Menu

furoecob_wp7

About furoecob_wp7

Posts by :

MESA | Name this magazine

I’ve led a sprint using as a guide the MESA method, a team-based work system designed to solve complex challenges by unleashing human potential to process more and execute faster.

The goal was to come up with a name for a beauty print magazine in development that shows consideration for the place beauty has in our contemporary society, and that represents the magazine’s commitment to create a space where people feel included and heard. I gathered a diverse team of 10 people with all the knowledge and skills needed to solve the challenge in a short timeframe, from a drag queen who did a TEDx talk about drag therapy to a mother of three who started a movement to fight sexual harassment in public spaces.

O BOTICÁRIO

Based on 4 macro trends, provided by a third-party agency’s partner, I develop a trends presentation for an innovation workshop with the employees of one of the largest Brazilian cosmetics group. I’ve brought key international and cross-sectors benchmarks on retail experience, brand activation and product development. The goal was to provide insightful inspiration to be worked in a sprint to be held after the presentation.

BEAUTY DISCOVERY WORKSHOPS

I’ve been guiding small groups in immersive experiences around beauty, helping people explore a more mindful self-care routine, with a low-waste and impact-conscious approach to their skincare rituals. I use local herbs, flowers and oils to create a sensorial environment that invites people to try new textures and care gestures.

Simple Organic, Brazil’s most prominent natural beauty brand, trusted me to lead a workshop using their products and selected fresh ingredients for journalists and influencers. Also in Brazil, I organized an experience for the staff of the NGO Think Olga and the consultancy Think Eva, two sister organizations with the mission to empower women through information.

In Europe, this workshop was included in a wellness retreat in the French countryside organized by the maté tea brand Chá Iracema. In partnership with Oden, specialized in French-grown seed oils for the skin, I guided this experience between yoga sessions, nature walks and fresh maté tea-infused cocktails. In Portugal, I held the workshop in partnership with Unii, a zero-waste cosmetics brand from the pioneer organic cosmetics store Organii, which has 5 stores in the country.

COSMETICS MARKET RESEARCH

I was hired by one of Brazil’s leading clean beauty brands to do market research in order to understand the challenges and opportunities for portfolio expansion, with focus on a specific consumer segmentation. Part of my job was to brief the R&D team in the factory and present to them the needs of the segmentation, and a benchmark of colors, textures and product categories.

The client and the details of this project are confidential.

ACCOR | FUTURE HOSPITALITY

Development of 3 reports about the future of hospitality in Brazil, with the goal of understanding how 6 global macro trends manifest locally. The study was conducted simultaneously in 5 other countries (France, Germany, UK, China and Australia). The reports detailed the interviews made with the main executives of Accor in Brazil, the local dynamics and the specific hospitality dynamics.

RAY BAN | SUMMER REPORT

Analysis of a Gen Y consumer research made through a proprietary platform from Strive Insight. The research focused on translating the feelings that summer awakens on the group of consumers, and the different use situations for sunglasses. The final presentation focused on visuals and creative concept propositions.

RAY BAN | DIGITAL SAFARI

Analysis of a Gen Y consumer research made through a proprietary platform from Strive Insight, with participants from different countries, from Mexico to Japan. The goal was to understand consumers’ perceptions about Ray-Ban and their campaigns, through images, concepts and keywords.

CANNA

Right after graduating in fashion design, I created a brand of vegan handbags which had an important role in proving to a leather-obsessed market that it is possible to reconcile ethics and aesthetics.

Canna was the first brand in Brazil to talk about “vegan fashion”, when nobody understood what that meant – so my work was featured in the leading fashion magazines in Brazil such as Vogue, Harper’s Bazaar, InStyle, Veja Luxo and FFW. I was invited by Natura and Instituto Europeo di Design SP to talk about my motivations in creating this business. The bags were available at a proprietary e-commerce and in the leading multibrands stores in São Paulo such as Choix and Cartel 011.

Picture of a pink vegan Canna handbag

MODEFICA OFFLINE

For the first anniversary of sustainable fashion-focused digital magazine Modefica, I helped plan and execute a two-day IRL event for more than 500 people, with round tables, lectures, pop-up store showcasing new Brazilian designers and women-led brands. The challenge was to produce a high quality event without any investment from the organizers, while helping to project Modefica’s brand and establish its reputation. I was responsible for the event’s strategic business model to solve this challenge, as well as partnerships and press communications.

Back To Top