Campaign included the conception and execution of the fashion magazine
Boticário has just announced the expansion of its portfolio with the arrival of Nativa SPA Ameixa Dourada. To communicate the launch, the brand relied on the unique conception and execution of Vogue to produce the campaign.
With a creative conception by AlmapBBDO, leather as a fashion item is the concept that permeates the campaign’s storytelling. The fashion film and fashion editorial that announce the launch feature the models presenting their radiant skin, just like the radiance that comes from within them.
We sought to move away from the traditional format in which a production company produces an advertising film to bring a fashion vehicle that has in its vein this expert look at the world of fashion and that could bring a different construction to the launch, such as an editorial for a new collection, explains Bruna Bus, communications director at Boticrio and Quem Disse Berenice?.
In this project, we understand skin as a visual element of the look. For this, we chose transparent fabrics, which conveyed lightness and fashion information. We also opted for a more solar light and, in addition to the products themselves, we made a point of bringing their main component to the scene: the yellow plum itself, explains Ceclia Cussioli, creative director of branded content at Globo Cond Nast editions.
In addition to the fashion film and editorial with exclusive shooting directed by the magazine, the new line’s campaign also includes a digital native content strategy on TikTok, Instagram and X, to build a conversation organically with consumers through sensory content that contextualizes the radiance that the new line delivers to the skin.
The brand’s advertising strategy also includes a team of content creators, such as influencers Mari Gonzalez, Rita Carreira, Jade Seba, model Rosa Saito and others, in addition to more than 300 profiles that will be activated and reinforce the launch concept. all over the country.
The advertising fronts for the launch of the line also include OOH activations, with the installation of 70 faces in Ibirapuera Park and 40 faces in the Villa Lobos and Cndido Portinari parks.
