The Carnival is one of the most important and highly anticipated events of the year in Brazil. It is a celebration that is constantly evolving, with hundreds of people every year striving to improve their makeup for the parties. After a three-year hiatus due to the pandemic, 2023 was expected to be the year of the triumphant return of the Carnival. At the same time, artificial intelligence platforms are becoming increasingly prominent and relevant in our lives. With this insight, Boticário, the biggest brazilian beauty brand, has issued a challenge to create an idea that will help its customers take their makeup to the next level during Carnival by incorporating the power of artificial intelligence.

Using three years of beauty content and social listening from O Boticário directory, we prompted the MidJourney platform to create an AI-generated makeup editorial. With more than 2000 images generated through the process, we curated down the 21 most inspiring to serve as a reference for our customers during the Carnival. Additionally, we built an e-commerce web page where customers were able to select their favorite images and discover the exact products needed to recreate the looks at home.

To launch it, we brought in the biggest make up artists to test out the looks, generating a campaign that engaged with several influencers and users across social media.

To create a personalized and targeted experience for its customers, the campaign utilized social listening to gather data and insights about the latest trends and the audience's preferences. Along with the Boticário database, this information was used to create A.I. images with the exact colors of O Boticario's products, resulting in a gallery of over 2,000 ideas that were curated down to the 21 most inspiring. The campaign's approach involved releasing a video featuring a makeup artist and influencers getting inspired by the A.I. looks to get ready for Carnival. The video also featured a strong call to action promoting the campaign's e-commerce page where customers could select their favorite images and discover the products needed to recreate the looks at home. In this way, the combination of artificial intelligence, social listening, and curated trends, resulted in the reinvention of operations and customer experiences.

First, we used the Boticário community to discover the main makeup desires of consumers for Carnival. Then, we used these insights, three years of Boticário content, and the specifications of the brand's main products to work with MidJourney and create our editorial. In total, we generated over 2,000 images, which we curated down to the 21 most inspiring. Next, we released a campaign video featuring a makeup artist and some beauty influencers getting inspired by the A.I. looks to get ready for Carnival. This video also features a call to action promoting our '/imagine_Carnival' e-commerce page where customers could select their favorite images and discover the products needed to recreate the looks at home. To wrap up and spread our message, we created makeup tutorials teaching how to recreate the images and invited dozens of creators to reimagine our A.I. makeup compositions on themselves.

With the '/Imagine_Carnival' campaign, O Boticário achieved the 4th highest visibility among brands in the press during the carnival, representing a remarkable 467% increase compared to the previous year. The campaign's dedicated webpage received six times more traffic than the official Boticário carnival webpage and accounted for 30% of the total e-commerce profit during the carnival period. Overall, the campaign generated 76 million impressions, making it a resounding success for O Boticário.