Ad of the Month - Skala
In the vibrant landscape of Brazilian beauty, haircare is more than a simple household necessity; it is a tool for self-expression and identity, supporting everyday people in their pursuit of looking their best. With one of the most diverse populations in the world, the Brazilian market also demands brands to prove they understand local hair culture, and that products have what it takes to become top-of-mind the next time consumers reach for a refill on store shelves. While innovation is the price of entry, the real differentiator in this crowded vertical is cultural authenticity.
Like our previous findings in Brazil’s broader beauty category, our testing suggests that Brazilian consumers are very open to new products and learning about them through advertising, especially on social media. Many of the ads we recently tested, from homegrown brands to global giants, drove lift in key brand metrics like Awareness, Favourability, Consideration, and Purchase Intent. So how does one get an edge on the competition when everyone seems to be doing something right? In this kind of environment, well-executed, attention-holding creative are not only nice-to-haves but paramount to winning consumers among stiff competition.
To help brands ensure they are set up for success in competitive landscapes like this, at Human Made Machine, we tell you whether your creative will be effective with your target audience. This is crucial, as creative contributes up to 70% of a campaign's success. We test thousands of creatives each month in realistic, simulated media environments using the gold standard of control/exposed experiments to predict real-world impact. To dig deeper into performance, we collect qualitative and quantitative data, analyzing what works - and why.
The Winner: Skala Camarote Favela
Our Ad of the Month comes from Skala, a popular Brazilian brand beloved for its affordability, clean ingredients, and commitment to texture care.
What sets this ad apart is its refreshing take on what a haircare ad can look like. Rather than relying on typical before-and-after shots or bold, clinical claims, Skala centered its narrative on real consumers using their products to get ready for Carnival in Rio - the ultimate celebration of Brazilian life.
The ad visuals are a masterclass in local resonance - bursting with color, energy, and excitement - and our results show that the audience is clearly here for it. With a perfect 10/10 score on our Breakthrough diagnostic pillar, Skala produced a scroll-stopping ad that felt distinctive, interesting, and highly memorable - an impressive achievement for a local brand in a fiercely competitive vertical.
Equally remarkable was Skala’s expert branding and product placement throughout the ad, exclusively dedicating the first 3 seconds to build recognition before diving into the Camarote Favela footage. In our experience, we know that brands often risk relegating themselves to the backseat when spotlighting human-first stories, but in this case Skala achieved a 10/10 in Brand Engagement by weaving their products into an authentic narrative of self-expression and local pride. This approach deepened resonance with the Brazilian audience, and it’s not just abstract data telling us this - real feedback from actual humans show the same:
“I liked the advertisement; it fits perfectly with the Brazilian audience, bringing the culture of Carnival, lots of colors and glitter, and at the same time showing that it's a brand that appeals to all Brazilians, which is the target audience.”
“I liked the brand's joyful connection with diversity and people's happiness.”
“The integration was very positive; it shows the products being used and focuses on images of some of them, which I got to know and which sparked my curiosity and desire to buy them.”
Honorable mention
Pantene Pro-V Series
Our runner up this month is the global powerhouse, Pantene. While the ad’s aesthetics lean closer to the traditional haircare playbook, it stood out from the pack through a precise yet simple problem-solution setup. Pantene tapped into cultural relevance by addressing a specific haircare concern among Brazilian consumers - heat damage - followed by a compelling, rational and sensory explanation of its 4-step product line. While this Pantene ad was a worthy contender for first place, we ranked Skala’s ad higher because of its ability to transcend utility; Pantene solved a problem, but Skala celebrated an identity.
This month’s winner shows advertisers the value of not just selling through their ads, but actively participating in a market’s culture. The most effective ad was one that traded polish glamour for authentic connection with their audience.
Want to learn more about how to maximize the return on your ad spend with effective creative? Connect with us and request a demo.