Braé Hair Care, a premium brand of high-performance cosmetics, set a revenue record this Black Friday, the biggest in its history. With discounts of 50% to 70% across the site, the company earned R$ 26 million – over 100% growth compared to 2023, which was R$ 10 million.
With the campaign “Braé as you’ve never seen before,” the company executed a robust action with different fronts, making influencer marketing the centerpiece of the strategy, which not only drove sales but also brought the brand even closer to its customers and attracted new consumers.
Over 25 big influencers, such as Adriane Galisteu, Deborah Secco, Rafa Kalimann, and Paolla Oliveira, along with personalities like Gabi Brandt and Gil do Vigor, gave voice to the campaign. About 50 User-Generated Content (UGC) creators generated content for experimentation, and over 1500 affiliates highlighted the brand’s exclusive promotions on their networks, resulting in 15% of the company’s total revenue. More highlights include: 300 assets focused on conversion; 150 exclusive contents; and five endomarketing actions.
“The result was exceptional and represents the strength and greatness of Braé in the beauty market in Brazil. It is gratifying to see the team’s commitment and dedication to achieve this impressive number, it was a joint effort and exceeded all expectations. I am proud!” highlights Renato Antunes, CEO, and founder of the brand.
Currently, Braé is one of the leading cosmetics brands in the hair care market, present in 26 countries, in over 25,000 beauty salons and 5,000 multi-brand stores, as well as 12 kiosks between the states of Rio de Janeiro and São Paulo.
