ACTIVATE BEAUTY — “BE PROUD. BE SEEN.”
Visual Strategy for a Breakthrough Brand Made by Latinas, for Latinas

Activate® entered the beauty marketplace with a powerful promise: to celebrate Latina identity through haircare designed specifically for their unique needs. Founded by Latinas and formulated with textured hair in mind, the brand had authenticity and ambition, but no defined identity or communications system to express it.

When we joined the project, there was no visual framework beyond a pre-approved product logo. No brand system. No message platform. And no clear direction on whether the campaign should be in English or Spanish.

Strategic Challenge: Create Alignment from Chaos

Our first task was to develop a unified visual and messaging strategy that honored Activate’s cultural mission while connecting with a highly nuanced and diverse target audience: unacculturated, semi-acculturated, and assimilated U.S. Latinas.

We recommended a dual-language strategy rooted in media placement rather than translation, allowing us to speak authentically where audiences already consume content. We placed ads in Spanish-language platforms like People en Español and People Latino, as well as general market publications like Town & Country and Martha Stewart Living—because modern Latinas live in both worlds.

Star Power Meets Strategy

To differentiate Activate from generic mass-market products and lend credibility to the launch, we developed a bold campaign around Puerto Rican actress and singer Roselyn Sánchez, whose beauty and voice were instantly recognizable. As campaign spokesperson, Roselyn participated in custom photography, video interviews, and PR appearances to elevate awareness and drive trust.