Mother’s Day campaign from O Boticário presents a new perspective on one of the most searched-for topics on the date: the “empty nest” 

São Paulo, April 2026 – Brazilian perfume brand O Boticário presents “Departures”, a Mother’s Day campaign exploring a universal truth, one that surges on social media on the eve of the date: the “empty nest.” According to social listening data, 64% of conversations about the topic contain elements of sadness and loneliness. As a counterpoint, the campaign film uses the metaphor of a journey by train to show that, while a mother says goodbye to the same child countless times at different stages of life, each also brings a new beginning. 

“Mother’s Day is one of our most hotly awaited campaigns of the year, because it’s part of our culture to step into the conversation in a truly authentic way,” says Carolina Carrasco, the director of branding and communications for the Boticário Group. “And, as the favorite brand to give as a gift,* we saw that our role was to go beyond the business itself – to keep on sparking conversations and identification. This year, we chose a universal topic charged with cultural truths: motherhood as a series of new beginnings. We believe that being a mother means mastering the art of saying goodbye at each stage of growth – from your arms to their first steps, the outgrown clothes, the nest that opens up to the world. Through our campaign, we sought to legitimate the emotions that are part of every mother’s journey, showing that motherhood is an eternal departure we call growth.” 

The campaign film, which was born of the insight and concept developed by AlmapBBDO, uses a train a metaphor for time and the transformations that motherhood brings. The story follows Karina and her son João, who begins the story as a baby. As she boards and gets him settled in his seat, the mother experiences her first departure: as the train pulls away, she sees her baby falling asleep on his own, not needing her embrace any longer. Karina walks through the train cars of her own story, living through different stages of mothering and recalling other departures: when João learns how to say “sneaker” correctly; when he gets too big to be picked up; as a teenager, the first New Year’s Eve he spends with his friends and girlfriend; then through adulthood and the last great departure, when he leaves home to make a life for himself.   

Set to a special recording of “The Blower’s Daughter,” by Damien Rice, the content portrays a symbolic encounter between mother and child at different stages in their lives. “Motherhood is also about learning to let go, and that’s not something that usually comes up in conversations about Mother’s Day,” says Camilla Massari, Chief Impact Officer and VP of Client Services and Business at AlmapBBDO. “That’s why, when we decided to look at the ‘empty nest,’ our idea was to help recognize a reality that’s often silent, but is a powerful presence in the relationship between mothers and their children. By making room for these small goodbyes, which are filled with love, pride, and transformation, we can forge an even more genuine, relevant connection with the people living through those changes every day.”  

Beyond the audiovisual content, the campaign will unfold in a 360^o strategy designed to broaden the conversation around goodbyes and departures. O Boticário has invited a variety of voices in the entertainment and digital influence sphere to reflect on the stages of motherhood, both online and offline. 

On social media, TV presenter Fernanda Lima reacts to the film “Departures” and shares her own goodbyes and new beginnings, revisiting her experience with her children and inviting the audience to reflect on their own lives and share their stories. The brand is also present on YouTube, bringing on a squad of movie and TV commentator influencers to analyze the cinematography, soundtrack, and script of “Departures” along with their mothers, exchanging perspectives and deepening the intergenerational dialogue. Meanwhile, actress Mônica Martelli brings a dash of humor to recounting true stories shared by the public, lending visibility to fresh points of view on this stage of life.

“The choice of these figures stems from their genuine connection to departures. They’ve publicly and openly shared the challenges of the female experience, including motherhood, and by bringing out their stories, we’re able to lend even more visibility to an authentic, universal experience,” concludes Carrasco.