ID photo makeover

  • thumbnail

    Get Flash to see this player.

  • Wella Koleston ID card makeover
  • Wella Koleston Sao Paulo women enjoy a makeover session
  • Wella Koleston

ID card photographs are rarely flattering, and people often feel that their ID photograph is an embarrassment, especially since it appears on documentation that is used and viewed by others on a regular basis.

Koleston in Brazil recognised that women in particular felt unhappy about their ID card photos, and took on the challenge to make women look and feel more beautiful in their official photographs.

The Koleston brand positioning is based on the idea of beauty that is linked to a woman's self esteem. Coinciding with International Women's Week, Koleston built the Koleston Beauty Spot, in front of a reprographics agency in the centre of Sao Paulo - creating a combined beauty parlour and photographic studio.

Local women were able to attend a make-over session and then be photographed by a professional photographer. The picture was printed immediately so that it could be included on their new ID. An electronic version was also sent by e-mail for the client to use on their social network sites.

As a result, the ID photo, which for years had been a source of shame, became a source of pride. The installation helped more than 2000 women rejuvenate their official photos and stimulated the renewal of ID cards.  The event was covered in news items on TV stations all over Brazil, as well as in print and across social media channels.

Have Your Say

Please register to add comments.

Brand Owner:
March - March 2010
Leo Burnett
Media Channel:

    Cream Shuffle

    Stuck for ideas? Use our automated inspiration tool.

    ShuffleClick to shuffle
    • Sony Entertainment Network
    • UK
    Read more

    Cream Subscribers

    Other C Squared Products

    • - M&M
    • - The Festival of Media
    Cream logo

    © C Squared Holdings Ltd.

    London, SE1 0AX.

    Registered Number: 4381130
    VAT REG NO: GB799 3995 30