Introduction
In a world where self-care routines continue to evolve, new trends address aspects often overlooked in personal care. A recent campaign by O Boticário shines a light on an essential yet frequently neglected part of self-care: the menstrual cycle. This initiative exemplifies how brands can engage with their audiences on sensitive topics while also utilizing innovative marketing strategies.
O Boticário, one of Latin America’s leading beauty brands, has recently launched the “Geração Cereja” campaign alongside its new line, Cuide-se Bem Cereja de Fases. This forward-thinking campaign leverages TikTok’s Brand Takeover advertising format, making O Boticário the first beauty brand worldwide and the first across all categories in Latin America to implement this approach. The campaign targets a broad audience, marking a significant moment in the realm of digital marketing.
The creative direction, developed in collaboration with the agency SoWhat, recognizes a vital truth: self-care routines have become increasingly intricate, and yet a key component—the menstrual cycle—has often been overlooked. Geração Cereja aims to bridge this gap, fostering a sense of unity across generations around a common experience: menstruation. Far from being an age-specific issue, the focus is on tuning into one’s body and tailoring self-care practices to align with different phases of the menstrual cycle. The campaign features Mel Maia, a representative of a new generation that excels at beauty tutorials while also understanding the importance of comprehensive self-care.
The media strategy not only encompasses the Brand Takeover but also integrates the TikTok Pulse format, placing the brand’s content after the most-watched videos on the platform. This clever approach emphasizes the campaign’s provocative nature. Rather than directly addressing menstruation-related topics, O Boticário has opted to engage a beauty-focused audience that may not typically connect their skincare routines with their menstrual health.
After consuming some of the platform’s most engaging self-care content, viewers are met with the message from the Cuide-se Bem Cereja de Fases line, encouraging them to embrace a more empathetic approach to their body throughout the menstrual cycle. “This campaign is a new milestone for how O Boticário engages with media and content. Being a pioneer in using a Brand Takeover in the beauty sector isn’t about merely occupying space; it’s about reshaping how brands can achieve cultural relevance on digital platforms,” explains Carolina Carrasco, Director of Branding and Communications at O Boticário.
Sofia Ricciardi, Executive Director of SoWhat, emphasizes the campaign’s unique approach, stating it breaks the mold of conventional media usage. “This format captures the audience’s highest attention on TikTok, but novelty alone loses its impact without a broader context. We aimed to transform the app’s opening into an invitation for self-care during the various stages of the menstrual cycle, using media innovation to bolster the Geração Cereja message in the realm where beauty and care are profoundly influenced.”
Through Cuide-se Bem Cereja de Fases, O Boticário reinforces its commitment to self-care while strategically utilizing digital platforms. It invests in innovative solutions that enhance reach, foster engagement, and cultivate cultural relevance. This campaign not only shifts the focus of beauty conversations but also facilitates essential discussions around self-care practices that extend beyond surface-level beauty.
Conclusion
The Geração Cereja campaign stands out not only for its innovative marketing strategies but also for its commitment to addressing an often-taboo topic in a relatable and engaging manner. By encouraging conversations around the menstrual cycle and self-care, O Boticário paves the way for brands to foster deeper connections with their audiences. Embracing such initiatives allows for a more inclusive narrative that champions every aspect of individual care, ultimately enriching the conversation around beauty and wellness.
