The activation was part of O Boticário's —the leading beauty brand in Brazil—strategy to reach new audiences and connect with the gaming community.

For over two years, O Boticário has been building its platform for female empowerment in gaming,

sponsoring female teams and helping raising visibility to their squad of gamer influencers.

As part of the brand building challenge in the scene, SKILLS OF BEAUTY had the following objectives:

. Create awareness for the brand's purpose in gaming scenario,

. To be a proof point of the brand's purpose by making people truly pay attention to female gamers abilities and the beauty of their gaming skills.

. Safeguard its activities from the entry of other brands in the category. Therefore, this action was also crucial for O Boticário, as a pioneering brand, to lead the vision of beauty in gaming.

While men are praised for their skills, female gamers are judged by their looks.

77% of women suffer from inappropriate comments in the game. (Source: TechTudo)

So, O Boticário, the leading beauty brand in Brazil, wanted to change the narrative.

We redefine what beauty means in gaming with a strong message: Let's stop talking only about gamers appearance, and let the beauty of their gaming skills speak for themselves.

O Boticário presents: SKILLS OF BEAUTY

A game reaction mechanism that triggered the media platform every time our streamer achieved a major play. At this time, more than 45 personalized messages were created to highlight the beauty of the streamers skills. A high level os customization never done before.

We sponsored 60 female gamer streamers and created various pieces with ultra-contextualized messages, which were displayed during the live streams of these gamers every time they executed a play with mastery.

O Boticário is the leading beauty brand in Brazil and is entering the gaming scene to engage with young female audience.They represent 50.9% of Brazilian gamers, yet they lack visibility.

The problem starts at the livestreams—a powerful tool for gamers to showcase their skills. However, female gamers face a major challenge during livestreams: they receive thousands of inappropriate comments that have nothing to do with their skills, but rather about their appearance.

As a beauty brand, we wanted to redefine what beauty is in gaming with a strong message: Let's stop reducing gamers to just their appearance, and let the beauty of their gaming skills speak for themselves. To do that, we used the real-time data mechanism from Twitch, capable of identifying, via AI, moments in the live streams when the gamers executed brilliant plays, and then we displayed messages highlighting the beauty of their gaming skills.

SKILLS OF BEAUTY used an interactive in-stream campaign, in which we sponsored over 60 female Brazilian streamers. In that way, we could reach gamers in their native environment, during their live streams gameplays.

In their live streams, We used a game reaction mechanism cabable to reacted to in-game events in real time, which enabled O Boticário to be the part of key moments of gamers streams. That way, the brand shared a message that was perfectly tailored to the game flow.

Right after a streamer executed a play with mastery, an artwork with a copy praising the beauty of that gaming skill automatically displayed:

The gamer eliminates an opponent: "Sharp aim, sharp eyeliner";

Won the game: The Power of Killer Eyes,

At the end of the campaign, we did a survey with the streamers, and 97% of them agreed that the activation helped shift the audience's focus to their skills.

. Over 4.5MM of views on Twitch,

. The banners with the messages received 5x more clicks than the benchmark, above the average for campaigns conducted on Twitch,

. The first Brand to use this AI tech,

. 97% of the viewers believed that the campaign empowered women in games (Source: Twitch)

. O Boticário grew brand perception, becoming the most important beauty brand among gamers in Brazil, according to / "Gaming Brasil Survey" ("Pesquisa Gaming Brasil") - the official brazilian market gaming research,

. We grew by 20% in brand consideration among the gaming audience, according to the 2024 Gaming Brazil survey - the leading Brazilian research on the gaming market.