The whole world was polarized, but in Brazil things were even worse, with a radical president running for reelection and people diving deep into hate.

Among all the chaos and polarization, we had to run our Christmas campaign. And instead of ignoring the hate around us, we decided to position the brand.

We’ve made a film that relates to the content on TV: specific scenes on shows and news that portraied hate were followed by a film that represented the situation with a metaphor and ended with a message of love and unity.

With the whole society divided and hate spreading all over, we decided to touch people’s heart just before Christmas.

O Boticário is the biggest beauty brand in Brazil and is a classic choice of Christmas gift, which makes its audience really huge, spanning a big portion of the population.

The campaign had to relate to mostly everyone, so taking on a topic such as the polarization in society, although risky, was a way of connecting to all Brazilian people.

For the first time, a brand was given previous access to the news hours content and soap operas scripts, so that we could program specific versions of the film that related to whatever was being showed before the ad break.

Brand health was measure at 88%, which is a huge achievement for such a big brand and a delicate topic.

Sales went up, with an increase of 18% in active clients, comparing to the whole year of 2021. Hair products sold 42.5% more than the previous year, perfume sales went up 33% and personal care products sold 25.8% more.

The whole group O Boticário grew 31% and the brand became one of the 10 more influent brands in Brazil, according to Ipsos Institute.