#Brazil #Curitiba #Malbec #O Boticário #Kaká

Kaká: The New Face of Malbec by O Boticário

In a momentous announcement for both the fragrance industry and the world of sports, O Boticário, the beloved Brazilian fragrance brand, has appointed Kaká, one of the most distinguished footballers globally, as the new global ambassador for its iconic Malbec fragrance. This decision comes at a pivotal time for international football, where the sport’s influence on culture is at an all-time high. This partnership not only underscores the brand’s strategy to cement its premium positioning but also aims to broaden its international footprint.

Kaká, whose illustrious career is marked by accolades and victories, perfectly embodies the essence of the modern man that Malbec seeks to represent. With a presence in four continents including Portugal, Colombia, the UAE, and the USA, Malbec enjoys strong brand recognition, much like Kaká himself. Through his inspirational journey, Kaká reflects the values of confidence, authenticity, and sensitivity—traits that resonate with contemporary men building their own narratives in life.

Carolina Carrasco, the Brand and Communication Director at O Boticário, explained the significance of this partnership: “Malbec is not just a legendary brand; it is a leader in Brazilian perfumery. With over 20 years of history, it stands on the pillars of achievement, elegance, intensity, and legacy. In this new era for Malbec, we sought an ambassador who would capture this legacy within the dynamic world of football, aligning our brand with the cultural momentum of the sport.”

Kaká expressed his enthusiasm, saying, “I have always seen Malbec as a fragrance that conveys personality and confidence. Being part of this new phase, particularly in an international campaign, feels like representing our country in a different light.”

The collaboration consists of an expansive communication strategy that will continue throughout 2026, reinforcing Malbec’s premium positioning. This initial phase includes a grand campaign featuring a film, a significant event, and a robust social media presence, all aimed at launching the new Malbec Black Legend fragrance.

O Boticário is not just any cosmetic company; it has been a respected name in Brazil since its inception in 1977 in Curitiba, Paraná. Today, it operates the largest beauty and wellness franchise network in Brazil, with outlets in over 1,650 cities and a presence in 15 countries. The company offers a wide range of fragrances, makeup, and personal care products available through physical stores, direct sales, and e-commerce channels. Notably, O Boticário is committed to sustainability, operating the largest reverse logistics program in Brazil, and participates in social movements promoting inclusive beauty.

As O Boticário moves forward with its collaboration with Kaká, it is clear that this partnership aims not only at reinforcing brand loyalty among existing consumers but also at engaging new audiences. With Kaká's global appeal and the brand's established heritage, the future looks promising for both partners in the fragrance industry. Men everywhere can look forward to experiencing a new level of elegance and confidence through the scent of Malbec, inspired by the journey of a football legend.

This collaboration marks a significant step towards connecting everyday achievements and the essence of personal care in a contemporary setting, paving the way for a fragrant future filled with ambition and inspiration.