O Boticário debuts a five-minute Christmas short on family bullying, inspired by survey data on the impact of words at home.
A five-minute film sparks Christmas reflection
São Paulo, November 2025 – O Boticário is launching its Christmas campaign with a five-minute short film, the largest production in the brand’s history. The story invites viewers to reflect on tensions and the impact of words within family relationships, especially during festive gatherings.
The concept stems from a survey commissioned by the brand in partnership with consultancy On The Go. The research shows that 86% of Brazilians have already suffered family bullying, yet only 17% usually talk openly about the issue, revealing how taboo it remains at home.
Created by AlmapBBDO, the film portrays situations that echo the survey’s findings. The most frequent forms of family bullying involve comments about physical appearance (50%) and comparisons between relatives (80%), which can leave deep emotional marks.
Camila’s story shows the weight of criticism
The narrative follows Camila, a young woman who revisits her past through a Christmas photo album. As she turns each page, she relives harsh remarks from people close to her, especially her godmother.
These comments made her grow up under constant pressure to fit certain beauty standards, facing repeated judgments about her body and looks. In doing so, the film illustrates how seemingly casual remarks can become a form of emotional violence.
According to Carolina Carrasco, O Boticário’s branding and communications director, bringing family bullying into the spotlight is challenging but urgent. Precisely because it is a difficult topic, she says, it becomes even more necessary to address it.
She highlights that 71% of those who have experienced bullying believe that words and gestures of affection can transform family relationships for the better. “Our intention is to invite people to love out loud and leave marks of love,” Carolina explains.
“Words leave marks”: core message of the campaign
To encourage a change in behavior, O Boticário created the concept “Words leave marks, let them be only of love”. The film moves between past and present, showing how conscious use of language can help heal and rebuild bonds.
The story gains a tone of reconciliation by revealing the transformative power of words when guided by love and empathy. The ending celebrates forgiveness and reinforces that dialogue, affection and positive messages can strengthen family ties.
The campaign premieres on 29 November, in prime time on broadcast TV, maximizing reach. It will then unfold on social media and in 360° activations with influencers and content creators, keeping the conversation alive across platforms.
For creative vice presidents Fernando Duarte and Henrique Del Lama, from AlmapBBDO, the production further reinforces O Boticário’s positioning. They see the brand as a storyteller willing to spark meaningful conversations, instead of choosing only obvious or comfortable narratives.
Retail strategy boosts year-end presence
Beyond the emotional storyline, O Boticário is rolling out a robust strategy for the peak retail season. Widely recognized as a top choice for gifting, the brand is investing in pioneering initiatives and exclusive actions focused on the act of giving.
This year, O Boticário will be the first brand to showcase proprietary content on a streaming platform, debuting on Globoplay. The company will also feature in an unprecedented placement during TV Globo’s year-end celebrations, reinforcing its presence in high-consumption media moments.
It will be the first beauty brand to be directly associated with the network’s iconic year-end message. The partnership includes on-air insertions and 360° digital extensions, strengthening the brand’s visibility and emotional connection.
Nationwide, the season includes a strong influencer plan, regional activations, immersive experiences and special initiatives. All actions aim to elevate gifting moments and connect the brand’s portfolio with expressions of care and affection.
Special experiences in São Paulo
In São Paulo, O Boticário is preparing standout OOH and experiential projects. Highlights include an illuminated train, a scented tunnel on Avenida Paulista and a first-of-its-kind partnership with Uber to drive traffic to stores.
The brand is also unveiling the O Boticário Christmas House, a themed space open for three weekends. Around 10,000 visitors are expected, with personalized experiences that reinforce affection and attention in the ritual of giving gifts.
Credits
Agency: AlmapBBDO
Advertiser: O Boticário
Title: Álbum de fotos
Product: Institutional
Campaign: Christmas 2025
