Renata Gomide thinks that the recognition of the Best of PROPMARK was due to the team’s work in building a strong brand
Renata Gomide, recently promoted to the position of Vice President of Consumer at Grupo Boticrio, was elected by the market, through the poll conducted by PROPMARK, as the Marketing Professional of the Year. For her, this year was full of achievements, challenges and new paths.
We had incredible moments, all guided by the commitment to build a genuine relationship between our brands and our community. 2022 was the year for us to further strengthen this characteristic, which we believe is what sets us apart and allows us to continue adapting to meet market volatility and new consumption timings and, at the same time, showing ourselves to be increasingly relevant to our audiences. , evaluates.
Renata believes that this year the group has also managed to show that it wants to be recognized for having brands that talk, much more than just talk. It is with this directional that all our actions, communications and campaigns are designed by our teams, who are always prepared to listen to consumers, anticipating not only behaviors and trends, but also relevant conversations for building a diverse and positive beauty, she comments. .
She says that market recognition is, without a doubt, the result of the work of a supercompetent and consistent team that increasingly places the consumer at the center of decisions and builds strong and desired brands. At the same time, I seek to build with my team a transparent environment and with many exchanges between people, consolidating a community of great support and always challenging us to go further, guaranteeing innovation and connection with people.
For her, being a female leader also has a special taste, mainly because of the power to encourage other women, showing that it is possible to build a safe environment for exchange, experiences and experimentation. At Grupo Boticrio, I bring this look to the brands that are under my umbrella O Boticrio, Eudora, Quem Disse Berenice?, Beleza na Web, Bio Oil, Nuxe, Australian Gold, Vult, Beauty Box and Dr. Jones and I feel that in all of them this space is much more than respected, but collectively thought and valued, he comments.
This year for Grupo Boticrio, according to her, it was to reinforce its commitments and, at the same time, bring even more innovation and creativity to the actions of the brands. I am very proud to see that we are closing a period of great transformation, but which allowed us to further strengthen our focus on consumers, going beyond their consumption habits and seeking to understand how they want to interact and connect with our initiatives, campaigns and products, says Renata.
We have also consolidated ourselves as a company with a purpose. We understand that quality products, added to technology, our innovations and our positions on important agendas, directly or indirectly linked to our market, are significant and must always contribute to the advancement of society. This is certainly the main recipe that brought us here and will certainly take us much further. I believe that we stand out precisely because we are always on the move, anticipating trends. We are addicted to novelty and we always want to bring it first hand to those who accompany us, he adds.
Renata also talks about the group’s year. She says that they started with the launch of Diverse Beauty, a movement that is part of the ESG agenda and united O Boticrio, Eudora, Quem Disse Berenice?, Vult, OUi and Australian Gold in the search for the re-signification of the stereotypes that are repeated in advertising, which will still be accompanied by several actions with this focus, which is one of the company’s priority commitments.
We are celebrating 45 years of Boticário and, to celebrate this very important milestone, we have opened the debate on starting over in maturity and publicized free training in entrepreneurship for more than 5 thousand mature women from all over Brazil. She also says that they connected even more with the gamer public and launched the Heronas do Game movement to leverage the empowerment of women in this scenario. Furthermore, along with Eudora, Boticrio inaugurated an unprecedented front of NFTs for Lipstick Day, making both brands the first in the beauty segment to immortalize consumers’ mouths in a work of digital art.
She also remembers that Quem Disse Berenice? completed ten years and positioned the brand as a forerunner of trends, attuned to current conversations, which brings the lifestyle and care routine in an uncomplicated way. In addition, Bel-
za on the Web turned 15 in 2022.
The channel was created to bring market professionals and influencers closer together, following through with plans to expand physical stores. Now at Beauty November, seeking to consolidate the cross-brand vision, we take advantage of the synergies of Boticrio, Eudora and Quem Disse, Berenice? to create an exclusive action of discounts to boost Beauty on the Web, our e-commerce platform. The initiative is an important step in strengthening our strategies around building an increasingly integrated consumer experience, he reveals.
To close the year, O Boticrio put on the air a Christmas campaign that proposes, according to Renata, to rescue love and respect as transforming agents capable of uniting people and reestablishing relationships, seeking to awaken a purposeful reflection on the power of these feelings to overcome the differences, caused by the most different themes and motives. It was an intense year, full of projects and actions that give us many reasons to celebrate. But we want to go further. We are not going to stop, he concludes.
