In a context where content consumption is increasingly accelerated and public attention is fragmented, a creative marketing strategy has ceased to be a differentiator and has become essential. Based on this rationale, the beauty expert brand Who Said, Berenice? launches a skincare line inspired by sweets, through a campaign that, in a creative and unusual way, combines skincare with confectionery.
The new line of facial care products, consisting of a cleansing gel, exfoliant, facial moisturizer and lip gloss with “edible” fragrances, exudes the aroma of dulce de leche, brigadeiro and vanilla cone and connects the brand to the olfactory trend of gourmand fragrances that has invaded the beauty category. To generate connection and engage the target audience in the conversation, the brand’s campaign strategy for the launch features visual, auditory and kinesthetic elements to heighten the senses and generate desire.
For Marcela de Masi, executive director of Branding and Communication at Grupo Boticário, communication actions connect with the new way of consuming the product.
“Consumers no longer just want to buy the product, but rather the experience it provides and the conversation it will generate on social media. As a brand that has a TikTok First strategy and speaks mainly to Generation Z, known as the most connected, it is a premise to plan actions that will provide these interactions,” said Marcela.
Created by W3Haus, the launch video showcases the sweetest skincare routine starring influencer Ju Ferraz, founder and host of the confectionery channel TPM, through aesthetic and sensorial content that explores the senses heightened by the new line. Continuing, the brand stimulates conversation in the community by sending the new line to creators in a kit that stimulates the senses, from smell to touch, accompanied by a series of content produced by influencers with strategically complementary profiles, from beauty and skincare to confectionery.
“Our campaign draws a parallel between the sweetness of cooking and the pleasure of daily self-care. We created a language that speaks to Generation Z, which massively consumes cooking content and routines on TikTok. With millions of daily views, these videos are among the most popular on the platform. As a strategy, we invited influencers outside the skincare universe, adopting the aesthetics of the culinary ‘bubble’ to present our products in an innovative way. By integrating Quem Disse, Berenice? products in different contexts, we reach a wider and more diverse audience, showing that everyone can have a sweeter routine with QDB’s new skincare line”, highlights Domenica Camatti, creative head of the agency W3haus.
Gourmand Fragrance Trend
The gourmand fragrance market has seen significant growth in recent years, reflecting consumers’ growing demand for unique and indulgent olfactory experiences. According to a recent survey by MarkWide Research, the booming market is driven by a preference for scents that evoke comfort and nostalgia. And this is how trendsetter QDB? positions itself, according to Marcela de Masi. This segment not only allows brands to differentiate themselves in a competitive market, but also stimulates consumer curiosity through multisensory experiences.
*Cover photo: Disclosure/ Quem disse, Berenice?
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