[Gustavo]

I’m Gustavo Boaventura, a Brazilian pharmacist working on Research & Innovation of Hair Care for LATAM for the last 7 years. I’m specialised in curly hair. I’ve done some Skin Care products but most of my experience is actually hair. I own a website in portuguese about cosmetics and its market. And I’m Master in Communication when I went deeper in consumer behavior and consumers perception.

[Gustavo]

I can assure you they think the same when we say we developed an entirely new formula with Cetearyl Alcohol, Mineral Oil, Behentrimonium Chloride, Preservative and almost the same ingredients on the list of ingredients. We know it is entirely different but they don’t. That’s the same here.

The new logo is clearer, smoother, with less information, just the name of the company. The font characters are rounder and the color has changed.

In my first job I had to work with designers to develop marketing products with technical information. I provided the technical information and the designers had to make them appealing and easy to be read. I learnt a lot from them.