WORLD'S LARGEST FRANCHISE IN THE SEGMENT:over 3800 stores.

THE LARGEST FRANCHISE NETWORK IN BRAZIL:present in more than 1,700 cities.

IN 2014, O BOTICÁRIO TOOK THE LEAD IN THE DOMESTIC PERFUME MARKETand ended the year with a 16% growth in retail, with a revenue forecast of BRL 9.3 billion through the network of stores.

ONE OF THE “16 MOST PROMISING COMPANIES OF 2015” according to Forbes, which highlighted Grupo Boticário as 1st in the Personal Hygiene and Beauty category in the country.

among all direct competitors: MORE THAN 300,000

THE LARGEST FAN BASE AND HIGHEST ENGAGEMENT LEVELon Facebook in the beauty segment in Brazil

MORE THAN 8 MILLION FANS ON FACEBOOK

[double the average of L'Oreal, the competitor with the highest number of networks, and 2.3x the media interaction than the competitor Natura]

AVERAGE OF 520,000 INTERACTIONS/MONTH

THE BRAND WITH THE HIGHEST NUMBER OF INSTAGRAM FOLLOWERS

A leading brand in digital media:

And an exclusive content channel that has become one of the leading women's portals in the country:

(Translation: Beautiful Living with O Boticário)

CONSUMER PLAYS THE LEAD

an exclusive beauty channel where the

AN AVERAGE OF ONE NEW ARTICLE EACH DAYabout perfumes, make-up, hair, nails, skin, and lifestyle.

on Viva Linda, overcoming all competitors [1.9x Beleza Extraordinária (average 270K), 3.4x Adoro Maquiagem (average 146K) and 3.5x Avon Maquiagem (average 156K).]

AN AVERAGE OF 500,000 SINGLE VISITS/MONTH

The success of the relationship with its fans on social networks has led O Boticário to be elected

by YouGov BrandIndex Buzz.

THE BRAND MOST OFTEN MENTIONED AND DISCUSSED IN BRAZIL IN 2014

HOW CAN THIS DIALOGUE BE TAKEN TO THE LIMIT?

But, for a leading brand that is so close to its public, being at the top of conversation topics among Brazilian women is not enough.

IN CHARGEBy making women feel

of everything we do on social networks.

How did O Boticário

manage this?

1º PassoStep 1

(Translation: 24 Beauty Hours)

An action that provided a real time response to

consumer doubts.

11 MILLION PEOPLE IMPACTED (64% OF THE ONLINE TARGET IN BRAZIL).

For 24 hours, our content team joined up with make-up artists, hairdressers, stylists and fashion bloggers to answer questions, provide personalized tips on looks and even VISIT CONSUMERS AT HOME WITH A TEAM OF PROFESSIONALS.

DURING A WHOLE DAY, O Boticário fans decided on every content on social networks.

During the action, we helped TWO WOMEN PER MINUTE

to become more beautiful.

64,000 INTERACTIONS ON SOCIAL NETWORKS DURING THE ACTION,

47% above competing brands.

230 PERSONALIZED PRODUCTIONS: enough to supply a week of updates

on the blog Petiscos, the leadingbeauty blog among the target public.

Step 2

(Translation: Beauty Generates Beauty)

WE TRANSFORMED THEM INTO SPECIALISTS IN BEAUTY.

After providing consumers with information,

In the Beauty Generates Beauty campaign, we brought together O Boticário fans to help produce content over a week on the brand portal, Viva Linda.

94,000 VISITSin 4 days.

5X ABOVE AVERAGEnormal portal visits

IN 4 DAYS, DOUBLE THE MONTHLY AUDIENCEof the main competing brand’s content channel.

FórumStep 3

das Lindas(Beauty Forum)

And so we created Fórum das Lindas, or the Beauty Forum. In a face to face daily conversation, this group shares inspiration, doubts and tips with the brand, which

becomes content for all Brazilian women on the Viva Linda portal and on social networks.

SOME WOMEN BECAME SO ENGAGED THAT THEY BECOME FULL-TIME COLLABORATORS.

FórumdasLindas

Step 4

EspelhoBelezada

(Beauty Mirror)

The conversation grew in importance. BUT WHAT IF EACH POST AND EACH PIECE OF CONTENT FROM O BOTICÁRIO WERE INFLUENCED BY CONSUMERS

FROM ALL OVER BRAZIL, in a full-time dialogue?

v

Espelho da Beleza

A platform that monitors all beauty-related comments by Brazilians on social networks in real time and provide real time content totally

connected to their interests.

CONVERSATIONS ON SOCIAL NETWORKS

INTELLIGENCE OF SEMANTIC CLUSTERING

HYDRATED SKIN

REAL TIME MATERIAL ON VIVA LINDA

SHAMPOO

AVERAGE PAGE VISIT FROM 2 min 39sin articles based on the desires mapped by the Beauty Mirror.

ALMOST 1 MINUTE MORE THAN THE PORTAL AVERAGE.

MORE THAN 65,000 PAGE VIEWSon the contents published on Espelho da Beleza in the first 3 months of the launch.

Espelho da Beleza

An example of how the women’s insights become real time content:

Based on a TV program about Afro hairstyles, we identified the theme as being among the top 3 most commented on by

Brazilian women on social networks.

Espelho da Beleza

v

R E S U LT S O F T H E P O S T

v

TIME OF VISIT FROM 04:09,double the average

11,200 PAGE VIEWS

TOP 5 ARTICLES MOST SHAREDin the period

11x more than the average 66% above the monthly average

POST WITH THEHIGHEST LEVEL OF ENGAGEMENT AND CLICKS IN FOUR MONTHS.

7,700 INTERACTIONS

4x the monthly average

427,000 PEOPLE REACHED

R E S U LT S O F T H E A R T I C L E

Espelho da Beleza

From poststo real time conversation.

From content produced by a group of consumers to100% of the content inspired by them all.

With these actions, more than entering the lives of consumers,

And thus, initiated an endless conversation.

O BOTICÁRIOLET CONSUMERS ENTER

THE BRAND’S LIFE.