Pontifical Catholic University of São Paulo, delved deep into the world of hair coloring, with a focus on the renowned product lines of Salon Line, a leading brand in the beauty market. This study conducts a meticulous analysis of the “Color Express” and “Light Color” from Salon Line hair color lines, uncovering the marketing strategies behind each, the wide range of available colors, and how they cater to various hair types’ needs. Additionally, the project launches the inspiring campaign “The Ideal Color is the One that Transforms You into You,” promoting authenticity and self-expression through hair coloring. The results obtained throughout the project emphasize the importance of offering a wide variety of coloring options and how the new campaign can directly reflect Salon Line’s commitment to promoting diversity and individuality. The Integrated Communication Project concludes that Salon Line remains an innovative and influential brand in the beauty market, celebrating beauty in all its forms and encouraging people to embrace their true identity through hair coloring