After the success of the debut in the universe gamer in 2021, The boticario returns to the virtual reality game Avakin Life, which allows the user to create their own avatar. The project will be active between February 22nd and March 5th, one of the most anticipated periods by game users – when the Carnival.
The activation of the in-game store provides for exclusive activities for a limited period, such as the creation of two Carnival-themed blocks named after Boticário brands, the availability of tutorials and video content in the game’s virtual cinema, exclusive bots, challenges and makeup and hair, encouraging the player to dare to customize avatars, enjoy the revelry virtually and bring the tips to the off-screen world.
The brand’s interest in intersecting the universe of beauty and games is a reflection of the context in which we operate: constant connectivity and uncertainty in the physical world, as revealed in the eighth edition of the Game Brasil Survey (PGB), published in April 2021.
According to the study, 75.8% of Brazilian gamers played more during the period of social isolation and 72% of the Brazilian population plays some type of video game. The bet on the game universe by Boticário began in 2021, when the brand became the first in the segment to bet on activations in Avakin Life.
“We need to understand this audience in depth, actively listening to the community and, from this listening, connect our brands with the relevant language, products and services, linking the audience to a personalized strategy. We cannot talk about the evolution and construction of the future of our business and communication, without being connected with gamers” – comments Natalia Calixto, Director of Media, BI, CRM & Insights.
The new project, conceived by the brand in partnership with BBL, a one-stop-shop company specializing in games and eSports, and with the AlmapBBDO agency, will unfold in two virtual Carnival blocks, which will be named after Boticário das makeup and hair categories: Bloco Intense and Bloco Match, respectively.
During the period, activations will engage and provide benefits to players, who must choose one of the blocks that will be in Praça do Brasil to enjoy the revelry, where they can interact with the action and earn points. In the dynamic, the champion block will win a special party, open to the public and themed with their colors.
About the choice of the new activation being exactly in this festive period, the CEO of BBL, Nando Cohen, explains “Carnival is a date that has everything to do with O Boticário and with BBL’s expertise in the segment of games and eSports, let’s create moments specials through beauty and insert the brand in an even more natural and effective way in Avakin, always bringing actions in which the gamer is rewarded with advantages and benefits. Everything was thought to improve the community experience with the brand”.
In addition to activations around Carnival, players will have access to O Boticário skins that can be purchased at the brand’s store, where consultant Thaty will be ready to receive them. The customizations refer to real products from the makeup and hair categories, translating the selected portfolio items for this new entry into colors and benefits.
As for makeup, we have as options the Eye Pencil Aubergine Eyes Artistic Grape Intense by Manu Gavassi, the Matte Compact Blue Eyeshadow for Meditating Intense by Manu Gavassi, the Creamy Pink Lipstick 260 Intense, among others. And for hair, among the variety of items, we have the Match Tonic of Growth.
Another unprecedented action will be the exhibition of videos with make and looks tutorials at AvaBytes, the game’s cinema, so that players can also enjoy the tips outside the game.
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