o Boticário
w3Haus | 2024-Present | Head of Creative
With over a year working on launch campaigns for Brazil’s most loved beauty brand, here’s a selection of some highlights and the results each one 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 🍒
Objective: Launch a new body care line with a bold and sensual positioning, tapping into the cherry aesthetic trend to build cultural and visual relevance.
WHAT WAS DONE
The concept “Activate your Sexy Cherry Mood” was brought 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
Objective: Launch a new men’s fragrance rooted in freshness and strength, aiming to expand the brand’s connection with its male audience through sophistication and a strong emotional identity.
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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.
Cuide-se Bem Amoruda
Objective: Launch a new sub line for Cuide-se Bem, led by its hero product: a powerful anti-chafing stick that stands out from the competition in both size and performance. The goal was to build a strong sense of community around a real, everyday struggle, and turn it into something to be proud of.
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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
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.
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.