July 2026 – What began in 2017 as a cultural connection initiative has evolved into one of the most successful regional business strategies in Brazilian retail. For the second consecutive year, O Boticário has been recognized as the favorite beauty brand of São João celebrations in Brazil’s Northeast, according to a study conducted by Kantar, one of the world’s leading consumer insights and data consultancies.
Conducted in June, the survey interviewed men and women aged 16 to 60 who attended some of Brazil’s largest São João festivals in cities including Caruaru (PE), Petrolina (PE), Campina Grande (PB), Maracanaú (CE), and São Luís (MA). O Boticário ranked first across all key metrics, including Top of Mind awareness, First Choice for Purchase, and Brand Image Attributes.
A 10-Year Platform
Kantar’s recognition reflects a strategy that began in 2017, when O Boticário started investing consistently in Brazil’s traditional June festivities. Since then, São João has become one of the brand’s most important consumer engagement platforms, combining cultural relevance, customer connection, and business growth.
The company’s presence extends far beyond advertising campaigns, encompassing cultural activations, employment and income generation initiatives, support for its franchise network, and partnerships with content creators—broadening the celebration’s relevance across diverse audiences.
In 2026, marking the tenth year of this journey, O Boticário increased its São João-related investments by more than 30% compared to the previous year. Over the past decade, its initiatives have generated more than 2.5 billion impressions associated with the festival.
“São João is deeply embedded in the cultural identity and emotional memory of millions of Brazilians. For O Boticário, being part of this celebration means building authentic relationships with people while honoring the traditions, communities, and extraordinary cultural richness of Brazil’s Northeast. Being recognized as São João’s favorite brand for the second consecutive year demonstrates that this connection is the result of a consistent strategy built over a decade of investments in experiences, relationships, and initiatives that respect and celebrate local culture,” said Fabiano Olivo, Executive Director of Sales and Franchising at O Boticário.
2026 Innovations: “São João Is Our Home”
To celebrate this ten-year milestone, O Boticário introduced the concept “São João Is Our Home”, expressing the sense of belonging, warmth, and emotional connection the brand has cultivated with consumers.
One of the campaign’s highlights was the return of the Casa São João do Boticário in Caruaru (PE), reimagined with creative direction from renowned Pernambuco-based architect Zé Vagner. As part of this year’s strategy, the brand also expanded its presence in public spaces through out-of-home (OOH) experiences and specially designed urban installations, particularly in Salvador (BA).
The campaign reflects the evolution of São João, recognizing how the celebration continues to preserve its Northeastern roots while expanding its cultural and emotional significance throughout Brazil.
A Year-Round Presence
More than a seasonal campaign, the brand’s presence reflects a long-term strategy that delivers meaningful impact to the regional economy.
The company operates both a manufacturing facility and a distribution center in Camaçari (BA), alongside an extensive network of franchisees and retail locations across all nine Northeastern states.
Since 2017, O Boticário has steadily expanded its investments in the region, strengthening operations, infrastructure, and value creation for local communities.
A Legacy Built Alongside Northeastern Culture
O Boticário’s relationship with São João began in 2017 with a tribute to legendary musician Luiz Gonzaga through a web series starring singer Lucy Alves and the Exu Symphony Orchestra.
Over the years, the brand has deepened its connection with Northeastern culture by honoring artists such as Elba Ramalho, Solange Almeida, Dorgival Dantas, Alceu Valença, and Joyce Alane. It has also celebrated traditional quadrilhas juninas (folk dance groups), produced literary cordéis written by Bráulio Bessa, and expanded its activations to cities including Campina Grande, Mossoró, and Amargosa.
Throughout this decade, O Boticário has established a consistent approach centered on valuing local communities, traditions, and the people who make São João one of Brazil’s most significant cultural celebrations.
More than a seasonal marketing campaign, the brand’s participation in São João reflects a long-term strategy built on listening, continuous presence, and genuine engagement with Northeastern culture.
