The campaign, created by W3haus and titled #GeraoMaChrie, has a millenial aesthetic
O Boticrio bet on the nostalgia of its consumers and relaunched, on a limited basis, the fragrances Ma Chrie Jeans and Amie.
The campaign, created by W3haus and titled #GeraoMaChrie, has a millennial or 2YK aesthetic, with decor and looks from the period in question.
Last year, we introduced the traditional version of Ma Chrie and we continue to receive numerous requests from consumers for other variations of the product. Now, we remember these icons with the materialization, not only of the fragrances and packaging faithful to the original versions, but we also go back to the whole context of what the 90s and 2000s were like, said Marcela De Masi, Executive Director of Branding and Communication at Grupo Boticrio.
The campaign is integrated with Boticrio’s proprietary digital channels and the strategy also includes influencer squad activations in collab content with the brand, curated and contracted by Publination and PR by PROS.
“The 90s and 2000s are the last decades that were not hyper-documented by smartphones and social networks. Recreating the memories of those who lived through that era and inviting Gen Z to dive into nostalgic aesthetics through artificial intelligence is a gift from Boticário to its community which will generate a lot of talk about the re-releases”, said Natlia Fava, Director of Creation and Content at W3haus for O Boticrio.
