There was no specific language for communicating with catalog sales channel resellers, nor anything that would set the brand apart from its competitors. It was urgent and necessary to translate a value proposition for this audience in a clear and concise way, creating a differentiation from the competition and making the brand relevant to its current and potential resellers.
To solve this problem, we looked for the customer’s main attributes: everything that would make a difference when choosing a brand to resell, and translated it into a clear and strong message. We also defined how this message would reach the target audience so that O Boticário could position its brand more effectively in the European market.
Research has shown us that there are various profiles of resellers. We have resellers focused on reaching the top 10, those who are already there, others who sell to family, those who buy only for themselves, those who even risk selling other brands, the exclusive ones, those who have been resellers for 8 years, and those who have been resellers for 3 months…
But it’s unanimous: all resellers have MANY SIDES, many faces. The friend side, the mother side, the wife side, sister, daughter, homemaker, studious, dreamer, the fighter side. They are women who occupy different roles in their lives. Just like most women in the world.
But we understand that ALL of them connect through one special side:
The Boti side is the version that allows Resellers to be who they are, each in their own way. It is the side that brings care and love to each sale, that is passionate about what it does. That always wants to go further, that delights with the most beloved products. It is the side that brings beauty to the world.
It shines, it makes money, it earns more, it makes me proud, it enchants, it has +400 products, everyone loves it.
The soft launch of the concept My Boti Side took place at an event for the brand’s resellers—an exclusive convention for the catalog sales channel.
Different pieces and formats were presented, addressing the concept and exploring the “Boti Side” of each participant.
These reinterpretations encompassed various aspects of visual and verbal language, such as the field of color and message hierarchy, establishing unique characteristics derived from the “bellies” of the letter “B” — we appropriated the rounded corners of stamps and tags.
Another new feature in the language guide was the development of a modular application grid, favoring developments and preserving spatial distribution rules in the composition of layouts.
In the semantic field, the challenge was to deliver 4 different guidelines for using verbal language to connect and engage audiences with different experiences with direct sales, from beginner resellers to higher category resellers.
One of the key ingredients for the success of the concept “My Boti Side” was the Photography Direction Guide.
Aligned with the concept, we directed the images toward humanizing the brand, always featuring characters alongside scenes and elements, reinforcing the message that the reseller is not alone when choosing to be part of the Boti resale team.