São Paulo, February 2026 — O Boticário launches the Geração Cereja campaign to promote the new Cuide-se Bem Cereja de Fases line, using TikTok Brand Takeover, a new advertising format, with premium positioning on the platform. This action marks a historic achievement: O Boticário becomes the first beauty brand in the world — and the first brand across all categories in Latin America — to use the media format, impacting 100% of the platform’s audience during an exclusive day.
The creative proposal, developed in partnership with the agency SoWhat, is based on a clear insight: we live in the era of self-care, with increasingly complex beauty routines, but one fundamental aspect of care has been ignored: the menstrual cycle. With that in mind, Geração Cereja was born to fill this gap, uniting different generations around what they have in common: menstruation, understood not as an age-related issue, but as an invitation to listen to one’s own body and adapt self-care to the needs of each stage of the cycle. To give face and voice to this movement, O Boticário invites Mel Maia as the project’s protagonist, representing a new generation that masters beauty tutorials but also understands that a complete care routine considers the body as a whole.
In addition to the Brand Takeover, the media strategy includes the use of the Pulse format, which places the brand’s content immediately after the most viewed videos of the moment. The choice of category also reinforces the provocative nature of the initiative: instead of entering directly into menstruation-related content, O Boticário chose to impact the audience in the beauty tutorial category, engaging with an audience that dominates complex skincare routines but often doesn’t associate self-care with the menstrual cycle stages.
After watching the most viral and engaging self-care videos, the message of Cuide-se Bem Cereja de Fases comes on screen to provoke the audience: if it’s possible to follow so many skincare steps, it’s also possible to start caring for the body with more affection and awareness in each phase of the menstrual cycle.
“This campaign marks a new milestone in how O Boticário provokes media and content. Being a global pioneer in using Brand Takeover as a beauty brand is not just about occupying a space, but about redefining how brands can generate cultural relevance on digital platforms. By bringing self-care linked to the menstrual cycle to this format, our goal was to go beyond impact and reach, creating context, normalizing conversations still rarely explored, and establishing real connections with people,” says Carolina Carrasco, Director of Branding and Communications at O Boticário.
For Sofia Ricciardi, Executive Director of SoWhat, the campaign’s differential lies in stepping out of the conventional logic of using the resource. “This format offers the moment of the highest attention on TikTok, but novelty alone doesn’t sustain an idea unless it serves a bigger context. We wanted to break away from the conventional logic of using the resource. By transforming the app’s opening into this call to self-care across the different stages of the menstrual cycle, we used media innovation as a tool to introduce Geração Cereja in the very platform where beauty and care behaviors are most influenced,” she says.
With Cuide-se Bem Cereja de Fases, O Boticário reinforces its commitment to self-care and the strategic use of digital environments, investing in innovative solutions to increase reach, engagement, and cultural relevance, turning TikTok into a stage for a conversation that goes beyond beauty.
