"Working with CORA — time and time again — always feels like a fresh start, a source of renewed inspiration. As children, we look at everything with wonder and curiosity. Unfortunately, as we grow older, our vision narrows, and we stop seeing with that same openness. Collaborating with CORA is like becoming a child again."

Rafael Pitanguy

Vice President of Creative, VML Y&R

Genuinely Brazilian wellness

Genuinely Brazilian wellness

In partnership with Saga Innovation, we mapped the wellness expression present in the daily lives of working-class women in Brazil, revealing the ethics of well-being that emerges from the everyday — vibrant, tropical, and popular. Through an ethnographic immersion into the imaginaries found in streets, homes, and social media, we translated this repertoire into new aesthetic and narrative codes for the brand.

POPULAR WELLNESS

The cartography ventured beyond the margins of conventional wellness research to reveal a sensorial, creative, and pulsating Brazil.

The study revealed aspirational codes that emerge from real life, where well-being is lived with salt, sound, and sweat. A beauty and wellness presence that continuously reinvents itself as a tropical and popular language.