São Paulo, July 2026 – O Boticário, recognized as consumers’ favorite gift-giving brand*, is launching a Father’s Day campaign that reflects on how social media algorithms are transforming the way different generations consume content, connect, and exchange gifts.
Today, each user receives personalized recommendations based on their own interests, creating increasingly individualized online experiences. As a result, parents and children often follow different creators, trends, and cultural references, forming separate digital bubbles that make communication more difficult—and leave children with fewer clues about what their fathers would actually like to receive for Father’s Day.
To change that, O Boticário introduces “The Trend of Trends,” a campaign starring TV presenter Tadeu Schmidt, created by SoWhat. Rather than competing for younger audiences’ attention with a traditional Father’s Day campaign, the brand flips the algorithm on its head by encouraging fathers to enter the same digital world as their children. The campaign features content inspired by some of social media’s most popular formats—such as ASMR, reaction videos, “Get Ready With Me” (GRWM), and unboxings—encouraging dads to tag their children while showcasing the gifts they’d love to receive.
The idea is simple: replace subtle hints dropped in family group chats with videos created in the language that dominates today’s social platforms. Instead of waiting for their children to guess the perfect gift, fathers use humor, trends, and native social media formats to get their wish directly onto their children’s “For You” feed. In doing so, O Boticário turns the algorithm—once responsible for creating digital bubbles—into a bridge between generations, using entertainment as a tool to bring families closer together.
“More than simply talking about Father’s Day gifts, we wanted to create a fun initiative that brings fathers and children together by placing them in the same cultural and digital universe,” says Carolina Carrasco, Branding and Communications Director for O Boticário and Quem Disse, Berenice?. “At the same time, we’re seeing more and more men becoming interested in fragrance, self-care, and wellness, making gift choices increasingly personal and reflective of each father’s personality. With The Trend of Trends, we’ve turned a very real family situation into an opportunity for connection and entertainment, reinforcing the brand’s role in encouraging more direct conversations across generations and making gift-giving even more meaningful.”
Using the authentic language of social media, Tadeu Schmidt dances, films a “Get Ready With Me,” plays with popular internet entertainment formats, and encourages other fathers to take over their children’s feeds
“If you’re from the generation that’s always talking about ‘farming aura’—whatever that means—and you can’t stand classic dad jokes… you can skip this video. This conversation is from one dad to another,” the presenter says at the beginning of the campaign film, inviting fathers to join the movement.
“The starting point for this campaign was recognizing that parents and children are no longer browsing the same internet,” says Gui Zunttini, Creative Director at SoWhat. “Different generations consume completely different media, references, and languages, and trying to communicate with them using outdated formats may no longer work. For SoWhat, a Social-First approach goes far beyond creating social posts. We believe in a strategy built around cultural truths from the digital ecosystem that shape the brand’s entire planning process. User behavior, data, and feed dynamics sparked a fun, proprietary narrative that teaches fathers how to use native social entertainment to their advantage while solving the very real challenge of helping children choose the right gift.”
After helping fathers break through their children’s digital bubbles, O Boticário extends the connection to the gift-selection experience with Create Your Gift. The initiative allows customers to build personalized gift combinations from participating products, creating custom kits that reflect each father’s style and personality. Consumers receive progressive discounts: 20% off when purchasing two items and 25% off when purchasing three or more.
To make gift selection even easier, the brand has also curated a special Father’s Day collection featuring 28 gift kits and bundles, starting at R$54.90, including best-selling fragrances, personal care products, and accessories for every type of dad.
The gifts are available in O Boticário’s physical stores, e-commerce platform, website and app, through independent beauty consultants, Click & Collect, and WhatsApp Boti.
*Among fragrance, beauty, and cosmetics brands. Source: Kantar Insights Brazil – National Survey (Brazil), conducted in January 2026. Sample: 800 interviews with men and women aged 18–55 from the general population.
