Winnin, a platform that uses proprietary AI to map cultural trends based on video consumption on the internet, has just released a ranking of the Perfumery and Cosmetics brands that captured the most attention during Carnival 2025. The research reveals how these brands achieved relevance in public conversations.
Based on the data, Natura, Avon e O Boticário dominated the podium among Perfumery & Cosmetics brands this year’s Carnival.
Owned, Earned, and Paid content about Carnival on Instagram, TikTok, Facebook, and YouTube from 03/01 to 03/09. Brazil. All genders and ages.
As a sponsor of some of the main VIP areas in São Paulo, Salvador, and Olinda, Natura assembled a star-studded team featuring Milton Cunha, Taís Araújo, and Isabelle Nogueira, making a big bet on videos—and the strategy worked. The brand captured the most digital attention and stood out as the most remembered among revelers.
Looking exclusively at User Generated Content (UGC), three brands stood out in the ranking, Natura (289K), O Boticário (78K) e L’Oréal Paris (49K).
This data shows how the power of communities amplifies the reach of beauty brands. Quem Disse, Berenice e O Boticário also stood out with an impressive performance: engagement on user-generated content was nearly 17x higher than that of videos published by the brands themselves, reinforcing the importance of audience participation in amplifying messages.
It’s also worth noting that, without a single owned video, L’Oréal Paris secured 4th place in total Carnival engagement, betting 100% on the power of UGC and influencers like Lore Improta, Laura Britto, Luisa Perisse, and Kenya Borges.
The study also highlights the key approaches that drove the success of these campaigns. Additionally, it indicates how these trends can guide future brand actions, emphasizing the need to develop campaigns that combine entertainment, emotional connection, and cultural relevance.
