Egeo Melancia
OBoticário
—
Gen Z consumes more content than any generation and sets the tone for the rest. For them, social media is entertainment, search and storefront, and fragrance is self-expression: #PerfumeTok has over 2.3 billion views. O Boticário is Brazil's second largest perfumery and the most followed beauty brand on TikTok, but the perfumes going viral there were imported ones, tied to celebrities and trending aesthetics. Social listening surfaced a community in full swing: watermelon lovers.
The fruit was in everything, from accessories to beauty products. Everything except a perfume. So we made two, in limited edition, built around what drives virality on #PerfumeTok: the review. Two options gave the Melanciers a reason to debate which one came closest to the perfume they had imagined. Sales were exclusive to ecommerce and the app, pulling the community in to explore the brand's full fragrance lineup.
Year
2024
Client
OBoticário EGEO
With
Sofia Ricciardi, Ana Beatriz Alves, Guilherme Zuntini, Eduardo Rosa, Rodrigo Maltchique
Agency
Sowhat
My Role
Graphic Design, Art Direction, Lettering, Illustration, Concept
Recognitions
Grand Prix at Prémios Lusófonos de Criatividade
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ONLINE •
GRAPHIC DESIGNER &
ART DIRECTOR — SINCE © 1996
SEASON 26'
RIZZA