After two years without June festivals, one of the most traditional celebrations in Brazil, the return of in-person popular festivities stirs the hearts of a large part of the population — especially for the Northeast Region, where the culture of São João drives the economy of several states. . And Boticário, the beauty brand most loved by Brazilians and Northeasterners, according to Kantar Consulting, in a survey carried out in 2021, which brings love among its main pillars, could not fail to celebrate this reunion between the Northeastern people and their culture.
With that in mind, the brand puts its São João campaign on the street for another year, embracing the main festivities of the Northeast Region, bringing love for reunions and, of course, the official song of O Boticário, “Se aprochegue São João”, traditional of the campaign, which already lives in the heart of the northeast. The song that has been part of the June festivities for four years, this year marks the campaign “Vamos onde o Amor está”, which brings in its essence the emotion of reunions, whether through music, affection and nostalgia, after two years no face-to-face events.
This year’s film stars Elba Ramalho and Matheus Fernandes, two names from different generations who connect the tradition of São João northeast to the modernity of hits and current choreographies that are successful on social networks. The artists will also be present in Caruaru, getting closer to their audience and celebrating this moment with the brand, uniting generations and mixing xote with “pisêro”, in an updated version of the anthem of São João do Boticário.
Calendar of events…
O Boticário foresees a series of activations in the main events in different cities in the northeast. “We will really go where love is. And, to tell this story, we will be present in several incredible places”, celebrates Jacqueline Tobaru, Regional Marketing Director at Boticário. Some of the parties at which Boticário will be present are in Caruaru, which, according to the organizers, is the largest São João in the world: Imperatriz (MA) — Arraia da Mira, Patos (PB) — Festa na Roça, Campina Grande (PB) ), Recife (PE) and others.
To celebrate the brand’s reunion with its customers, several actions will be carried out. In Caruaru, for example, which brings thousands of people every year, O Boticário offers experimentation, instagrammable spaces, interactivity and surprise actions on the party stage. Make-up services (in stores and in dressing rooms located in hotels in the city) are promoted by the brand to celebrate this new moment and the return of São João in person. “Our activations will bring fun to visitors, but our social concern is always present; therefore, the brand’s stores in the city of Caruaru will serve as collection points for donations for those affected by heavy rains in Recife (PE)”, adds Jacqueline.
the campaign film
The campaign film is inspired by the tours carried out by the artists, mainly in the interior of the Brazilian states, in addition to remembering a habit of the northeast, which is to return home on the São João holiday. “With this campaign, we want to hitch a ride on this exciting journey through the region, reinforcing that, for us, this will be the São João do reencontro, that we go where love is”, reinforces Jacqueline Tobaru, Regional Marketing Director at O Boticário.
As every year, the brand brings exclusive promotions to Northeasterners and prepares discounts in its categories, such as perfumery, care and makeup. Among the products highlighted for the date are the fragrances of the Floratta and Arbo brands, darlings of the Northeasterners. “Every year, we do special São João actions in the Northeast Region; after all, we know about the love of the northeastern people for the date. O Boticário is a brand that has relationships and connections at its core. For us, being truly close to what makes our consumers happy is the foundation of the trust we want to generate,” he says.
Boticário and Nordeste – the importance of the region and the love for São João
It is not today that O Boticário is present at the São João festivities in northeastern Brazil. Last year, a live was organized by Gil do Vigor, with a show by singer Solange Almeida, for the campaign “Uma Saudade Chamada São João”; because, due to the pandemic, it would be the second year without face-to-face celebrations. The live also featured a social action with the aim of supporting Northeastern professionals involved in the festivity, who lost up to 40% of their income due to the pandemic. The São João party has been part of the brand’s calendar of actions for a few years, represented with the Orquestra Sinfônica de Exu, in 2018, with the 50th anniversary of the career of Elba Ramalho, in 2019, and with Dorgival Dantas for the first São João. Virtual João, in 2020.
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