Campaign SpotlightPress Release

O Boticário and AlmapBBDO reimagine intimacy with digital book Her Touch

SÃO PAULO, BRAZIL – Brazilian beauty giant O Boticário, in partnership with AlmapBBDO, released Her Touch – a digital book that explores pleasure, touch, and self-love through a refreshingly artistic and poetic lens.

The book was born out of Her Code, the brand’s trailblazing fragrance sub-label that’s rewriting the narrative around women’s pleasure. As a continuation of the conversations sparked by its perfume launch in 2023, Her Touch deepens the brand’s commitment to reshaping cultural norms.

At 162 pages, the publication is not your average manual. Written by sexologist Mari Williams (ISEP Barcelona), and brought to life by illustrators Estela Carregalo, Gio Simões, and Larissa Constantino, the digital edition invites women to reconnect with their skin as their first and most intimate source of sensuality. Subtle, lyrical, and unapologetically feminine, Her Touch shies away from the clinical, instead offering gentle guidance through emotional texture, short chapters, and visual storytelling.

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“We’ve been taught that there’s a right way to feel pleasure; so when we can’t access the sensations we imagine we should be feeling, frustration is inevitable,” explains Mari Williams. “Understanding that each of us is different and that there’s no single, universal map to finding your pleasure is the first step to opening yourself up to exhilarating new possibilities. The goal of Her Touch is to invite women to prioritize their pleasure – not as yet another item on a checklist in our busy routines, but as a reminder that we’re entitled to tenderness, rest, and self-care.”  

Williams is part of the compelling story behind Her Code, reinforcing communications and helping to break taboos around the subject. During March, as part of the launch of the new guide, Mari will join Marcela McGowan, a gynecologist specializing in sexuality, and the CEO and creative director of Obvious, Marcela Ceribelli, as well as other special guests, on a roundtable to discuss the book.  

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For Catharina Mendonça, a copywriter on AlmapBBDO’s creative team, this work celebrates female belonging. “Her Touch is an idea that provokes society and is helping to lead a broader movement by presenting a fresh angle on female empowerment and questioning the sexual mores to which women are often subjected. This is a project born from the hands of many women and designed to be explored by countless more.”  

For readers 18-plus, Her Touch will be available in a free digital edition, expanding its reach and ensuring that more women can access this innovative path to self-knowledge. The initiative’s 360°  communications strategy includes press kits, collaborations with content creators and platforms such as Amazon, and Near Field Communication (NFC) technology – which, as any mobile device approaches Her Code or Her Code Touch packaging, offers up exclusive content in the virtual environment of the Her Code Hotel, reaffirming Boticário’s goal to broaden access and the conversation around women’s pleasure through the power of touch. 

CREDITS 

Agency: AlmapBBDO 
Client: O Boticário 
Title:  Her Sutra 
President and CEO: Filipe Bartholomeu           
CCO: Pernil
Executive Creative Directors: Eduardo Lima and Rodrigo Adam Creatives: Bella Eger, Catharina Mendonça, Júlia Azevedo, and Ste Bressan
Art Assistant: Rayane Oliveira 
Client Services: Camilla Massari, Andressa Locatelli, Bruna Defelippe, Vivianne Santos, Thais Guarlotti, and Julia Vasconcelos, José Henrique Pereira 
CSO: João Gabriel Fernandes 
Strategy: Daniela Ferrari, Julia Martins, and Giovanna Schiavon 
CDMO: Rafaela Alves 
Media: Francisco Custódio, Suellen Kiss, Yasmin Baffa, Vanessa Vieira, and Grasielle Santana 
Special Projects: Julia Newman, Marilia Alves 
PR: AlmapBBDO, Giusti Creative PR, and PROS 
Illustrators: Estela Carregalo, Gio Simões, and Larissa Constantino 
Writer and Sexologist: Mari Williams 
Publisher: Labrador 
Graphic Production: José Roberto, Marcos Souza 
Final Art: Carlos Henrique Azevedo 
Revision: Zuzima Turano 
Art Buyer: Tereza Setti, Stephanie Biekarck 
Photographer: Mariana Valverde (Estúdio Almap) 
Client Approval:  Marcela De Masi Nogueira, Carolina Carrasco, Giovana Orlandeli Sampaio, Eduardo Rebola, Maria Augusta Silveira, Barbara Dias, Agata Oliveira, Laura Yanaguibashi  

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