This Wednesday (17th) Niely Gold held an event in São Paulo to present the new Niely Gold Curls Extended Definition line, which promises 72 hours of definition and resistance to styling.
The new squad of digital ambassadors Brunna Gonçalves, dancer and businesswoman, communicator Giovana Eliodoro and drag queen Marcia Pantera were also presented on the occasion. They will give voice to the new motto of the brand “For all the beauties”.
Formulated with linseed oil and shea butter, the line has high hydration power, and leaves hair silky and healthy, with shine and softness, ensuring the post (day after) and brings an emotional connection to a functional benefit: the beat -hair.
The action included a performance by the Casa di Mutatis collective, in which voguing battles were held, commanded by ambassadors Brunna Gonçalves and Márcia Pantera, the first Drag Queen Bate Cabelo in Brazil and creator of this term.
Bate-Cabelo is a cultural expression and movement from the periphery of LGBTQIAP+ resistance and pride and expands into other clippings, inspiring the brand with the new launch.
Niely has just gone through a brand renovation, seeking to highlight its origins and reinforce all the expertise coming from the L’Oréal group – owner of the brand since 2014 – and Curls Definition Prolongada is the first launch aligned with this new positioning.
With Brazilian production and an innovation hub located in Rio de Janeiro, Niely increasingly seeks to better understand consumer demands and is committed to rediscovering and rescuing the visibility of diverse beauty.
