May 2026 – At a time when conversations about body boundaries with children can still feel delicate for many families, an online survey conducted in the United Kingdom by YouGov, a market research and data analytics company, and cited by the NSPCC (National Society for the Prevention of Cruelty to Children), one of the UK’s leading child protection organizations, revealed that half of parents of children and teenagers aged 6 to 17 had never discussed the topic with their children. The data highlights the importance of expanding this dialogue within families.
Within this context, O Boticário is using an everyday and meaningful moment of connection between parents, caregivers and children to encourage these conversations. The brand is launching the “É Meu” movement, an initiative designed to help transform an important subject into a possible and meaningful dialogue between parents and children.
Developed in partnership with psychopedagogue, educator and children’s book author Laila Romano and created by GUT, the movement was designed to support parents and caregivers through specialized educational content and playful language that help bring the subject into everyday life.
“‘É Meu’ stems from our role as a brand that encourages conversations we believe are important. We know there are topics that may be considered sensitive or delicate, but that can still be addressed through daily moments of care and dialogue. We created an initiative that combines expert content, experience and accessible language to offer practical support within everyday routines. We believe communication becomes more meaningful when it inspires reflection, moves beyond discourse and turns into action,” says Carolina Carrasco, Branding and Communication Director at O Boticário.
According to Laila Romano, the main challenge still lies in how families understand the subject. “There are still doubts about how to approach body education with children. In practice, it is about supporting body awareness, understanding boundaries and gradually developing autonomy in an age-appropriate way,” she explains. “The most important thing is for children to feel comfortable asking questions, expressing themselves and building this understanding over time,” she adds.
Educational platform and sticker transform routine into conversation
The project is structured around a platform featuring educational materials for parents and caregivers, offering guidance on how to approach the topic in a welcoming way. As an extension of the initiative, the brand created a sticker that can be applied to any product, helping bring these conversations into children’s bath time routines by naturally connecting care and learning.
However, as Laila Romano reinforces, the conversation should not depend on a specific product or moment. The most important thing is for this dialogue to happen in a light, ongoing and natural way throughout everyday life and across different contexts and situations.
The sticker features a QR code directing users to support materials, including videos guided by the specialist and the following message:
“WITH THIS STICKER, ANY SOAP CAN BECOME AN ‘É MEU’ SOAP — A CHILDREN’S SOAP CREATED TO TRANSFORM BATH TIME INTO A NECESSARY CONVERSATION. PLACE THIS STICKER ON THE PRODUCT OF YOUR CHOICE AND ACCESS THE QR CODE TO EXPLORE THE FULL EDUCATIONAL CONTENT.”
Expanding social impact
As part of expanding access to the content, the project partners with Instituto Liberta, a nonprofit organization focused on communication and awareness initiatives.
“We are an organization dedicated to communication and awareness against all forms of sexual violence toward children and adolescents, and we truly believe in prevention. This partnership with O Boticário, through a product that encourages conversations about care and protection, is a gift to us and an important step toward transforming reality in our country,” says Luciana Temer, president of Instituto Liberta. “It is important for parents to understand that raising more protected children depends on much simpler conversations and attitudes than they may imagine,” she adds.
Additionally, on May 20, O Boticário will host a private launch event at O Boticário Lab, located in the Pinheiros district of São Paulo, featuring a discussion with Laila Romano, Renata Grecco, Communication Manager at Instituto Liberta, pediatrician Dr. Tiago Vannucchi, and Carolina Carrasco, Branding and Communication Director at O Boticário.
As an extension of the movement, limited units of the “É Meu” liquid children’s soap will also be available for purchase through the brand’s e-commerce platform. One hundred percent of proceeds will be donated to Instituto Liberta, reinforcing O Boticário’s commitment to supporting initiatives focused on social impact. The initiative aims to expand the project’s reach and practical contribution beyond conversation and information, directly supporting an organization dedicated to communication and awareness efforts that strengthen protection networks for children and adolescents in Brazil.
Music and playful language help translate the topic for children
The campaign also features an educational music video with an original song developed in partnership with Jair Oliveira and Tania Khalill from the Grandes Pequeninos project. The soundtrack reinforces the idea that understanding “it’s mine” means learning about boundaries and respect at any moment of the day — not only during bath time.
The song will also be available on the “S de Samba” platform and on O Boticário’s social media channels, helping extend the campaign’s message beyond the initiative itself.
“The use of playful language is essential because it translates complex topics into children’s language. Music, repetition and playfulness help reinforce important concepts in a light and educational way,” explains Laila Romano.
To amplify the launch, the brand will work with a group of influencers composed of mothers, fathers, caregivers and pediatricians, who will discuss the topic and encourage conversations on social media. The initiative also includes a discussion with Laila Romano, pediatrician and neonatal intensive care specialist Dr. Luisa Fonseca, and Dr. Paulo Galvão, physician and occupational health manager at Grupo Boticário, who will moderate the conversation for parents and caregivers at Grupo Boticário daycare centers.
The brand also invites the public to follow its official channels to discover upcoming developments of the initiative, including new content and future actions.
A brand that creates space for relevant conversations
Over the years, Grupo Boticário has strengthened its role as a brand that promotes relevant conversations in society, using communication as a tool to amplify discussions that are often still considered sensitive or delicate. This positioning is not occasional, but part of a broader strategy that places social issues at the center of the brand narrative, connecting brand, culture and behavior.
Throughout this journey, the brand has addressed topics such as menopause, helping increase visibility around the issue, as well as diversity and inclusion, female body autonomy, violence against women, responsible skincare for teenagers, motherhood, universal parental leave and bullying.
These initiatives stem from active listening and the brand’s relationship with consumers, unfolding into movements and projects aimed at generating positive social impact. This trajectory is what supports initiatives such as “É Meu”, reinforcing the brand’s commitment to using its relevance to encourage important conversations.
