Beauty brand and beer brand launch unprecedented collab in limited edition

Boticário Men, Boticário’s men’s care brand, presents an unprecedented collab that promises to unite daily self-care to one of the greatest national passions: beer. In a limited edition, Boti announces an exclusive line with Brahma, the 4th most valuable brand in Brazil, according to the ranking “Most Valuable Brazilian Brands” from Interbrand. Boticário Men & Brahma are scheduled for launch on July 24th, with items that carry the connection and synergy between the brands when the subject is creaminess and a lot of freshness.

The spontaneity of the Brazilian and the search for “simple and effective”, like the act of opening a beer, were some of the pillars that guided the launch and the unlikely partnership between the two iconic brands, which, in different ways, have been part of consumers’ lives for decades. And the strategy adopted by Boticário for the launch is part of a perennial action with regard to the main market trends, in addition to strengthening Technology and Innovation, maintaining the connection with the consumer as pillars of the brand.

Aligned with consumer behavior trends and with the objective of meeting expectations, the brand observed a movement of the male public in search of specific products for him, which enhances the entry of Boticário into the care routine of this public.

“Making a collab means integrating different universes in a playful and original way. What matters is creating complete and meaningful stories that emanate strength and connection with consumers. Boticário Men and Brahma join in this unusual partnership to offer creamy products with plenty of freshness, which combine man’s needs with a formulation enriched with barley and hops, typical ingredients from the world of beer capable of delivering functional benefits, such as hydration for the skin and hair strands. In addition, we worked on the development of a special fragrance inspired by the essence of brahmosity to awaken the main sensations of a very cold Brahma”,

comments Camila Arruda, director of the Men’s Care category at Grupo Boticário.

Bringing Brazilians together for national passions is the way that Brahma, the No. 1 beer, chose to be part of people’s moments of celebration. Therefore, this is not the first time that beer goes beyond its creaminess to give life to new products in unprecedented partnerships, as was the case with the recent launch of Rádio Brahma FM in Goiânia – the capital of the country’s cradle – or the partnership with premium meat brand Wessel.

This time, Brahma unites with Boticário in an unlikely partnership, but from universes that carry indispensable attributes of freshness and creaminess. Just as beer always needs to be cold and creamy, the same can be said for personal care products.

“Creativity and innovation are two fundamental flags for Brahma’s work. Since we launched the concept of “brahmosity”, we have challenged ourselves to take this creaminess to the next level, which goes beyond conventional advertising, to translate the positioning in a very visual and sensorial way. The partnership with O Boticário comes to show once again how much Brahma’s creaminess can extrapolate the universe of beer in products such as shaving foam”,

says Maurício Landi, marketing director at Brahma.

As a reinforcement of innovation, in addition to leading a dialogue necessary for male self-care, the portfolio is made up of seven items: 2-in-1 shampoo, shower gel, shaving foam, hair ointment, deo cologne and deodorant.

“The arrival of Boticário Men in collaboration with Brahma reinforces special signs of creaminess and freshness, in addition to bringing a differential to the heated male self-care market: the joy of brahmeiros”, affirm.

With the novelty, the items carry unique textures, such as creamy shaving foam, and the aroma composed by the union of the best of both worlds, the combination of freshness, already present in the entire portfolio of the Men brand, and the creaminess of Brahma, with a special touch of barley and hops in the composition, which deliver functional benefits, such as hydration for the skin and hair strands.

For perfuming, the line features the Fougère Ambarado fragrance – a combination of care codes with the world of beer: freshness, translated by notes of grapefruit, bergamot, ginger, and the icy accord combined with the creaminess of the “Brahma accord” and the sophistication of amber, vetiver and patchouli.

For hair and beard, the Boticário Men & Brahma 2-in-1 Shampoo keeps the threads clean in a refreshing way, removing oil from the threads from the first wash. While Boticário Men & Brahma Capillary Ointment does not leave residues on the strands, it has high fixation and matte effect, in addition to keeping the hair styled for up to 8 hours.

When bathing, the Boticário Men & Brahma Shower Gel, with an icy and fresh effect, cleans the skin without drying it out, conserving its natural hydration. As for specific care with the beard, Boticário Men & Brahma Shaving Foam has a calming action, is easy to rinse and allows the blade to glide smoothly, thus ensuring a precise shave, without skin irritation.

The Boticário Men & Brahma line is already available in Boticário stores throughout Brazil, e-commerce, in addition to the brand’s app, in Android and iOS versions. It will also be possible to place orders via WhatsApp via the number 0800 744 0010 – an official and secure number – directly on the device platform. Customers only need to contact the brand using this number to check availability in their region. There will also be the option of contacting a reseller of the brand at find.boticario.com.br. The cosmetic line does not contain a beer smell and is indicated for dermatological use, for people over 18 years old.

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