- Value proposition
- Visual system
- Language system
- Brand territories
- Consumer journey
- Sales pitch
The challenge With the challenge of reigniting the spark of a dormant brand, the rebranding project of Beautybox, a Grupo Boticário division, evolved into rethinking the entire business model – from essence to experience. The initiative boosted the brand's channel and communication strategy in an increasingly omnichannel world.
As a starting point, we discovered consumers in the limbo between two worlds: they were neither Millennials nor Generation X. These were truly self-made women who were eager for novelty in fragrances, makeup and skin care, but with the pain of not always feeling like they belong to the world of international brands.
In order to put Brazilian women at the center of the world, we streamlined the brand's name (formerly The Beauty Box), imagined the ideal journey and created a bold and timeless identity. Under the “Unbox the world” motto, the new brand extends the category codes to represent brave women who want to explore the world and feel like they are part of something bigger.