In a grand holiday production, Boticário shines a light on the act of caring for loved ones as a natural part of life’s journey

The campaign sparks meaningful conversations about the challenges families face when the roles reverse, and they must care for those who once cared for them

O Boticário, a Brazilian cosmetics company voted the best brand for holiday gifting*, invites reflection on the act of caring for loved ones as a natural part of life’s journey in its new Christmas campaign. Titled “Casa de Vidro” (Glass House), the campaign presents the largest audiovisual production in the brand’s history and portrays the challenges many Brazilian families face when children assume the role of caregivers for their aging parents.

The campaign explores the emotional complexities of family dynamics. The film follows a family gathering for Christmas dinner, where two sisters share the responsibility of caring for their mother. Tensions rise as conflicts surface, and the metaphor of the “glass house” symbolizes the fragility of family bonds. A flashback to the sisters’ youth ultimately leads them to reconnect through cherished memories and affection, emphasizing the importance of family and the responsibility of caring for those who have always cared for them.

O Boticário’s holiday campaigns have always aimed to address social truths that resonate with Brazilian families. By conducting extensive research and social listening, the brand uncovers cultural tensions and challenges that it brings to life in campaigns designed to inspire engagement.

“This year, we identified the pressure and challenges when children become caregivers for their parents, and we saw an opportunity to depict this reality through our lens of love,” said Marcela de Masi, Executive Director of Branding and Communication at Grupo Boticário. “Our goal is to encourage family members to view this moment as an opportunity to redefine care as a natural part of life’s journey—a chance to practice the love we’ve received throughout our lives.”

The campaign also highlights the important role of caregivers and recognizes the challenges they face while underscoring the need to give back the love they’ve received from those who cared for the family throughout the years.

“Casa de Vidro” is the brand’s largest production to date, created by AlmapBBDO in partnership with O Boticário and produced by MyMama Entertainment. The production process involved six months of in-depth research and discussions to define the campaign’s theme and tone, ensuring it resonated with cultural tensions. The campaign’s format is a high-production short film, lasting over four minutes, designed to engage viewers through a cinematic approach and deeper emotional connections.

The soundtrack features a snippet of Alanis Morissette’s “You Learn”, a deliberate choice to connect with millennials who grew up with the song in the 1990s. This demographic is the most likely to resonate with the campaign’s theme, as many are facing the challenges of caring for their aging parents.

The film will premiere on November 25th across O Boticário’s social platforms, followed by a 360° amplification strategy that includes a 60-second version airing during prime time on open TV and additional content on pay TV.

*Among fragrance, beauty, and cosmetics brands.

Source: AlmapBBDO

  Advertising, AlmapBBDO, Campaign, Christmas, Grupo Boticário, Marketing, MyMama Entertainment, O Boticário