O Boticário: Beautiful Ex

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.