Signed by W3Haus, the piece stars influencer Ju Ferraz and includes publicity on social media
Quem Disse, Berenice? has launched a skincare line inspired by sweets through a campaign that unites the worlds of skincare and confectionery.
The new line of facial care products exudes the aroma of dulce de leche, brigadeiro and vanilla cone and, to generate connection with the public, the brand bet on a strategy with visual, auditory and kinesthetic elements to sharpen the senses and generate desire.
“Consumers no longer just want to buy the product, but rather the experience it provides and the conversation it will generate on social media. As a brand that has a TikTok First strategy and mainly engages with Generation Z, known as the most connected, it is a premise to plan actions that will provide these interactions”, explains Marcela de Masi, executive director of branding and communication at Grupo Boticário.
Created by W3Haus, the piece stars influencer Ju Ferraz and addresses the skincare routine through aesthetic and sensorial content. The brand also expanded its communication by sending kits that stimulate the senses to creators, in addition to including content produced by influencers from complementary segments, such as beauty, skincare and confectionery.
“Our campaign draws a parallel between the sweetness of cooking and the pleasure of daily self-care. We created a language that speaks to Generation Z, who massively consume cooking content and routines on TikTok. As a strategy, we invited influencers outside the skincare universe, adopting the aesthetics of the culinary ‘bubble’ to present the products in an innovative way”, says Domenica Camatti, creative head of W3haus.
