According to scholars* in the field of neuroscience, 75% of our memories are stimulated by smell and carry a lot of nostalgia for unforgettable moments. Thinking of increasingly involving the Boticário lover community, the brand invited consumers, selected through social listening on the networks, to star in the campaign and experience a sensorial study that delivers two remarkable relaunches of Ma Chérie with the fragrances Jeans and Amie, in limited edition.
To materialize the experiment, O Boticário found in Jungle Essence the possibility of reproducing the remarkable smells that were part of the adolescence and childhood of an entire generation in the 90s and 2000s to recall the sensations of the time. High technology is capable of carrying out the molecular capture of essences and uses them to generate an oil that incorporates the aroma of the original product.
The nostalgic smells that made up the experiment helped consumers to recall memories of pre-adolescence lived in the period that marks a trend until today: cinnamon and yogurt candies, crayons, the smell of plastic sandals, a hit among teenagers and, to complement and surprise, as a surprise item: those in love with Ma Chérie find the fragrances that have been part of their routines for years: Ma Chérie Jeans and Amie.
#MaChérie Generation: campaign makes a generational comeback and presents a re-launch of classics from the children’s portfolio
Created by W3haus, from the Haus ecosystem of the Stefanini Group, #MaChérie’s generation is based on the aesthetic trend of millennials or 2YK, as it is referred to on the networks, with decoration and looks from the time in question.
Natália Fava, Director of Creation and Content at W3haus for O Boticário, comments:
“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 time and inviting Gen Z to dive into the nostalgic aesthetics through artificial intelligence is a gift from Boticário to its community that will generate a lot of talk about the relaunch.”
According to Marcela De Masi, Executive Director of Branding and Communication at Grupo Boticário, the connection between the feeling of nostalgia and cutting-edge innovation to remember such moments was the starting point for the brand to bring the relaunch communication. She says:
“Last year we brought, after hundreds of requests from our community, the traditional version of Ma Chérie 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 return to the whole context of how the 90s and 2000s were.”
The executive also states that this moment for the brand, with the participation of consumers in the sensory experience and campaign film, is a form of retribution and affection for the whole community passionate about the fragrance and the journey of Boticário. She finishes:
“The relaunch came at their request, so there’s nothing better than bringing them as the protagonists of this re-release.”
The campaign is integrated with Boticário’s proprietary digital channels. The strategy also includes influencer squad activations in collab content with the brand, curated and contracted by Publination and PR agency PROS.
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