O Boticário has remained the most well-known and used cosmetics brand by gamers over the last three years, according to the Pesquisa Game Brasil 2024 (PGB). In 2021, the perception that the brand has synergy with games was 22.6%, since then, the brand has advanced 14.1%, reaching the milestone of 36.7% of respondents recognizing the brand’s presence and connection in this territory.
Over the past three years, the brand has consolidated its presence in the market with consistent sponsorships and strategic storytelling to strengthen the synergy between gaming and beauty, meeting the community’s desires and co-creating with them. “We want the gaming public to see us as part of this universe and as a brand that actively contributes to the market’s continued growth and gaining the visibility it deserves, including women,” says Marcela De Masi, Executive Director of Branding and Communications at Grupo Boticário.
Trajectory in the gamer territory
Em 2021the brand became the first Brazilian to invest in activations in Avakin Life – a virtual reality game – with an in-game hub store, which allowed the creation of skins inspired by products. The activation, which sought to understand the main opportunities within the virtual scenario, had a new format the following year, when the store was reactivated with a Carnival action with exclusive activities for users. In 2022Boticário has entered into a partnership with the female teams of Black Dragons, led by CEO, streamer and influencer, Nicolle Cherrygumms Merhy.
To continue empowering women from different backgrounds, she created the Heroínas do Game squad – made up of streamers, narrators, content creators and professional players – created a channel for sharing experiences on Discord and promoted its own championship, the Taça das Implacáveis. “Our actions and investments within the gaming ecosystem are essential steps towards a truly diverse gaming community and reflect what we believe: the future of eSports is inclusive. Brands that recognize and invest in the potential of women in this scenario are not only trying to promote equality, but also ensuring the sustainable success of an industry that continues to gain increasingly engaged and qualified followers”, adds Marcela.
Furthermore, in 2023Boticário was the first Brazilian beauty brand to sponsor BGS (Brasil Game Show) and expanded its presence in esports with the announcement of an unprecedented sponsorship of the inclusive women’s line of LOUD – the largest eSports organization in Brazil. In the same year, the brand launched Egeo Free Fire, a new fragrance inspired by the “Booyah” effect – an expression used in victories, featuring female players as the protagonists of the campaign. In 2024was present at Gamescom.
