Boticário co-creates products with consumers through TikTok

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The “Boti dos Sonhos” project, created by the agency SoWhat, also inaugurated TikTok’s “Duo Mission” format on the continent

O Boticário invited its community of over five million followers on TikTok to co-create products they had always dreamed of. The “Boti dos Sonhos” project, created by the agency SoWhat, had over two thousand videos with the hashtag #BotiDosSonhos on the app. Of these, 567 pieces of content were pre-selected. From there, the brand produced four fragrances: the scent of wet earth, salt water, candy apple and star fruit.

“We have one of the largest beauty communities on TikTok in the world. And a large part of the interactions are requests for new products. This project allowed the community to ask for what they have always dreamed of directly from our product development specialist. We do not yet have plans to include the items in the portfolio, but we could not fail to offer our great project partners, the consumers themselves, an unforgettable experience to complete the mission, showing them the result of the inspirations in our factory”, explains Sylvia Branco, senior public relations and networks manager at Boticário.

The “Boti dos Sonhos” project co-created four fragrances: the scent of wet earth, salt water, candy apple and starfruit (Disclosure)

Consumers and fans of the brand who suggested the products also visited Boticário’s factory in São José dos Pinhais (PR) to see the results first-hand. The action also inaugurated TikTok’s “Duo Mission” format on the continent: a function that divides the screen and allows the user to publish their video side by side with a video from another TikTok profile. In this way, the brand’s “lovers” shared their ideas for new products.

“In addition to launching a fun and engaging format in Latin America, we asked ourselves how to transform it into a unique experience for the audience. The beauty community dreams and always asks for many products. So, we were able to transform what could have been a simple media format into a platform for listening and making these dreams come true. It is a truly unprecedented project,” says Sofia Ricciardi, executive director of beauty & fashion at SoWhat.