For the launch of Nativa SPA Ginseng & Cafeína, O Boticário brings the entire campaign, created in partnership with AlmapBBDO, designed for intense routines, inviting the public to #NativaSPADesaperta, through conversations on social networks and a photo shoot with content creators who talk about the topic and feel these discomforts in their skin.
The movement, which brings the discomfort of body swelling, also encourages moments of decompression and relief for common complaints, especially for women who, in addition to suffering more from swelling, often have to deal with double shifts and little time for work. self care.
The running routine makes the body respond to tiredness in several ways, one of them being swelling, which is felt in the marks that clothes, shoes and accessories leave on the skin, in the discomfort shaking self-esteem, bringing irritability and many other complaints to the skin. lose sight.
All these annoyances make people feel unwell, from the inside out, and interfere with their well-being, making it difficult to restart their daily lives with energy and disposition. Thinking about relieving swelling and providing moments of self-care, O Boticário brings a line of products that, through the unprecedented combination of potent actives of ginseng, caffeine and nutritious quinoa oil, combined with a self-massage ritual, show results in the first two weeks of use.
Marcela De Masi Nogueira, director of Branding and Communication at O Boticário, says:
“We are always attentive to the needs and desires of the brand’s consumers and, through an internal survey, we found that 73% of respondents indicated that they suffer from swelling in areas of the body, such as the abdomen, hands, feet, legs and arms, with 22% of customers showed a desire for products with properties to combat this discomfort. Therefore, in addition to bringing the physical solution with the new Nativa SPA Ginseng & Caffeine line, we also thought of opening up even more dialogue in Boticário’s channels with a campaign and different actions. We also invite content creators to bring their reports, encouraging consumers to talk about their real pain. And, in addition, we also have video and audio content for guided self-massage rituals, which can be accessed by QR Code on the packaging. All these movements to contribute to the routine and well-being of our customers”.
Generating conversations and exchanges with followers about the discomforts of swelling, which go beyond the physical, a squad of influencers, who live these discomforts in their busy routines, brings content to the networks sharing real pain and care tips; among them, self-massage linked to the use of products and the reinforcement of the #NativaSPADesaperta movement.
The model and influencer Lettícia Munniz, who is participating in the Boticário campaign, shared:
“Even when everything is very busy, I never stop taking care of myself. So, morning or night, when I go to take a shower, I always do a little something right out of the shower or before getting dressed. I always take time, let it be 5 minutes, to use something that feels good to the touch and through the smell, even better if it is a product that is good for me and for my skin”.
Influencer Joyce Kitamura also shared the situations she has been through:
“Changes that I need to make at the last minute regarding the choice of clothes I was going to go out. I had already planned that outfit, but it’s too tight when it’s too hot, and the leg ends up getting more swollen and thick, not getting into the clothes”.
The feeling is shared by Juliana Luziê, also an influencer, who told what she faces:
“Sometimes I want to wear clothes that are usually looser, but because I am very swollen, it ends up being tighter in the leg region”, and he also suggested tips that he usually follows: “what I do to get out of the tightness is to wear comfortable clothes and drink plenty of water, which is very important! And as I really like massage, I loved that Nativa SPA Ginseng & Caffeine has body oil, to leave the skin well hydrated, shiny/luminous and nourished”.
Lettic (@ letticia.munniz), Juliana (@julianaluzieeand Joyce (@joycekitamura), part of the influs team, also participated in a photo shoot that showed, through images in intimate moments, the real marks on their bodies after an intense day in their daily activities. And, with the care ritual and Nativa SPA Ginseng & Caffeine, they invited everyone to unwind in photos of glorified moments of product application and results.
Finally, the initiative also features a series of podcasts called “Guided Rituals”, with explanatory content that guide the step-by-step process of a correct, quick and easy self-massage, which can be performed at any time of the day with Nativa’s new products. SPA.
The Boticário campaign includes 30s films in a media plan that includes digital and closed and open TV, with national and regional insertions.
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