The brand’s unprecedented activation sets up an exclusive space for guests
O Boticário teamed up with Narcisa Tamborindeguy to create an exclusive box with a privileged view for fans of the brand and Madonna for Saturday’s show (4).
The action was shared on social media with a conversation between Narcisa and O Boticário, with the host opening space for the brand to create its box.
The project continues the brand’s approach to the musical universe, which began in the Boticário box at the Taylor Swift concert and support for Lollapalooza. “We understand that part of our activities, as the brand most loved by Brazilians, is to provide our consumers, who we affectionately call botilovers, unique experiences. The Boticário box embodies a consistent performance in creating engaging narratives, which expand our presence in places that have not yet been occupied, attentive to current issues and upcoming trends”, he states Marcela de Masi, Director of Branding and Communication at Grupo Boticário.
The ambience of the box prepared by Boticário will feature elements of decoration, landscaping, candles and scenic lighting, which will be highlighted in the mansion with the use of the Casa 214 line, which includes liquid soap, home spray, aromatic stick and candles. The objective is to bring a touch of sophistication and warmth, which will be enhanced by the authentic atmosphere of Narcisa’s apartment.
“All of our campaigns with O Boticário are designed from a strong cultural context, and #CamaroteDoBoti couldn’t be any different. In addition to, of course, being able to hack one of the most cited moments of the year, we understand that Narcisa’s name would bring even more strength for our action because it is a profile that is always in the spotlight on social media and interacts in a super fun way with the public – even more so when it comes to Copacabana”, concludes Sofia Ricciardi, Executive Director of Beauty & Fashion at Sowhat, an agency responsible for the idealization and execution of the project.
