Between May 19 and 25, Grupo Boticário held another edition of "Beauty Days," establishing 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%, boosting aSignificant growth of 42% in e-commerce salescompared to the previous year's edition. Furthermore, reinforcing the focus on the integration between content and conversion, the Group held a marathon of over 15 hours of live broadcasts during the promotional period.
Since its implementation in 2022, the social commerce strategy has been experiencing consistent and rapid growth. In 2024, just two years after its launch, the initiative's revenuewas already seven times larger than what was recorded in its debut year, establishing itself as one of the Group's pillars of digital sales. In 2025,sales through the social commerce channel during the Beauty Days campaign increased by 65% compared to the campaign the previous yearhighlighting the strategic role of the modality in the company's digital performance.
This year, Boticário Group's strategy was to position the "Beauty Days" campaign between two of the main retail dates — Mother's Day and Valentine's Day — taking advantage of the increased consumer interest in gifts and personal care during this period. The choice differs from the previous edition, held in August, and proved to be correct:sales through social commerce registered a 649% growth compared to the same period last yearwhile thee-commerce as a whole advanced 169% compared to May 2024, highlighting the strategic role of the modality in the company's digital performance.
According to a survey by Accenture, the global social commerce market is projected to reach $1.2 trillion by the end of 2025., reflecting the growing adoption of consumers of interactive and live shopping platforms. Taking advantage of this growing trend, Grupo Boticário saw an opportunity to expand its operations and connect its products to the audience in an immediate and dynamic way.
For the digital strategy during the event this year, the companybet on an intensified live broadcast frequency, distributed across different formats, platforms, and strategic timesThe pro
