Campaign includes film, created by AlmapBBDO, broadcast on open TV, social media, fashion editorial with fans of the brand, among others
O Boticário launched a campaign for Nativa Spa starring Cleo to present the launch of Nativa Spa Cereja Rouge. The strategy encompasses a film, created by AlmapBBDO and produced by Landia and Raw Audio, broadcast on open TV, social networks and digital media, as well as a fashion editorial with fans of the brand, offline actions and for sales channels, with the concept creative “Take advantage of your sweet and explosive side.”
“Sensuality has always been an attribute recognized by Nativa Spa consumers, and Cleo arrives to bring even more truth to this narrative. Her intensity makes her the perfect choice to represent what we call the ‘Sexy Cherry mood’: being fragrant and proven to be more irresistible, thanks to the exclusive olfactory accord – an important step that we had not yet taken with Nativa Spa”, says Marcela De Masi, executive director of branding and communications at Grupo Boticário.
Cleo will start a movement to encourage women to enhance their sensual side on social media. The artist will share content alongside influencers such as Júlia Rodrigues, Carol Priante and Ju Romano. Cleo will also direct a fashion editorial to celebrate sensuality and mood “Sexy Cherry” with fans of the brand, the botilovers, who will be invited to be professionally photographed, with the entire creative concept of the launch.
The campaign will also “invade” Boticário’s broadcast channel on WhatsApp, with Cleo sending photos, audios, promotional coupons and exclusive tips on how to activate the #MoodSexyCherry. In addition, the brand also created the Sexy Cherry Drink, using cherry as a central element, which was developed for the coffee shop located in the O Boticário Lab de Pinheiros concept store, in São Paulo.
“We are used to seeing the care of the female body as something delicate. But, in fact, this moment of self-care helps to awaken this woman’s power, self-confidence. A power that, by transforming her, also impacts everyone’s reaction and everything around it, like in the launch film of Nativa Spa Cereja Rouge”, says Bella Eger, creative writer at AlmapBBDO.
