After reaching the TOP 3 in sales in 2023, Ypê launches a new campaign for Soaps Flor.
The year 2023 was essential for the Flor de Soaps line. Ype, which had significant growth, reaching the TOP 3 in the ranking of sales in volume, according to Nielsen* data. With this, Ypê announces the launch of its first 100% digital communication campaign for the Flor de Ypê brand #BanhoPremiumTodosOsDias.
“We are among the 3 largest brands* in volume and present in 40.3% of homes** in Brazil with Flor de Ypê Soaps, with products of the highest quality, high fragrance and sustainability. In this context, we bring a 100% native digital campaign, focused on bath time and influencers that will allow us to reach different consumer profiles, says Jean, director of Personal Care Marketing and Sales.
The action that features Viih Tube and a team made up of more than 100 influencers who together have a total of more than 220 million followers, including the participants’ Instagram and TikTok profiles. Among the prominent names are Fernando Fernandes, Camila Nunes, Flavia Pavenelli, Bruna Tavares, Paola Antonini, Mônica Salgado, Eslovênia Marques, Xamã and Mariana Xavier, in order to impact millions of followers on platforms such as Instagram and TikTok. The campaign is also made up of dozens of micro and nano influencers who add diversity and expand the concept throughout Brazil. Furthermore, a robust digital media strategy across different channels and creative formats will ensure the campaign’s reach and sustainability.
“In this campaign, we combined the Premium Bath trend, especially in evidence on Tik Tok, with our desire to bring the perfume and quality of the Flor de Ypê Line to people’s daily baths. A complete digital strategy based on the cultural relevance of a topic that people love, at the same time elevating the main features of the product in an integrated way of thinking about media and content”, explains Michele Carlos, Director of Content at DPZ.
Find out more about this Flor de Ypê line
The line of Flor de Ypê Bar Soaps has varied versions, seven in total, with fragrances with Essential Oils, a formula with Glycerin and Paraben Free, for a bath that leaves the skin feeling fresh and smooth. There are also Flor de Ypê Vegetal Bar Soaps, a line made up of a Vegetable base, Fragrances with Natural Ingredients, Hypoallergenic, in addition to being certified by the Brazilian Vegan Society, having recyclable packaging and being 100% Biodegradable. Flor de Ypê Liquid Soaps for body and hands have Fragrances with Essential Oils, Glycerin and Formula with Emollients that help with skin care and protection, in addition to being Dermatologically Tested. The product is offered in five fragrances: White Rose and Hazelnut, Apple Blossom and Raspberry, Freesia and Peach, Orange Blossom and Apricot and Coconut Water and Rosemary, in three types of packaging (Pump, Fliptop and Refill).
*Nielsen, Strategic Planner, Mercado de Sabonetes Barra, T. BR, T. Canal, FY 2023
**Kantar, Worldpanel division | In Home|T Panel. FMCG (Fast-Moving Consumer Goods) | Moving Year November 2022 vs Moving Year November 2021
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