Project, developed in partnership with SoWhat, seeks to connect with drama fans through different actions
Boticário launched a project aimed at dorameiros that consists of changing the facade of the concept store, located in the Pinheiros neighborhood, in São Paulo, which will have its front temporarily personalized with visual elements in Korean. In addition, the brand will offer exclusive actions during the period, including a drink inspired by the dramas, a personalized menu for the ‘gift station’ and giveaways.
The brand, in partnership with the agency SoWhat, created actions with elements that transport fans to a universe similar to the scenes of dramas. Created in collaboration with the partner coffee shop, Amor Espresso, the banana latte drink was developed with a base of banana yogurt, espresso coffee and salted caramel syrup, accompanied by the signature candy of Asian audiovisual productions, Kopiko.
The menu of the exclusive space for customizing gift packaging, the ‘gift station’, will also get new looks including a new portfolio of stickers, buttons, decorations and personalized ribbons.
The action started when Boticário launched his own drama on TikTok. The brand will also promote a ‘meet & greet’ next Saturday (26) at the concept store so that fans of the short film can meet the protagonists Heron, Akira and Clarette in a dorameiros meeting.
“By paying homage to dorameiros and bringing elements that refer to their favorite universes, we want each visit to our concept store, which is already a reference in exclusive experiences, to be an opportunity to experience this passion in a unique and memorable way. We are very excited to create this connection, celebrating both Korean culture and the authenticity of our consumers”, says Marcela de Masi, executive director of branding and communications at Grupo Boticário.
