The editorial content was developed in partnership with the communication vehicles. And, to expand repercussion and make the information democratic, they were run on various media platforms that, in addition to bringing the fashion universe closer to O Boticário’s consumers, also helped expand visibility for the brand: •Open TV: advertorials on high-rating shows, on Globo Network and RedeTV!, the main broadcasters in the country.•Pay TV: sponsorship of the event’s broadcast and advertorials on shows on GNT, the channel with greatest affinity to the female audience.•Magazines: advertorials covering the event in Caras and Quem magazines, the weekly celebrity magazines with highest circulation.

•OOH TV: vignettes about the event in elevators at office buildings, to bring the subject of fashion into people’s everyday life.•Digital: articles covering the event on the main web sites and portals geared at a female audience told all of the event’s news.•Twitter: daily posts about what happened backstage at the event.

The makeup show was so original that it generated millions of R$ in spontaneous media, with hundreds of articles published in the most diverse communication vehicles – equivalent to more than ten times the media investment.The media strategy let over 46.8 million people throughout Brazil stay up to date on the brand’s activities during the event, making it more open and accessible, in line with O Boticário’s values.

And the success was not just in audience and buzz. The sales results were also surprising: 53% growth in sales in comparison with the same period of 2010.