O Boticário has just entered the Guinness World Records for the largest simultaneous unboxing in the world. The event took place this week at the São Paulo Biennial Pavilion, where more than 1,080 franchisees, content creators and fans of the brand came together to break the record and celebrate the launch of the new Cuide-se Bem and EGEO lines inspired by the scent of watermelon.
The feat, which is unprecedented for the brand, was led by Renata Gomide, VP of Consumer at Grupo Boticário, who began the ceremony by inviting participants, present in person and also virtually, to open the special kits containing the long-awaited products from the new Cuide-se Bem and EGEO Melancia lines.
According to Marcela De Masi, executive director of Branding and Communications at Grupo Boticário, the unprecedented achievement of the Guinness World Record is an important part of the launch’s communication strategy, as it highlights the grandeur of watermelon, the viral fruit of the moment, with a robust product portfolio that lives up to its size. “This historic moment with Guinness is the celebration of a digitally native strategy that has put the consumer at the center from the very beginning. We started with a powerful insight that emerged on social media, with countless requests from watermelon fans. Then, we co-created with them to develop the fragrance and, now, we are taking the launch of Cuide-se Bem and EGEO Melancia to a new level, with an unprecedented action that reinforces the success of our exchange with this consumer”, she highlights.
In addition to the strength of the portfolio of the sub-brands, which bring in their development strategy attributes that connect with GenZ, the movement created by the SoWhat agency begins a new chapter in the communication of Cuide-se Bem and EGEO, marked by the co-creation and mobilization of the community of lovers of the brands. “With the insight of achieving a record for the launch of this action, we believe that we were able to transform the unusual into a legacy. Winning the Guinness World Record puts into practice an agnostic view of going beyond the conventional and using co-creation and authentic engagement to build experiences that not only impact, but also generate brand credentials, redefining the role of Boti in the lives of its lovers”, says Sofia Ricciardi, Executive Director of Beauty & Fashion at SoWhat.
In May of this year, in a limited edition, Boticário announced the arrival of EGEO Fresh & Sweet Meli, the first fragrances co-created with the TikTok community, which sold out in 57 hours on the brand’s e-commerce site. Months later, the family grew with the expansion of the portfolio of the most viral fruit on social media today. Cuide-se Bem Melancia stands out as the Brazilian beauty brand’s bet, offering its largest portfolio of cosmetic products inspired by the fruit. The personal care line not only alludes to the size and grandeur of the Watermelon, but also expands the portfolio with a variety of winning options for Perfumery and Body & Bath items.
