Brilhante launches Perfume e Cuidado Extraordinário and opens sign-up for fans to receive scented tank tops tied to Chay Suede, with fragrance lasting up to 60 days.
Brilhante has launched Perfume e Cuidado Extraordinário with a fan-focused activation. The initiative distributes scented tank tops linked to Chay Suede and his “extraordinary scent.” In addition, the campaign is both starring and directed by the actor.
The activation also features Gil do Vigor. This way, the brand expands the rollout beyond the film. The goal is to highlight the product’s core claim: a fragrance that lasts up to 60 days.
How to join
To receive the tank tops, fans must register and fill out a form at regatadochay.com.br. Then, the items will be shipped directly to participants’ homes. However, the text does not detail additional distribution rules.
The concept draws on the actor’s relationship with an audience that has followed him for over 15 years. In addition, the activation uses elements tied to his style, including tank tops and his interest in perfumery. Thus, the brand aims to create a new kind of interaction with fans.
Chay Suede on scent and memory
Chay Suede says his interest in perfumery helped connect him to the project. He argues scent is linked to memory. In this manner, he says the activation reframes everyday elements of his life within a broader campaign.
“I’m passionate about perfumery and I study it. For me, scent is memory. And when they told me fragrance is the main highlight of the new Brilhante, I connected even more with the project. I thought it was brilliant to bring two elements that are part of my daily life—fragrance and a tank top—into the activation. I like it when advertising can do that: take something authentic, already part of my story, and reframe it within a bigger project. It makes much more sense.”
Digital content with Gil do Vigor
Beyond the film and the shipping activation, Chay’s participation extends to digital content. He appears in exclusive pieces alongside Gil do Vigor. In addition, the content reinforces the “extraordinary scent” concept.
Gil also appears in segments such as “Camisa do Gil.” Then, the content shows his pink shirt coming out of the washing machine. The reference is tied to the new product.
“We’re very happy and excited about this launch activation for Brilhante Perfume e Cuidado Extraordinário, our Bri Rosa. Together with Chay, who shares our passion for fragrances, we highlight in a light and fun way the product’s key differentiator: a scent that lasts up to 60 days. We know the smell of clean clothes is one of today’s main purchase drivers, and that’s why we keep investing in innovation to deliver a fragrance that lasts and cares for clothes longer.”
About Brilhante
Brilhante was founded in 1986 after launching Brazil’s first bar detergent. Today it is one of the leading laundry detergent brands in the national market. In addition, its portfolio includes Limpeza Total, Higiene Total, Cuidado Total, Delicadeza Total, and the new Perfume e Cuidado Extraordinário.
According to the brand, the goal is to support modern routines with practical, easy-to-use products that care for clothes. Gil do Vigor serves as an ambassador to expand social reach. In this way, the company aims to reinforce Brilhante as a smart choice for consumers.
Service
Sign-up to receive the scented tank top: regatadochay.com.br