“The pleasure is all mine” is the concept of the launch campaign for Her Code Touch, the brand’s new fragrance
Boticário launched the new Her Code Touch fragrance and the “Mapa do Prazer” manifesto as part of the launch campaign. The movement will be led by actress Deborah Secco, who together with content creators and experts, will invite women to accept and touch their bodies. “The pleasure is all mine” is the key concept of the proposal.
The manifesto designed by the PROS agency and produced by Beltrame+, directed by filmmaker Marcela Jacobina. To support the campaign, Boticário carried out research in partnership with Think EVA, on female pleasure, which analyzed the behavior and perceptions of around 2 thousand women from different social contexts and age groups. The result showed that 60% of those interviewed do not dedicate themselves enough to their own pleasure.
According to Marcela De Masi, executive director of Branding and Communication at Grupo Boticário, Her Code is the first women’s perfumery brand in Latin America to take a position on the topic. “With the launch of Her Code Touch and the manifesto starring Deborah Secco, we want to continue to encourage women to discover their own pleasure, we go one step further”, commented the executive.
Names like Marcela McGowan, Marcela Ceribelli, Hana Khalil and Mari Williams are part of the squad of lifestyle and sexuality experts who will produce content for social media. In the first half of October, the campaign will be broadcast on television channels, such as the soap opera Mania de Você (Rede Globo) and Saia Justa (GNT).
Those responsible for communication are W3Haus on Instagram, SoWhat Agency on TikTok, Publination with content from creators and PROS in consultancy.
