São Paulo, March 2025 – Believing that true strength comes from the courage to face challenges, O Boticário launches a campaign that encourages men to turn obstacles into fuel to move forward. As part of this initiative, the brand presents “Clash of Giants,” a thrilling spectacle of adrenaline and resilience. The action marks the debut of Clash, a new men’s fragrance line that breaks away from traditional success standards, inspiring men to confront daily pressures with determination.
Under pressure, water transforms. Once a symbol of calm and beauty, it reveals its raw power, creating the perfect setting where only the strongest can turn challenges into triumphs. “Clash of Giants” pushes resilience to the limit in an epic showdown at Boa Vista Village Surf Club—an artificial beach with perfect waves, powered by PerfectSwell® technology—becoming a true test of strength, skill, and courage.
Inspired by Clash’s high-pressure extraction method, designed to push men to their peak performance, actors Rodrigo Santoro and Nicolas Prattes, singer L7NNON, and rising stars of Brazilian surfing will take on three intense surf heats. The challenge is set by none other than Gabriel Medina, the brand’s ambassador and a legend in the sport.
This concept also comes to life in the campaign film, “Clash. From Pressure Comes Strength,” created by AlmapBBDO. The production captures the powerful clash between water and rock, symbolizing the tension between resistance and transformation. This metaphor embodies the journey of resilience that the brand stands for, illustrating that true strength emerges from overcoming adversity. Representing this philosophy, Gabriel Medina, a high-performance athlete both in and out of the water, exemplifies the relentless pursuit of greatness. His journey—marked by victories in surfing and personal life—serves as an inspiration for the brand to celebrate the resilience and strength that arise from pressure.
According to Carolina Carrasco, Director of Branding and Communication at O Boticário, this launch reinforces the brand’s commitment to innovation and new perspectives, solidifying its role as a leader in the fragrance industry. “Clash opens a new chapter in men’s perfumery, bringing a bold and authentic narrative that embodies the spirit of resilience. In this movement, ‘Clash of Giants’—an electrifying competition in an impactful setting—becomes a challenging experience, elevated by the incredible talents involved, proving that under pressure, the greatest stories are written.”
The 360° campaign will be featured on national and cable TV, social media, and streaming platforms, alongside exclusive event content and a second film focused on the product itself. “This project is the result of a strong collaboration between agency, client, and production. Together, we were able to materialize the key essence of the fragrance: the encounter between water and rock. Two forces that exist within us all—especially in Medina. An athlete so light that he seems to fly over the waves, yet so strong that not even an injury can hold him back,” says Igor Cabó, Creative Director at AlmapBBDO.
In an exclusive pre-launch event for resellers, the brand is investing in a comprehensive strategy to maximize Clash across all touchpoints. For the first time, a special event at IFF gathered top resellers and industry influencers for an immersive experience. The activation included Instagram coverage via @influsdabeleza, personalized videos from Medina, an exclusive landing page, and marketing materials. E-commerce visibility will be amplified through paid media, premium placements, and a unique customization of the logo, app, and website—including videos, animated GIFs, and updates in app stores.
