In Brazil, reports of misogyny, violence, or discrimination against women increased by 224.9% compared to the previous year. This data from the National Cybercrime Reporting Center of the ONG SaferNet Brasil, referring to 2025, materializes a growing feminine fear: of being publicly exposed in fake images created with artificial intelligence. Attentive to this scenario, O Boticário, a Brazilian cosmetics company, created the Code Her movement, composed of actions that include a bot that alerts about modification and sexualization attempts of photos by AI, and the availability of a digital handbook with the necessary information to report and act on possible legal implications.
The initiative is aligned with the positioning of the feminine fragrance brand Her Code which, since 2023, opens conversations and initiatives for women on the theme of female pleasure which, even though it has advanced in discussions, remains surrounded by many taboos, and unfortunately, serious violations against the female body. “It is important to highlight that artificial intelligence has brought numerous positive possibilities and that it is the human intention behind the prompt that can make it a tool for public exposure and vulnerability. Our initiative is to position ourselves increasingly as allies of women, advancing in the construction of projects that go beyond the universe of beauty, promoting relevant discussions and proposing connected and constructive solutions,” says Carolina Carrasco, Branding and Communication Director of O Boticário and Quem Disse, Berenice?.
Created by the agency AlmapBBDO, the project emerges as an educational ally to open the conversation about image manipulation by AI and encourage the search for information about legal protections. The initiative unfolds into a multi-platform campaign with a digital film starring singer Marina Sena, in addition to featuring content with Rose Leonel, a journalist who had intimate images disclosed without consent in the early 2000s.
The campaign also reinforces information about existing Brazilian laws for reporting these crimes, such as the “Rose Leonel Law”, “Carolina Dieckmann Law”, “Maria da Penha Law”, and the Civil Rights Framework for the Internet – all named after Brazilian women who suffered violence, whether in physical or digital environments.
“This behavior on social media is a serious symptom of our society. But the internet is not a lawless land. With Code Her, we are using AI against AI, so that women can share photos of their bodies however they want and they continue to be theirs alone,” state Ana Novis and Paula Keller Perego, Creative Directors at AlmapBBDO.
How the Code Her Bot works
Code Her was developed as a bot within the X platform, which can be activated by users themselves by simply tagging @CodeHerBot when sharing their photos on this social network. Women interested in having monitoring on their posts must access the project’s website (codeher.boticario.com.br), which contains all information and guidelines, and upon accepting the terms, will activate the feature.
After activation, when publishing photos, tag @codeherbot in the post so that the feature, through the AI chatbot, monitors the publication. If there is a photo-manipulation attempt by Grok (X’s AI), the image will not be displayed; an alert signaling the attempt will be sent to the victim, indicating the official channels for reporting and raising awareness of laws and rights.
Other Boticário Group initiatives in Brazil
For this year’s Women’s Day, the Boticário Group expanded the debate on the reality of violence against women in Brazil by launching the exclusive WhatsApp channel “Precisamos Falar” (We Need to Talk), designed in partnership with Bloom Care, a digital female health platform founded by women and guided by science.
Throughout the month of March, the channel gathered the medical community, lawyers, and psychologists to guide society on how to act and face violence against women, through accessible content and high technical rigor. Real doubts and urgent questions from the community turn into active listening and content co-created with these specialists, provoking reflections and tools so that women and men understand what is behind these cycles of violence and what can be done as a society to help more people understand how to act in the face of violence against women.
More than 15,000 people visited the WhatsApp channel, which showed that talking, listening, and learning about violence against women is urgent and necessary.
CAMPAIGN CREDITS
Advertiser: O BOTICÁRIO
Title: Code Her
Product: Her Code
Agency: AlmapBBDO
President and CEO: Filipe Bartholomeu
CCO: Pernil
Creative Vice Presidents: Fernando Duarte and Henrique Del Lama
Creative Directors: Ana Novis, Paula Keller Perego, and Sabrina Villar
Creative Team: Áurea Ramon, Camilla Lopes, Giullia Abreu, and Renata Carignani
Head of Innovation: Sérgio Mugnaini
Martech: Daniel Diniz e Lucas Turquetto
Head of Content: Renan Bianco
Audiovisual Production: Diego Villas Bôas, Juliana Henriques, and Gabriela Chineze
COO: Rafaela Alves
Chief Impact Officer and VP of Account Management and Business: Camilla Massari
Account Management: Andressa Duo, Yohanna Maia, Roberto Silva, Cláudio Oliveira, and Manuella Luz
CSO: João Gabriel Fernandes
Strategy: Daniela Ferrari
Client Approval: Renata Gomide, Marcela De Masi, Carolina Carrasco, Sylvia Cardoso Castello Branco, Caroline Prado, Letícia Lamarca, Jaqueline Berto, and Helena Menegassi
Image Production Company: LA COBRA STUDIO
DIRECTION: Mari Cobra
LINE PRODUCER: Giuliana Eira
EXECUTIVE PRODUCER: Mari Cobra
CPO (LANDSCAPE): Renata Munaretto
PRODUCTION COORDINATOR (LANDSCAPE): Jonas Matos
1st ASSISTANT DIRECTOR: Priscila Almeida
PRODUCTION DIRECTOR: Lucas Branco (Lucão)
DIRECTOR OF PHOTOGRAPHY: Danilo Rosa
1st CAMERA ASSIST: Flora Pinho Correia
2nd CAMERA ASSIST: Carina de Barros Fernandes
VIDEO ASSIST: Giovanna Ohl Fedel
LOGGER: Laurie Braatz
KEY GRIP: Gerlando dos Santos Pereira
GAFFER: Bárbara Lopes
SOUND MIXER: Juliana Saldanha
COSTUME DESIGNER: Leandro Porto
MAKEUP ARTIST: Yanthi Brignol
EDITOR: Facundo (Cutu)
FINISHER: Matheus Ricardo
VFX & MOTION: Chico Beraldo
POST-PRODUCTION SUPERVISION: Augusto Medeiros
COLOR: Psycho n Look
POST-PRODUCTION COORDINATOR: Luana Daminelli
MANAGEMENT AND POST-PRODUCTION: Braza Post
Audio Production Company: QUIET CITY MUSIC + SOUND
AUDIO PRODUCER: Chris Jordão
ACCOUNT MANAGEMENT: Xanna D’aguiar and Karina Vadasz
AUDIO FINISHING: André Melges and Leandro Barduzzi
Rose Leonel Production: VOZ
Content Director: Christina Melo
Content Producer: Yara Tieppo
AI and Development Partner: Benext
