Between May 19 and 25, Grupo Boticário promoted another edition of “Beauty Days,” solidifying the date as a milestone in the company’s promotional calendar. The week was dedicated to promoting over 1,000 products with exclusive discounts of up to 70%, driving a significant growth of 42% in e-commerce sales compared to the previous year’s edition. Additionally, reinforcing the bet on the integration between content and conversion, Grupo conducted a marathon of over 15 hours of live broadcasts during the promotional period.
Since its implementation in 2022, the social commerce strategy has been recording consistent and accelerated growth. In 2024, just two years after its launch, the initiative’s revenue was already seven times higher than that recorded in its debut year, establishing itself as one of the pillars of Grupo’s digital sales. In 2025, sales through the social commerce channel during the Beauty Days campaign grew 65% compared to the previous year’s campaign, highlighting the strategic role of this modality in the company’s digital performance.
This year, Grupo Boticário’s strategy was to position the “Beauty Days” campaign between two of the retail sector’s main dates — Mother’s Day and Valentine’s Day — capitalizing on consumers’ heightened interest in gifts and personal care during this period. The choice differed from the previous edition, held in August, and proved successful: social commerce sales recorded a growth of 649% compared to the same period last year, while e-commerce as a whole advanced 169% compared to May 2024, highlighting the strategic role of this modality in the company’s digital performance.
According to an Accenture survey, the global social commerce market is projected to reach $1.2 trillion by the end of 2025, reflecting consumers’ growing adoption of interactive and live shopping platforms. Capitalizing on this rising wave, Grupo Boticário saw an opportunity to expand its operations and further connect its products to the public in an immediate and dynamic manner.
For the digital strategy during this year’s campaign, the company bet on an intensified frequency of live streams, distributed across different formats, platforms, and strategic times. The pro
