Beauty brands commonly reach out to women at the moment in which they want to look their best: their wedding. But O Boticario, one of Brazil's leading beauty brands, decided to go for a different approach and stood up for women at a moment in which they need a self-esteem boost: when they're going through divorce. It’s the 21st century but divorce is still a taboo among Brazilians. Many women see it as a kind of personal defeat. To help change this, O Boticario created a project called "The Beautiful Ex", which launched a new tagline for the brand: "Believe in Beauty." Agency: AlmapBBDO, São Paulo.
Advertiser: O Boticário
Media: Online
Category: Health & Beauty
Title: Beautiful Ex
CCO: Luiz Sanches
Creative Director: Rynaldo Gondim
Creatives: Rodrigo Almeida, Rafael Gil
Production: ParanoidBR
Director: Heitor Dhalia
Executive Producer: Egisto Betti
Photograph Director: Camila Cornelsen
Post Production: Clan Vfx
Finalization: ParanoidBR
Audio Production: Raw Audio
Producers: Hilton Raw e Fernando Forni
Conductor: Hilton Raw
RTV: Vera Jacinto e Diego Villas Bôas
Account Services: Camilla Massari, Daniela Teixeira
Planning: Cintia Gonçalves, Daniel Machado
Media: Flavio De Pauw, Daniel Ribeiro
Client Approval: André Farber, Alexandre Bouza, Cristiane Irigon Amaral