São Paulo, April 2025 – To present the unprecedented MEN & NBA collaboration — which blends performance and self-care for men — O Boticário is launching the campaign “NBA Nose,” starring Raulzinho, a Brazilian legend who played in the NBA and is one of the country’s top basketball players, and Fred Bruno, a presenter and content creator well-known in the Brazilian sports scene.
Created by the GUT São Paulo agency, the creative insight stems from a classic feature of the sport: the NBA scouts who travel the world to find new basketball talent. In the campaign film, the sports icons embark on a new kind of scouting: Fred invites Raulzinho to use his refined “nose” — having been up close with basketball legends — to find Brazil’s best-smelling fan, adding a touch of humor and irreverence to the story by identifying talent through scent.
In addition to the film, the brand will host an exclusive basketball match with selected fans wearing the MEN & NBA fragrance, giving Raulzinho and Fred the chance to “sniff out” the best-scented among them. The initiative includes other interactive dynamics, strengthening O Boticário’s connection with the world of sports and entertainment.
This campaign solidifies O Boticário’s presence in entertainment and sports, using relevant cultural codes to engage the male audience. This strategy is supported by the strong growth of the men’s beauty market, which was valued at USD 30.8 billion in 2021, and is expected to grow by 9.1% annually through 2030, according to Grand View Research.
According to Carolina Carrasco, Branding and Communications Director at O Boticário, the partnership with the NBA reflects the brand’s commitment to creating authentic experiences that connect the public with both sports and self-care in an innovative way.
“We believe entertainment marketing is an effective strategy for bringing the male audience closer to our brand. Connecting basketball with self-care allows us to go beyond the product, creating memorable moments that build genuine bonds with Brazilian men,” Carrasco states.
According to the 2022–2026 Global Entertainment and Media Outlook by PwC Brazil, the local market is expected to reach USD 39.9 billion in revenue by 2026, growing above the global average. This growth is driven by digitalization, new forms of content consumption, and entertainment marketing — now a key brand strategy.
The MEN & NBA line stands out with its exclusive Power Fresh technology, which delivers an explosion of freshness combined with intense woody notes. The collection includes body spray, antiperspirant deodorant, shower gel, bar soap, and toiletry bag — offering practicality and high performance for men seeking well-being in their daily lives.
