With an exclusive line launched in collaboration with Faber-Castell, Who Said, Berenice? marks the beginning of the year by reinforcing its indulgent and youthful positioning, with products that instigate creativity through nostalgia and invite generation Z to design their own beauty, taking creativity from paper to makeup. To this end, investing in a priority strategy does not TikTok to generate desire and talk even more closely with the younger audience, through content and trends that are already native to the social network and that this audience is already familiar with, such as GRWM (get ready with me) to go to class, with # trending on the networks in this early period of the year. And, based on this mapping, the brand brings new productions that inspire through reviews, tutorials and other formats that encourage the use of imagination to create visuals.
Inspired by the iconic stationery items from segment leader Faber-Castell, the line is made up of seven makeup products that stand out for their versatility in application methods, textures, intense pigmentation and sustainable deliveries, characteristics that unite the expertise of Quem Disse, Berenice ? in makeup and the proficiency of the partner brand, whose Cosmetics division has 45 years of experience in Brazil, with colors. The launch, directly connected with GenZ, invites consumers to a new ritual of experimentation and fun, taking advantage of all the creative potential of this generation, which is responsible for proposing trends and questioning standards, just like QDB?.
The choice to prioritize content exclusively designed for the TikTok format in communicating this launch is part of the perception that the network speaks more closely to digital natives, in more dynamic guises and attentive to what is new in the beauty market.
We realized that generation Z sees TikTok as a search engine and that it strongly encourages a new consumption model in which influencers and other users of the platform reinforce the characteristics of the desired items and endorse the purchase decision. For this reason we want to use the network to generate desire and offer solutions for the search for makeup trends and inspiration, delivering looks that attract attention among so many options and that are possible to be reproduced, says Sylvia Cardoso Castello Branco, senior manager of Public Relations and Social Networks of Quem Disse Berenice? It is Apothecary.
But it’s not just a beauty brand that invests in the social network for the digital development of its communication. Faber-Castell has reinforced its presence on the network, seeking to get even closer to generation Z, which has redefined its relationship with stationery items, using art and awakening creativity.
Over the last few years, we have seen a large increase in the adoption of practices such as lettering, bullet journaling and Do It Yourself (DIY), which, like makeup itself, materialize the consumer’s desire to express themselves and leave their brand. That’s why, in addition to offering a complete portfolio of products, we have been working increasingly on content and partnerships with artists, creators and influencers that inspire these creations, explains Flvia Giordano, Marketing Director at Faber-Castell.
The robust content production strategy has the support of influencers who combine a passion for beauty, art and stationery. They were designed to reach the most varied audiences in content formats native to the platforms and already known to their followers, bringing everything from the most creative and inspiring, with a focus on art inspiring makeup, to GRWM and ending with a review of the makes, which deliver the characteristics of the line’s products in more detail, teaching ways to apply them.
It was based on powerful conversations on TikTok that we thought of our digital campaign strategy, piggybacking on existing trends to include our brand in the conversation. Like the target of Quem Disse, Berenice? young and very connected, who consumes, creates and shares content, making this communication using native formats and language would be like speaking the same language, explains Sylvia.
On the creator front, we have names like Carolyna Borges, Ellora Haonne, Gabe Zanqui and Paty Leda; for get ready with me, a viral TikTok format, we have Lu Foresti, Maria Jlia and Monique Lindmann; Finally, Jana Taffarel, Marina Guimares, Anglica Silva and Ana Ruy review the complete line. With this squad recognized by the consumer, deliveries speak directly to the target audience and, specifically, with the campaign proposal that defends creative freedom as a path to the conception of one’s own beauty.
Gabe Zanqui And Maju de Arajo show new brand collab (Photo: Divulgao/Faber Castell/Quem Disse, Berenice?)
During the launch period, which runs until February 11th, it is possible to purchase the products with a 20% discount on all of the brand’s sales channels, which are physical stores across the country, e-commerce, with resellers in the Eu catalog Amo Make or on the official WhatsApp: 0800 744 2000. Furthermore, consumers interested in experiencing a moment of experimentation can book the Make Menu service on the Quem Disse, Berenice? or at the nearest physical store, to guarantee an incredible make-up with the collab products, reversing 100% of the amount invested, R 139.90, in products chosen from the brand’s portfolio.
Serbian
Illuminator in Basto Who said, Berenice? and Faber-Castell Suggested price: R$ 56.90
This highlighter stick has everything it needs to be the new darling of cribs, as it provides impeccable shine, is easy to apply and smoky. This way, the glow is natural, delivering just the right amount of luminosity, in a unique shade of gold. It also has good pigmentation and high durability, thanks to its formula with a texture that adheres very well to the skin. The product is vegan and free from animal cruelty.
Brand Clios Mask Who Said, Berenice? and Faber-Castell Suggested price: R$ 59.90
The Mask Marks Who Said’s Eyelashes, Berenice? in collaboration with Faber-Castell guarantees very pigmented and highlighted lashes, with a formula that allows the construction of layers for an even more intense look. Furthermore, it has good durability, does not form lumps and provides adequate lengthening and volume. The product is vegan and free from animal cruelty.
Eyeshadow Palette to Color Who Said, Berenice? and Faber-Castell 7.6 g Suggested price: R$ 99.90
This new palette is the ideal option to bring even more color to your makeup, with six shadows with a matte, satin and super-gloss finish, which combine with each other and can create a multitude of very creative looks. It guarantees maximum pigmentation from the first pass and prolonged durability. The product is vegan and free from animal cruelty.
Box of Metallic Colored Eye Pencils Who Said, Berenice? and Faber-Castell 1.1 g (each) Suggested price: R$ 99.90
The box has four eye pencil options that deliver incredible metallic colors, with a soft texture and easy application. Furthermore, they help to form precise and ultra-pigmented lines, which make the makeup even more highlighted. They are sustainable and made with reforested wood, vegan and free from animal cruelty.
Jumbo Multifunctional Pencil Who Said, Berenice? and Faber-Castell Suggested price: R$ 29.90 each
Available colors: Pink, Red and Apricot
This new product, available in three colors, stands out for its incredible adaptability in use due to its creamy texture and semi-matte finish, and can be used to contour and fill in the lips, blend on the cheeks and outline or shade the eyes. They are also sustainable and made with reforested wood, vegan and free from animal cruelty.
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