Abstract
The Teaching Case contextualizes Salon Line's journey within the global beauty market. Explores the brand's digitally focused strategy for its repositioning. Then, it brings the international scenario and demands to work on sustainability and ESG Agenda themes, incorporated by the big players, imposing the challenge to Salon: learn from the past (repositioning) and move forward to implement and communicate the ESG Agenda, defining a strategic planning focused on sustainability. Encourage students to think about possible solutions so that Salon Line can, learning from its successful repositioning, implement and communicate the ESG Agenda, defining a strategic plan focused on sustainability. Secondary: assist students in the preparation of planning through the diagnostic, strategy and action plan stages, covering four business pillars, marketing, commercial, supply and product; and foster the student's critical perspective regarding the real impact of the presented solution