16/2/2025

Yamá Beauty activations with the Repair line are highlighted during the 2025 Summer Arena

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Until March, the Summer Arena of TV Thathi, a Band affiliate, promises to rock the weekends on the coast of São Paulo. To complete the experience, which takes place in Santos, Praia Grande and Cubatão, Yamá Cosméticos, the event's sponsor, has set up a tent with activations and giveaways to promote the Repair Line, which has four families of products aimed at repairing hair.

Promoters at the Yamá Beauty Tent, located in the Santos Arena.

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The Yamá Beauty tent had an Instagrammable area, beach chairs to make up the atmosphere and a prize roulette wheel, allowing visitors to leave with a gift from the brand.

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Products from the Repair line and gifts from the Yamá Beauty brand were given to those who took part in the prize roulette activation.

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Visitors took advantage of the Instagrammable space to record the moment of activation and post photos on social media.

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In addition, a team of promoters distributes samples of the range's products and ventarolas which, as well as soothing the typical summer heat, have a strategic QR Code which, when accessed, allows visitors to find and connect with the points of sale closest to their location, wherever they are.

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"After enjoying the beach, hair needs extra care. That's why we thought we'd focus the activation on the Repair Line, which is part of Yamá Beauty's products, so that people can experience its benefits in practice. At the Summer Arena, there are around 3,000 visitors a day, every weekend, both locals and tourists who come from all over Brazil," says Denise Moraes, Marketing Manager at Yamá Cosméticos.

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Followers of the brand on Instagram were able to secure gifts and take part in draws for kits from the Repair line.

According to the Tourism Economy Intelligence Center (CIET), 2.9 million visitors are expected in the Baixada Santista during the vacation period.

About the Summer Arena

Located on one of the busiest beaches in Santos, next to Canal 2, the 13th edition of the event offers various activities to the public, such as spaces for sports, brand activation tents, a kids' area and a stage with teachers for free dance classes.

Yamá's participation in the 2025 Summer Arena will take place in Santos (from January 11 to February 2, with a tent aimed at interacting with the public), Praia Grande (from January 11 to February 2, with the distribution of sample sachets of the Repair line) and Cubatão, which will take place during Carnival (March 1 to 5), repeating the model of activations in Praia Grande.

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Source: Cosmetic Innovation and Live Marketing Magazine

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