São Paulo, April 2026 – Reports of misogyny, violence, or discrimination against women increased by 224.9% compared to the previous year. This data, from SaferNet’s National Cybercrime Reporting Center, reflects a growing fear among women: being publicly exposed through fake images created with artificial intelligence. In response to this scenario, O Boticário has launched the Code Her movement, featuring initiatives such as a bot that alerts users to attempts to modify and sexualize photos using AI, along with a digital guide providing the necessary information to report incidents and take legal action.
The initiative aligns with the positioning of Her Code, the brand’s female fragrance line, which since 2023 has been fostering conversations and initiatives around female pleasure—a topic that, despite progress, remains surrounded by taboos and, unfortunately, serious violations of women’s bodies. “It’s important to highlight that artificial intelligence has brought countless positive possibilities, and it is the human intent behind the prompt that can turn it into a tool for public exposure and vulnerability. Our initiative aims to position us increasingly as allies of women, advancing in the development of projects that go beyond the beauty universe, promoting relevant discussions and proposing connected and constructive solutions,” says Carolina Carrasco, Branding and Communications Director at O Boticário and Quem Disse, Berenice?.
Created by AlmapBBDO, the project serves as an educational ally to spark conversations about AI image manipulation and encourage awareness of legal protections. The initiative unfolds into a multiplatform campaign, featuring a digital film starring singer Marina Sena, as well as content with journalist Rose Leonel, who had intimate images shared without consent in the early 2000s.
The campaign also reinforces information about existing laws for reporting these crimes, such as the “Rose Leonel Law,” “Carolina Dieckmann Law,” “Maria da Penha Law,” and Brazil’s Internet Bill of Rights (Marco Civil da Internet).
“This behavior on social media is a serious symptom of our society. But the internet is not lawless. With Code Her, we’re using AI with AI so women can share photos of their bodies however they choose—and those images remain theirs,” say Ana Novis and Paula Keller Perego, Creative Directors at AlmapBBDO.
How the Code Her bot works
Code Her was developed as a bot within the X platform (formerly Twitter), which users can activate when sharing their photos on the network. Women interested in monitoring their posts must access the project’s website, where all information and guidelines are available. Upon agreeing to the terms, the feature is activated.
Once enabled, users simply tag @botcodeher when posting photos, allowing the AI-powered chatbot to monitor the content. If there is an attempt by Grok (X’s AI) to manipulate the image, the photo will not be displayed. Instead, an alert will be sent to the user, informing them of the attempt, directing them to official reporting channels, and providing information about their rights and applicable laws.
Other initiatives by Grupo Boticário
For this year’s International Women’s Day, Grupo Boticário expanded the conversation around the reality of violence against women in Brazil by launching the exclusive WhatsApp channel “Precisamos Falar” (“We Need to Talk”), created in partnership with Bloom Care, a digital women’s health platform founded by women and guided by science.
Throughout March, the channel brought together medical professionals, lawyers, and psychologists to guide society on how to act against violence toward women through accessible, high-quality content. Real questions and urgent concerns from the community were transformed into active listening and co-created content with these experts, fostering reflection and providing tools for both women and men to understand the roots of these cycles of violence and what can be done, as a society, to address them.
More than 15,000 people engaged with the WhatsApp channel, reinforcing that talking, listening, and learning about violence against women is both urgent and necessary.
