For this project I was responsible for managing the creative and positioning strategy, working with a creative team and partners to develop visuals , videos and text for the new positioning launch, and connecting with stakeholders to ensure that the new messages were effectively communicated across all media channels.
With millions of representatives,
the beauty direct sales
are booming in Brazil.
And Grupo Boticário had the 4 most beloved brands already on the direct sales market, but with separated operations:
O Boticário, O.U.i, Quem Disse, Berenice? and Eudora.
In 2023, all four brands
unified operations.
And to create value on this change, communication had to follow and create a new branding strategy, now not as individual brands, but as a united group, with brands and representatives.
The challenge was to create a strategy strong enough to:
> Create a sense of belonging
> Unify all the 4 different brand voices and representative personas
> From offline to online, be consistent enough to be cross-channel
> Create a compelling concept that encapsulates the union's benefits and provides solutions to representatives’ daily challenges
A new concept to guide
communication movements:
Partnership and belonging
Plurality, diversity. Multi-brands, opportunities, solutions, etc.
Brands' territory
The
Manifesto
The brands of Grupo Boticário are coming together, but this addition becomes multiplication when you’re with us.
Together, our beauty boost more lives, and horizons become easier to reach.
Because when we stand side by side, love, shine, boldness, and sophistication transform into opportunities for success, celebrating in a space that is uniquely ours.
Together, our beauty creates more complete and practical solutions, empowering you to unleash the full potential of your entrepreneurial spirit. Whether you’re close to your clients or spreading beauty effortlessly, wherever you are.
We multiply the power of our beauty, uniting O Boticário, O.U.i, Quem Disse Berenice? and Eudora into a single reselling experience.
Now, the future lies ahead, inviting us to join hands and dive into this universe of endless possibilities.
What will we achieve today, together?
Grupo Boticário Representatives.
Together, our beauty is multi.
BRAND
BOOK
PHOTO
SHOOTING
GUIDELINES
to represent the concept and it's pillars
NEW STORE
VISUAL
MERCHANDISING
welcoming text and visuals to celebrate this change and invite representatives to try new products
NEW APP
REBRANDING
what before were different apps, became one, with a single visual and new features
HUNDREDS OF
DIGITAL CONTENTS
AND A KILLER VIDEO AD FOR THE OFFICIAL LAUNCH
