São Paulo, May 2025 – Blending two of the hottest social media obsessions of recent months, Boticário is launching its first-ever coloring book, Boti Splashes, with exclusive illustrations inspired by the iconic packaging of the best-selling body splashes from the Cuide-se Bem line. This launch highlights a new form of escapism that’s been embraced by Gen Z and Alpha through relaxing coloring, while also reinforcing one of the brand’s strongest fragrance portfolio pillars: body splashes, which have become a viral phenomenon online.
A hit on short-form video platforms, coloring books have sold 150,000 copies between December 2024 and March 2025 alone, according to Nielsen Bookscan. At the same time, the body splash market saw a 154% revenue growth in 2024 compared to the same period in 2023 (January to September), based on data from Circana.
But beyond the rise in searches and buzz around both products, they share many common attributes. This new hobby directly aligns with the lightness and carefree spirit of Cuide-se Bem’s body splashes, which have evolved from simple fragrance items into coveted collectibles—both representing a fun and lighthearted approach to daily self-care, for body and mind.
“Instead of just following trends with content on our channels, we challenged ourselves to turn these emerging behaviors into a proprietary strategy, connected to a core business strength—body splashes. The Boti Splashes coloring book is the materialization of how we stay relevant and pioneering on social platforms, turning powerful insights into a unique brand experience,” says Carolina Carrasco, Branding and Communications Director at Boticário.
Creating conversations with consumers
The buzz grows on social media with influencer Lucas Medeiros (@coresdolucas), a leader in the coloring book content scene in Brazil and one of the key figures responsible for popularizing the trend locally. Joining him are other influencers in the campaign squad, including Bru Piccoli (@brupiccoliart), Wemily Ferreira (@weemilyferreira), Carol Mamprin (@carolmamprin), and Laura Mendonça (@llauramendonca), all of whom share a passion for both painting and body splashes and help amplify the campaign.
The campaign will also be extended through organic influencer outreach, with press kits featuring fragrances and the coloring book sent out exclusively for first-hand experience sharing with their audiences.
“Our goal was to transform a beloved product like the body splash into something even more emotionally and culturally relevant. In understanding Gen Z and Alpha behavior, we realized they don’t just want to consume—they want to live, create, and share experiences. That’s when we saw the opportunity to take body splashes off the shelf and onto the page, both literally and symbolically. The coloring book becomes a bridge between the sensory world of fragrances and the visual language that’s second nature to these generations,” explains Giulia Sinhorini, Head of Strategic Planning at Publination, the communications agency behind the campaign.
Finally, fans of body splashes and coloring books are invited by the influencer squad to download the illustrations for free from the brand’s blog. The digital file includes 30 illustrations of the iconic Deleite, Nuvem, Pessegura, and Boa Noite packaging.
The most popular Cuide-se Bem body splash scents are available for purchase on the brand’s e-commerce platform, in all physical stores across Brazil, through the Boticário app for Android and iOS, and via consultants on Encontre Boticário. Orders can also be placed via WhatsApp at the official and secure number 0800 744 0010, where consumers can check regional availability. Another option is to reach out to a local consultant via boticario.com.br/encontre.
