The series world makes us dive into other realities, after all, who never imagined studying at Moordale school with Otis? Or dancing Bella Ciao with the striking jumpsuit next to Tokyo? Or even unraveling mysteries with Eleven and her friends? With that in mind, the Apothecary joined with Netflix to make the fan of the series Sex Education, The Money Heist e Stranger Things “feel what goes on in the series”, a creative concept that brings relaxed communication, generating a connection with the botilovers and fandons of the series, which are true phenomena in the streaming network, by launching exclusive products, in limited edition, of the brands Take care, Intense e Aegean.
Renata Gomide, Marketing Director of Grupo Boticário, says:
“We are delighted to continue this partnership with Netflix, which began between Floratta and Bridgerton earlier this year, and now continues with a collab of products inspired by some of the series most loved by Brazilians and worldwide. We managed to unify the self-care routine with facial and body care products, room fresheners, make-up and perfume, with the moment of relaxation and relaxation that exists when marathoning a series. Once again, we observe that the movement of collaboration between brands that have synergy strategically delivers for the generation of value and consumption.”
The creative proposal by PROS, O Boticário’s public relations agency, tells the news in stages that initially generate curiosity and desire among consumers, with videos produced by Square Pixel. “We saw here the union of two powers in their expertise and the possibility of exploring the world of series to the fullest.
That’s why we brought the spoilers, which are well known by the fandoms, to Boti’s social networks and to provide the official announcement of the launch of the products. We have special films in which the products are allocated in the most iconic scenarios and scenes of the titles, such as easter eggs from the series”, comments Fernanda Tchernobilsky, Co-CEO of Agência PROS.
In the scenes, when they have the clapperboard for the scene cut of the series, all the products of the lines come to life. With irreverent illustrations of eyes, mouth and arms, they interact with each other, highlighting the “feel in your skin what goes on in the series” with high spirits. In Sex Educationthe scene takes place in the bathroom at Moordale School, where Otis used to advise fellow students who were also “patients”.
Over there, with a young and cool tone, Egeo Sex Education Deodorant Cologne, Deodorant Moisturizing Lotion Take Care Moisturizing Girl, Super Glitter Multifunctional Shiny Girl it’s at Eye Pencil Pallet highlight the ideal points for an empowerment ritual based on self-care and makeup products.
For The Money Heist, the Bank of Spain, the show’s landmark location, where the most famous assailants gathered hostages, is the stage of the show. To the sound of a funk version by Bella Ciao, Foot Mask Take Care of Yourself La Casa de Papel, Moisturizing Lotion Take care of yourself Paper House – Bella Ciao Dry Skin! deliver friendliness and a lot of hydration – already the Superfix Intense Tint Lipstick strengthens its duration for up to 16 hours. to illustrate Stranger Things, we have the classic Byers room with the famous light bulb game and the coded messages that helped Eleven and her friends connect with the Upside Down. There, Ambient Spray Take Care – ‘Smell of mystery in the air’ comments that he could have called Eleven with the smell of Waffle – while Peel Off Face Mask Take Care of Yourself – Pore Terror regrets not having helped to remove oil from the faces of young people frightened by the discoveries of the Upside Down.
The films are available on all Boticário’s proprietary networks, as are the campaign initiatives with content creators – curated by the Publination agency. The media strategy is carried out by AlmapBBDO and the social networks by the W3Haus agency.
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