O Boticário is Brazil’s most beloved brand of beauty products, and also the country's most famous Christmas gift. Its gift packages are real national icons. So last Christmas, instead of launching one more campaign, we decided to start a whole national movement. A movement encouraging more gestures of love and kindness, represented by the ribbon tying up every O Boticário gift.

That’s how the Por Mais Laços de Carinho (For More Loving Ties) movement was born. 

The Por Mais Laços de Carinho campaign was launched with an internet video, showing examples of kind acts and encouraging people to share it.

Right after, our website offered a customized song to be given as an audio gift card or as the gift itself. Users chose the reasons they liked the person they were giving the gift to and a song with a unique combination of lyrics was composed.

On social networks, we collected stories of kindness that came not only via fans comments, but from a variety of places. Points of sale and shopping mall stands collected acts of kindness recorded in videos. O Boticário employees could also send their stories on their workplaces. The brand's magazine, Viva Linda, also encouraged the movement.

Every one of these interactions, including gift purchases, featured in a counter called Laçômetro (or Loving Ties Meter) located on our website.

Over 14 million people were reached, or 73% of the target.

The Laçômetro counted 5,206,891 interactions with the campaign.

The internet video reached almost 2 million viewers.

The website had almost 450,000 visitors, with 127,841 unique songs ?created, most of them via organic access.