o Boticário

w3Haus | 2024-2026 | Head of Creative

Across nearly two years leading launch campaigns for O Boticário, Brazil’s most loved beauty brand, these are some of the projects that stood out and the results they delivered.

From bold fragrance drops to inclusive product launches, each campaign had its own goal and was crafted to connect culturally and spark conversation. I led art directors and copywriters in shaping those ideas, from strategy to execution across social.

Nativa SPA Cereja Rouge 🍒

A bold, sensual body care launch tapped into the cherry aesthetic trend to build cultural relevance and instant visual appeal.

WHAT WAS DONE

The concept “Activate your Sexy Cherry Mood” came to life through a co-creation experience featuring Cleo Pires as guest director for a one-day photoshoot with brand lovers. The activation turned fans into protagonists and generated aesthetic-first, highly shareable content across social.

RESULTS

Created a buzz-worthy moment that blended celebrity presence, community engagement and strong visual storytelling, all amplified across social media.

Clash

A new men’s fragrance launch centered on freshness and strength, with a more sophisticated and emotionally driven approach to the category.

WHAT WAS DONE

Led the full social launch campaign, from influencer briefing to event coverage and content rollout. Highlights include the on-site coverage of the launch event featuring world champion surfer Gabriel Medina and a series of AI-generated assets designed to express the fragrance’s freshness, impact and sensorial identity. All content followed an aesthetic-first approach and was crafted for performance across platforms.

RESULTS

A cohesive and visually elevated launch that positioned the new fragrance with clarity and distinction in the men's category.

Malbec Black Legend

In a World Cup year, Malbec introduced Kaká as its new brand ambassador, connecting Brazil’s best-selling fragrance with one of the country’s most iconic cultural territories: football.

WHAT WAS DONE

We led the social campaign around Kaká’s announcement as Malbec’s new ambassador, including the concept for an iconic image bringing Kaká and Fabio Cannavaro together at Maracanã Stadium. The idea was to frame legends in one of football’s most symbolic settings, with Malbec at the center of the moment.

RESULTS

The launch strengthened Malbec’s cultural presence during a World Cup year, connecting the brand to one of Brazil’s most powerful cultural territories while reinforcing the relevance of the country’s best-selling fragrance.

Cuide-se Bem Amoruda

A body care launch led by an anti-chafing stick, turning an everyday discomfort into a playful, community-driven conversation.

WHAT WAS DONE

We created the concept Tropa das Coxudas — a playful term celebrating women with thick thighs — and led the campaign across social. A common discomfort was turned into a cultural conversation, using humor, real talk and aesthetic-first content. The campaign featured community creators, influencer seeding, 3D-generated assets, and a hero film shot entirely on mobile.

RESULTS

The campaign became a movement. The product sparked buzz, the community embraced it, and the conversation took over social.

Christmas 2024

Beyond the full rollout of holiday content across social, the highlight was a special editorial shoot designed specifically for Pinterest.

WHAT WAS DONE

Christmas campaigns at O Boticário are already among the most anticipated in Brazil, known for their emotional and culturally resonant storytelling. For 2024, we proposed an additional layer: a special editorial shoot for Pinterest, designed to bring a warmer, more aspirational aesthetic to the season and support the brand’s growing presence on the platform.

Make B. Pincéis Acessíveis

O Boticário became the first beauty brand in Brazil to launch makeup brushes designed for people with disabilities. We led the social campaign to communicate this innovation with sensitivity, bringing representation to the spotlight.

Men NBA

For the launch of Boticário’s men’s grooming line in partnership with the NBA, we created elevated visual content that blended the iconic NBA identity with the brand’s own codes. The result was a sleek, masculine campaign that spoke authentically to its audience.

Make B. Urban Ballet

For the comeback of a beloved collection, the Urban Ballet campaign brought a romantic-meets-urban aesthetic. Beyond producing the full rollout across social, we also led creative direction for influencers’ content and 3D asset development.