Thaty is one of the most well known fragrances of Boticario. On its 25th anniversary, the client wished to revitalise the brand, and reposition it in the Boticario portfolio, as well as the perfume market by augmenting its quality perception. That would be done creating a new fragrance called Thaty Princess, which would be magical and enchanting, and brings fantasy to the real world, for a consumer that dreams, makes her own rules and goes after her own destiny.

Work started with the research of the feminine world of women between 17 and 25 years of age, their beliefs, way of life, and desires. We looked for the magic they were missing, and we discovered it was the kind of fairytale we find in books. Because they are no longer little girls, but women that control their own lives, that still believe that good things happen to good people.

Thaty Pincess was very well accepted. Consumers were surprised because it was perceived as a fresh look at a well known concept. The new bottle, was feminine, strong but at the same time delicate and magical. The royalty reflected by its soft angles, makes the consumer feel special and cherished. From the moment it was presented it immediately turned into an item for collectors.