Boticário launched a special project for drama fans, celebrating the growing popularity of Asian culture in Brazil. The brand’s concept store, in Pinheiros, São Paulo, will have a personalized facade with elements in Korean, as well as exclusive actions, such as a themed drink, special menu for personalizing gifts and giveaways.
Developed in partnership with the SoWhat agency and the Amor Espresso coffee shop, the project includes the “Banana Latte” drink, made with banana yogurt, espresso, salted caramel syrup and Kopiko candy, a typical item from dramas. The drink will be sold for R$18.30 during the campaign.
The gift personalization space, Gift Station, will also have new options for stickers, buttons and ribbons inspired by the drama universe. The action comes after the launch of the Boticário drama on TikTok in June, which was the fourth most engaged content on the platform and brought 16 thousand new followers.
On October 26th, the brand will promote a meet & greet with the protagonists of the brand’s drama, Akira, Clarette, Milena Esquierdo and Júlio NG. The event, open to the public, will be at the Pinheiros concept store, from 11am to 2:30pm, with limited sessions for 15 people at a time, on a first-come, first-served basis.
“We are always attentive to the movements and passions of our community, and Korean culture, especially dramas, which has been gaining a significant space in the hearts of Brazilians. This action is yet another way of strengthening ties with our consumers, providing experiences that go beyond traditional consumption and truly connect with what moves them. 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”, comments Marcela de Masi, executive director of branding and communications at Grupo Boticário.
Perennial action: reflection of active listening to the consumer
The action, designed to attract dorameiros, reflects Boticário’s ongoing commitment to building a long-term relationship with its consumers, based on active listening and analysis of emerging behaviors and trends. The creation of the drama on TikTok and the personalization of the concept store in Pinheiros are not only immediate responses to the success of this trend, but part of a constant strategy for the brand, adapting and co-creating with the public.
For Marcela De Masi, executive director of Branding and Communication at Grupo Boticário, these actions reinforce the sense of belonging between the brand and its consumers, highlighting the company’s ability to invest in relevant content and trends, in addition to building a solid and long-lasting with its brand lovers.
“We thought of an action that used relevant aspects of Asian culture to impact brand lovers, reinforcing this cultural phenomenon that won over the Brazilian public and which has a strong connection with Botilovers. From the customization of the concept store, drinks, menu, to gifts, everything was designed in an integrated way to offer a unique and phygital experience”, says Ana Catharina Bessa, PR and Influence manager at SoWhat.
