Brand bets on beauty, experimentation and accessibility to generate connection and foster folklore
Data from the survey The Consumer of the Future, carried out by the trends consultancy Worth Global Style Network (WGSN) in 2020, pointed to the emergence of a new consumer profile, the so-called local activists – which, according to the study, are those who look for aligned brands. to local purposes.
It is in this context that Boticário announces, for the sixth consecutive year, its support for the 56th Parintins Folklore Festival, recognized as Cultural Heritage of Brazil by the National Historical and Artistic Heritage Institute, which strengthens the Amazonian identity and community. For some years now, Boticrio has been operating with regionalized strategies and is present in more than 4 thousand physical points in the country, valuing and celebrating the rich Brazilian regional cultures. In addition to supporting the Parintins Festival, the brand engages in other festivals that reflect the cultural diversity of the country’s five regions.
Between the 30th of June and the 2nd of July, Boticrio will be on Parintins Island, 369 km from the capital of Manaus, together with most Amazon fans, to present the campaign “Parintins. pillars such as beauty, regionalization, experimentation and accessibility.
The brand’s strategy strengthens all the codes that make the Parintins Festival the most awaited party for the people of Amazonas. With an approach that connects to the magic of the festival, bringing in the colors blue and red, which represent the Caprichoso and Garantido oxen, the essence of communication. Valuing the elements of the event, such as the flags and the cheering crowd, which, in the Bumbdromo arena, celebrate, above all, the cultural richness of the state. In addition, the brand foresees actions that carry accessibility as a pillar, in order to make the party more democratic.
According to Jacqueline Tobaru, Boticrio’s Director of Regional Marketing, the brand’s bet on the event reinforces a perennial agenda in the main Brazilian popular festivities – which aims not only at strengthening the identity in the region, but at expanding this regionalism to the whole of Brazil – as a way of reinforcing the diverse vocation that makes the country a world center of culture.
The event carries a purpose that dialogues directly with one of our most important pillars as a brand: love. This year, we will be present to reinforce our love for the Parintins Festival and highlight the image of cunhs-poranga as icons of the campaign. This approach aims not only to promote representativeness, but also to value regional beauty. Through this initiative, we seek to reflect the essence of the festival, in which the poranga wedges symbolize the tradition and exaltation of the local culture”, he comments. Isabelle Nogueira (Garantido) and Marciele Albuquerque (Caprichoso) represent the brand during the festival through their female characters who translate the indigenous woman and pose as an exaltation of native beauty.
As the most loved beauty brand by Brazilian consumers*, we want to amplify what is most beautiful in each region, strengthening Brazil’s identity, creating a real connection with each of our consumers and amplifying our vocation as a brand that dialogues closely with the Brazilian. In addition to being at the Parintins Festival since 2018, this year we were also at other popular festivals such as Carnival, in five Brazilian cities, and São João, concludes Jacqueline Tobaru.
I choose the brand
Like the Parintins Official Perfumery, Boticário will have flying activities with product experimentation for the fans who line up to watch the spectacle of their ox. And for the first time, the brand will be present at the Bumbdromo, distributing gifts to the fans on the first night of the presentation.
To provide even more unique experiences for visitors, the brand has prepared the “Beleza que S” space, located in Praça da Catedral and inspired by the Bumbdromo. A space designed to celebrate the party and promote inclusion, with resources such as audio description, texts in Braille and access ramps, where visitors can enjoy a dressing room with a make-up service inspired by the colors of each ox and will have the opportunity to create 360 camera content, in addition to applying temporary tattoos inspired by oxen.
O Boticrio also made a point of leaving its mark in Amazonas in all actions carried out during the period, also boosting the local economy and sustainability – another important pillar of the brand – with BotiRecicla points spread throughout the Festival. Currently, O Boticário has 62 points of sale in the state, including stores and retailers.
