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%, driving a significant growth of 42% in e-commerce sales compared to the previous year’s edition. Additionally, emphasizing the integration between content and conversion, the Group 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 experiencing consistent and accelerated growth. In 2024, just two years after its launch, the initiative’s revenue was already seven times higher than that of its debut year, solidifying itself as one of the key digital sales pillars of the Group. In 2025, sales through the social commerce channel during the Beauty Days campaign grew by 65% compared to the previous year’s campaign, highlighting the strategic role of this method in the company’s digital performance.
This year, Grupo Boticário’s strategy was to position the campaign ‘Dias de Beleza’ between two of the main retail dates – Mother’s Day and Valentine’s Day – taking advantage of the consumer’s increased interest in gifts and personal care during this period. This choice differs from the previous edition, held in August, and proved to be successful: sales via social commerce recorded a 649% growth 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 study, the global social commerce market is projected to reach $1.2 trillion by the end of 2025, reflecting the increasing consumer adoption of interactive and live shopping platforms. Seizing this growing trend, Grupo Boticário saw an opportunity to expand its operations and further connect its products with the audience in an immediate and dynamic way.
For the digital strategy during this year’s campaign, the company focused on an intensified frequency of live streams, distributed across different formats, platforms, and strategic times. The pro
