Rebranding Beleza na Web

To celebrate its 15th anniversary, Beleza na Web, the largest digital beauty platform in Brazil, underwent a transformative rebranding, reflecting its continued growth and evolution alongside its consumers. Under the new brand – acquired by Grupo Boticário in 2019 – the platform expanded its portfolio and solidified its market leadership, offering a wide range of products and services, including new categories such as sexual wellness, nutrition, and supplements.

The campaign that launched this new phase was nothing short of grand: in partnership with SoWhat agency and consulting firm Interbrand, Beleza na Web brought the first “Digital OOH Blast” to Brazil, impacting millions of people in a single day. The streets of São Paulo were painted purple, with the brand’s massive presence displayed across more than 24,000 Eletromídia digital screens in subways, buildings, malls, and public roads. The “Blast Day” ensured that the brand was present in people’s daily lives at every moment, setting a new standard for innovation in out-of-home media.

This strategy not only reaffirmed Beleza na Web’s commitment to providing an omnichannel experience to its customers but also demonstrated the power of integrated and well-orchestrated communication. The campaign included activations in iconic locations across São Paulo, such as Avenida Paulista and Oscar Freire, and featured influential personalities like Camilla de Lucas and Niina Secrets to amplify the message on social media.

Looking toward the future, Beleza na Web not only strengthens its position as a leader in the beauty market but also redefines what it means to be at the forefront of innovation in communication and marketing.