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O Boticario

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Submitted By aureliana
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The cultural resources route

HISTORY OF THE BRAND
"Boticário” (apothecary) is what pharmacists used to be called, and that was the name Miguel Krigsner chose for his new compounding pharmacy, which opened its doors on 22 March 1977 in the centre of the city of Curitiba, Paraná. The idea came to him after he attended a course in Porto Alegre on the revival of compounding handmade medicinal products. These types of products offered patients personalised treatment, particularly in the area of skin care. Krigsner wanted his new shop to be more than just a pharmacy; he wanted it to be a truly pleasant place where people would feel good. So, instead of counters full of remedies, the store had a carpeted waiting room with a sofa, magazines and coffee for people to enjoy while their prescriptions were being prepared. It was the beginning of the special customer care that the brand is still known for today.
In a few short years, what started out as a small pharmacy had become the largest perfume and cosmetics network in the world with more than 3,600 shops in Brazil and approximately 600 points of sale in other countries.

O BOTICARIO IS…
A brand with attitude, a brand of closeness, self-esteem, happiness and beauty that inspires beauty!
A brand that knows that happy women are the most beautiful women
An upbeat brand that always sees the GOOD side of life
A brand that offers its customers specialised counselling, invests in ongoing training and takes special care of its Fans
A brand of addictive products with unforgettable fragrances, vibrant colours, irresistible textures and proven results
A brand that specialises in gifts, even if they are for yourself

THE BRAND IDENTITY
The brand’s history coincides with the Brazilian beauty values (at the beginning, non industrial production) as it is a former pharmacy :
- the customer’s well-being is at the center of its strategy
- the make-up and cosmetics are made to enhance the women’s natural beauty, not to disguise it
The cultural myth-making : “Brazilian women’s beauty secret is hidden in the(ir?) nature”
The cultural meaning : Brazil is seen as a colourful country full of life, a nation linked to nature, well-being and warmth.
All brazilian natural resources (nuts, tropical fruits, climate) is the reason why women in
Brazil are so beautiful.

BRAZILIAN CULTURAL RESOURCES IN BEAUTY
In Brazil, beauty is mostly associated with nature.


Castanha do parà or “the queen of the Amazonian forest”: used by indigenous tribes for its soothing and lubricating properties.



Andiroba or “the tree of life”: furnishes a nourishing oil ideal for dry skin and damaged hair.



Cupuaçu butter: related to cocoa, absorbs water and provides a soothing and moisturising effect to relieve fragile skin.



Maracujà (passion fruit) oil: restores skin by making it supple again, with a very captivating vitamin-packed scent. CULTURAL MEANING BY DESIGN

STRENGHTS
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great variety of products strong identity good product quality

OPPORTUNITIES
-

-

export Brazilian values and assets compete with other cosmetic brands with different values
Olympic games 2016

WEAKNESSES
-

weak presence on social networks no brand awareness in foreign countries weak advertising strategy portuguese as communication language
Brasil has no legitimacy in making cosmetic products in the westerns countries

THREATS
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many competitors saturated market taxes and laws to enter foreign markets cultural barriers loss of the brand identity if it has to adapt to a new market to fit in the people’s standards

OBSTACLES TO INTERNATIONAL DEVELOPMENT
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language barriers (the name of the brand is portuguese, most of the website is in portuguese, twitter account in portuguese) not well developed website (american website under construction) lots of competitors no brand awareness

BRAND DEVELOPMENT
A logo that is sober (colour) and generous at the same time (shapes, bold font).
The name is portuguese, so it doesn’t tell immediately from which country it is from
(it could be from Portugal, Mozambique, Angola…)
Where should we go?
-Europe: England/France/Spain
-China

COMMUNICATION
-

in the medias
Online

How should we communicate?
Choose a Brazilian ambassador in the country we want to settle already known in the country :
Christina Cordula/ Gisèle Bundchen
Focus on the mediatic exposure from the Olympic games in Brazil

Develop social networks
International ad campaign (press, tv, social networks)
Point out Brazilian lifestyle and beauty: happiness, freshness, beauty…

REINFORCEMENT
-

packaging pricing How could we reinforce?
Build brand awareness through storytelling and new design

Make the brand more recognizable with a main color for the logo

Develop a website in each language
Have a universal slogan : “Happy woman are the most beautiful”
Add caracteristics of each product on the website (natural ingredients)

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