Malbecmen’s perfume brandApothecary, has just won another item in its portfolio:Malbec Xa fragrance that arrives as a limited edition with X Factor, an exclusive little secret that awakens sexual desire and increases the power of attraction proven by neuroscience.
The brand believes that the sense of smell helps to arouse a greater sensation of attraction and sexual desire and, therefore, developed the launch that stirs the senses and helps to warm up the atmosphere even more. Created by perfumer Christophe Raynaud, creator of iconic fragrances in international perfumery, the novelty brings maximum sophistication and sensuality with the aromatic freshness and woody characteristic of Malbec.
For the launch of the fragrance, the campaign strategy was built with the objective of generating quality conversation with the target audience and arousing desire for Malbec X. For this, the brand went after listening to what people say about the themes of sex and seduction, exploring territories and interests, identifying opportunities for relevant dialogue that materialize in content with innovative formats that convey the sensoriality of the novelty.
“To develop this strategy, we thought of communication actions with personalized messages that would help us generate reach and identification with our audience, to speak in a seductive and sophisticated way with the most shy to the most explorers and fetishists in this universe. After all, Malbec X awakens sexual desire, proven by neuroscience, and everyone is very welcome to live this experience”, explains Marcela de Masi, Communications Director at O Boticário.
Under the so-called “New Malbec X. The chemistry of desire”, in an action created by the agency SoWhat, anonymous couples, celebrities and content creators star in the effects of the X Factor. produced several posts for their networks, where they surrendered to a context full of seduction and sensuality. Complementing the strategy, anonymous couples were invited to a sensual rehearsal. All this to prepare the public for “the hottest day of the year” – March 13th, the official launch date of Malbec X.
For this, the choice of profiles to compose the campaign followed the criteria of couples recognized for their chemistry and connections, having synergy with the new item in the Malbec X line.
“We seek to choose profiles that bring representation to our consumer and that could open this conversation in a close and real way, proposing a discussion on the chemistry of desire in a plural way”, says Marcela.
In addition toloversof the brand, Babu Santana and Lívia Nascimento, Jéssica Ellen and Dan Ferreira, Péricles and Lidiane Faria, Leo Santana and Lore Improta, André Nicolau and Marcello Henrique, Aline Wirley and Igor Rickli, André Coelho and Anna Clara, André Brasil and Samantha, Michele Passa and Bruno, Paolla Oliveira and Diogo Nogueira, Mahmoud, and Sérgio Malheiros form the campaign team.
The novelty features a hot film, designed by AlmapBBO, starring Paolla Oliveira and Diogo Nogueira, elected couple of the year in 2021 for having super chemistry, and which speaks directly to what Malbec X causes.
In the short, the singer appears getting ready at home and passing the fragrance of O Boticário. When spraying the product, the tip of a wick lights up and starts to catch fire. Finally, Diogo and Paolla heat up the atmosphere, followed by the moment when they take off each other’s clothes while the fuse remains lit until it reaches its climax. The campaign, developed by AlmapBBO, debuted in the national territory with broadcast on TV and digital channels, with unfolding pieces for OOH.
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