In an increasingly polluted world where environmental degradation is a pressing concern, O Boticário, a renowned beauty brand in Brazil, has embarked on a bold initiative to raise awareness about the importance of environmental preservation and proper waste management. Collaborating with AlmapBBDO, a leading ad agency, O Boticário has launched the “Extinto” campaign, which seeks to underscore the urgent need for action through a unique fragrance experience.
The campaign revolves around the creation of a fragrance named “Extinto,” inspired by the original, unpolluted scent of Guanabara Bay in Rio de Janeiro. Guanabara Bay, once a pristine natural wonder, has been severely affected by pollution and improper waste disposal, posing a threat to its delicate ecosystem. By recreating the bay’s scent before it was polluted, O Boticário aims to evoke nostalgia for the pristine beauty of nature and draw attention to the environmental challenges facing the bay and similar ecosystems worldwide.
The fragrance serves as a powerful symbol of the impact of human activity on the environment and the urgent need for conservation efforts. Through the “Extinto” campaign, O Boticário seeks to spark conversations about environmental sustainability and encourage individuals to take action to protect natural reserves like Guanabara Bay.
To bring the campaign to life, AlmapBBDO has developed a comprehensive marketing strategy that includes digital, print, and outdoor media assets. The campaign’s messaging emphasizes the importance of proper waste management and recycling, highlighting the alarming statistics related to waste generation and recycling rates in Brazil and around the world.
In addition to raising awareness through traditional advertising channels, O Boticário has enlisted the support of influential figures and organizations to amplify the campaign’s reach and impact. By collaborating with prominent individuals who share a commitment to environmental causes, O Boticário aims to engage a wider audience and inspire collective action towards environmental preservation.
The fragrance itself is a testament to O Boticário’s commitment to sustainability and innovation. Perfumers used advanced headspace technology to capture samples of aromatic molecules from the environment surrounding Guanabara Bay, allowing them to recreate the bay’s natural scent without extracting any raw materials from the area. The result is a vegan fragrance composed of 93% natural, traceable, organic, circular-chain ingredients, underscoring O Boticário’s dedication to ethical and environmentally conscious practices.
As part of the campaign, O Boticário has also launched initiatives to support waste management and conservation efforts in Guanabara Bay, demonstrating its commitment to making a tangible difference in the communities it serves. By combining advocacy with action, O Boticário aims to inspire positive change and foster a greater sense of responsibility towards the environment among consumers and stakeholders.
Overall, the “Extinto” campaign represents a bold and innovative approach to environmental activism, leveraging the power of scent and storytelling to raise awareness and drive meaningful action. Through its partnership with AlmapBBDO and its unwavering commitment to sustainability, O Boticário is leading the charge towards a greener, more sustainable future for generations to come.
