Neither shampoo nor conditioner are the most important part of your hair care routine. It is water, and it is a resource that thousands of people still do not have access to in their daily lives. To make it visible, the water brand Auara, owned by Hijos de Rivera, and the beauty brand Aveda have collaborated in an awareness-raising action that has had the supposed co-branding of a product as the axis of the strategy.
Over the past few days, both brands have introduced “Purpose Water,” a limited-edition “rinsing water” that promised to redefine the last step of your hair routine. “The rinse water that reveals the true power of water”pointed out in a piece that, following the narrative and visual codes of the category, communicated the collaboration of the brands and the launch of the product.
“Purpose Water”, which was promoted as a limited and exclusive edition, claimed to be the solution for a “strong, healthy and shiny finish from the first application“, an alternative in an industry obsessed with exotic ingredients, impossible active ingredients and increasingly complex formulas.”Because every small gesture counts in your rinse routine.“, the brand commented on social networks, alluding to Earth Month, which is celebrated every April.
The communication has included product photographs, as if it were a real launch, with its corresponding packaging and ambient images, typical of the premium universe of cosmetics.
The campaign has been designed by the Bululú Creativos agency, and has had Evercom as a PR agency; Buenintento as a social media agency and Globant as a media agency.
The campaign has also involved influencers and content creators from the beauty or lifestyle categories, such as Desireé Caballero, Patrillizos, Lolaromeraa, or Marina Vallejo, among others. All of them have promoted “Purpose Water” as if it were the latest big news in the sector, alluding to its virtues for good hair lightening.
Just a few days after announcing the supposed launch of the product, the brands have announced that it is not for sale, because in reality “Purpose Water” is a communication action aimed at generating reflection in society about the importance of access to water. The intention of the initiative is to ask consumers what would happen if something as basic as water was not part of their daily routine.
The action of Aveda and Aura turns the daily gesture of washing one’s hair into a performance, an invitation to conversation, to question habits and a tool to make visible the value of water, an element that is often taken for granted. With “Purpose water” the brands show that while in some parts of the world water is understood as a simple step in the hair routine, in others it is a scarce and inaccessible resource.
“With ‘Purpose Water’ we wanted to use the language of beauty to talk about something much deeper: we cannot take the most basic things for granted.“, commented Antonio Espinosa de los Monteros, CEO and Co-Founder of Auara, in a statement.
“With water at the center of all our decisions, we launched this new product together with Aveda, joining forces with the same purpose: to bring drinking water to those who still do not have access to it.”, explained, for his part, Pablo Urbano, Co-Founder and Director of Operations at Auara, through LinkedIn.
He has also highlighted the collaboration that the brand maintains with Aveda, which has continued for almost ten years within the framework of Earth Month. The beauty firm allocates the profits generated during the month of April to finance access to drinking water projects promoted by Auara. They claim that in all this time they have brought the resource to more than 15,000 people in Malawi, Mozambique, Cambodia, Cameroon, Uganda, India, Nicaragua, Gambia and Morocco.
In 2026, the focus is on Mozambique, where the projects are developed together with the Khanimambo Foundation.
