It’s not just the players and fans who went to the Cup this year — Club_Bmale grooming channel do Apothecarywent along to talk about beauty with Atlético Mineiro’s left-back, Guilherme Arana. To complete this team, o ex-BBB Arthur Picoli and other influencers were also invited to select the brand, in a conversation about its men’s products. Actions include the initiative called Publi de Bonito, which shows how easy it can be to take care of yourself and that moments of attention to yourself are a way to feel good and unwind. According to the former BBB:
“Keeping a beauty ritual in my routine, even when I’m traveling, is very important to me, because, in addition to being very good for self-esteem, it’s also a moment of self-care, which allows me a break to relax. I wanted to take the kit boti in the field with me on this trip, because it has the right items for a practical, uncomplicated and very efficient ritual.”
As the conversation boils over during the soccer tournament, Arana mentions the kits boti in the field, by Boticário, to show its self-care routine and reinforce that cake makers, whether professional or amateur, can also take care of themselves. According to him:
“We work in the sun, so protection is even more important because we are always exposed to radiation. I worry a lot about that and I always have my Boti kit with me, whether at home or on trips.”
The chat continues with reinforcements from Boti Love Center (CAB), which helps identify trends and stories related to the tournament to create content for the brand’s social networks. With her, comes the special squad with Edson Castro, creator of the Manual do Homem Moderno, @arthurpicoli, @thioliveiras, @alexcursino, @dilemes, @eiandrew and @guicury. All to boost engagement and boost product sales.
Created in 2019, Club B talks about the world of grooming, ranging from basic routines to more intense skin and body care. Last year alone, the channel grew by more than 80% in followers, making it one of the largest in the segment. With the strength of the community, the brand was able to obtain insights that helped O Boticário create best-selling products that meet the needs and desires of the public.
A survey by the W3haus agency, from Ecossistema Haus of Grupo Boticário, pointed out that around 30% of its followers follow football-related accounts on the network. With an eye on this public, the brand saw an opportunity to dialogue with a portion of consumers who have not yet connected with all the possibilities of self-care and increase the reach of the men’s line products.
Larissa Magrisso, Creative VP at W3haus, mentions:
“The Cup is a date that has everything to do with the Clu_B public. We identified that this would be a good opportunity to talk about male self-care, reinforcing that these are simple routines that can be part of the daily lives of each of our consumers.”
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