What are the moods of female consumers with the sun?
Insight
There is a paradoxical relationship between Brazilian women and the sun, ranging from the desire to get a tan to skin health care. We investigated people’s relationship with the sun through a solar mission: we stimulated the sending of images related to the solar mood, mapped the backgrounds and the body postures related to the experience of a relationship with the sun.

Impact
From this study, it was possible to identify that women have a protective mindset in relation to the sun, but that it is intrinsically linked to aesthetics. From this, it was possible to map out opportunities for new products and new communication strategies and speeches for the brand.