Nopalera body care
The Voice of Cactus, unleashed
From Shark Tank to the spa, founder Sandra Velasquez is on a mission to help Mexican cultura & Latin@s stand in their worth
Category: Body Care / Specialty Beauty
Services: Brand Strategy • Voice • Copy
Brand strategy: Julie Kucinski
Design: Abby Haddican
The situation
Soon-to-be household name Sandra approached with a clear vision for uplifting Mexican/Chicana culture via beauty products she made herself. The brief “Bad-Ass Latina” with an aim to get into Credo Beauty and far beyond.
The strategy
An icon and talisman (taliswoman?) was needed to make this product literally and figuratively iconic, giftable and to announce our mission without lecturing. Our beauty background made it easy to advise Sandra to focus on body, aim high and avoid facial skin care the time being. To use giftabiliity as a lever but be sure to have products that get used and quickly replenished for more re-orders & subscriptions.
Key idea:
Voice of Cactus & “The Goddess”
The cactus emerged quickly as an ideal metaphor for the resilience and beauty of Mexicana/Chicana/Latina women. And that quickly became embodied in a matriarchal ancestoral character that coud have come from an indigenous myth. (But didn’t). The brand has taken off like a rocket, serving as a platform for Sandra’s message across all major and micro media platforms. She’s now in front of the UN, taking major stages, raised in an brutal market and turned down a deal on Shark Tank - a clip that is continuing to find viralty on Tiktok.
