São Paulo, April 2026 – O Boticário presents “Goodbyes”, its Mother’s Day campaign that explores a universal truth and one of the most prominent topics on social media leading up to the date: the “empty nest.” According to the brand’s social listening data, 64% of conversations around the topic carry tones of sadness and loneliness. To counter this, the film uses the metaphor of a train journey to show that, although a mother says goodbye to the same child countless times throughout life, each farewell also marks a new beginning.
“Mother’s Day is one of our most anticipated campaigns of the year, as being present in a meaningful way during this moment is part of our cultural role. As a preferred gifting brand*, we believe our responsibility goes beyond business. We aim to spark conversation and connection. This year, we chose a universal and deeply truthful theme: motherhood as a succession of new beginnings. Being a mother is mastering the art of saying goodbye at every stage of growth — from arms that become steps, from clothes that no longer fit, to the nest that expands into the world. Through this campaign, we seek to validate the emotions that shape the maternal journey, showing that motherhood is an ongoing farewell disguised as growth,” says Carolina Carrasco, Branding and Communication Director at O Boticário and Quem Disse, Berenice?.
The audiovisual production, based on an insight and concept developed by AlmapBBDO, uses a train as a metaphor for time and transformation in motherhood. The story follows Karina and her son João as a baby. When she boards the train and settles him into a seat, she experiences her first goodbye. As the journey begins, she realizes the child falls asleep on his own, no longer needing her embrace. Moving through the train cars of her own story, she relives different milestones: when João learns to pronounce words correctly, when he grows too big for her lap, as a teenager spending New Year’s Eve with friends and his girlfriend, and finally, adulthood — when he leaves home to build his own life.
Set to a special version of The Blower’s Daughter by Damien Rice, the narrative unfolds into a symbolic reunion between mother and son across different life stages.
“Motherhood is also about letting go — something rarely discussed in Mother’s Day conversations. By addressing the ‘empty nest,’ we aim to acknowledge a reality that is often silent but deeply present in the relationship between mothers and their children. Giving space to these small goodbyes, which are also filled with love, pride, and transformation, allows us to build a more genuine and relevant connection with those who experience these moments every day,” says Camilla Massari, Chief Impact Officer and VP of Client Services and Business at AlmapBBDO.
Beyond the film, the campaign unfolds through a 360° strategy to expand the conversation around goodbyes. O Boticário brings together voices from entertainment and digital influence to reflect different stages of motherhood through both online and offline activations.
The brand also takes the theme to YouTube, inviting a group of film and series influencers to analyze the set design, soundtrack, and script of “Goodbyes” alongside mothers, fostering dialogue and shared perspectives across generations.
