ABOUT THE
proJect
L'Oréal Paris was the Official Sponsor of Ensaios da Anitta 2026, joining 11 performances across 10 Brazilian cities with a brand experience strategy built around immersive experiences inspired by summer, celebration and self-expression. As the brand's Brand Experience partner, ATENAS led the strategy, creative development and end-to-end execution of the activation throughout the tour.
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ClientL'Oréal Paris
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Year2026
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ExecutionBRAND EXPERIENCE
L'Oréal Paris at Ensaios da Anitta 2026
The tour concluded in São Paulo on February 8, marking the end of Ensaios da Anitta one of Brazil’s most significant pre-Carnival cultural platforms and one of the country’s strongest intersections between brands, music, and entertainment.
For the second consecutive year, a L'Oréal Paris expanded its role beyond sponsorship creating a journey designed to go further than visibility, and deliver meaningful consumer engagement through immersive experiences aligned with the energy of summer, beauty and celebration.
Throughout the tour, ATENAS was responsible for developing and executing the entire Brand Experience strategy, responsible for the development and execution of the activation throughout the tour. The challenge was to transform brand presence into authentic moments of beauty, interaction and emotional connection, while respecting the unique cultural identity of each city and the distinctive atmosphere of Ensaios da Anitta.
The activation was designed as a complete brand journey: featuring professional hair consultations, personalized product recommendations, product trials, branded giveaways and the creation of music-driven social content because the Baladinha dos Sonhos deserves dream hair.
The experience showcased Elseve Dream Straight,a haircare line promising twice-as-straighter hair, up to 72 hours of frizz control and up to 92% less future damage, alongside Solar Expertise Make-Up EffectSPF 70, a facial sunscreen that combines high UV protectionwith makeup-like coverage, lightweight texture, a dry-touch finish and up to 12 hours of wearBoth products naturally connected with the climate, lifestyle and energy surrounding the tour.
More than creating visual impact, the activation encouraged authentic interaction,product experimentation and organic content creation, reinforcing L'Oréal Paris' positioning by integrating haircare and skincare into an environment defined by music, celebration and summer.
The project demonstrates how Brand Experience can become a strategic business tool, connecting entertainment, consumer behavior and product engagement through a seamless, people-centered execution.
