#Brazil #São Paulo #Malbec #Kaká #Boticário

Kaká Takes Center Stage with O Boticário

In a remarkable move to elevate its global presence, O Boticário, Brazil's beloved fragrance brand, has appointed the legendary footballer Kaká as the new global ambassador for its iconic men's fragrance, Malbec. This partnership unfolds in a pivotal year for world football and aims to strengthen the brand's premium status while enhancing its international outreach.

Kaká, widely regarded as one of the greatest football players in history, brings with him a legacy of success and recognition that aligns perfectly with the essence of Malbec. As the brand expands its footprint to regions like Portugal, Colombia, the UAE, and the United States, Kaká's involvement promises to resonate with the brand's ambitions and audience across four continents.

Since its inception, Malbec has carved out a significant space in Brazilian perfumery, celebrated for its distinct character and compelling narrative that embodies conquest, elegance, and intensity. With over two decades of history, the fragrance stands out as a leader in its category. By appointing Kaká, O Boticário aims to draw on his illustrious career and personal qualities that inspire modern men to pursue their unique journeys with confidence and authenticity.

Carolina Carrasco, Director of Branding and Communication at O Boticário, pointed out that Kaká's noble achievements in the world of sports reflect the brand's commitment to excellence and luxury. “We sought an ambassador who symbolizes our legacy within the football realm and connects the brand with the cultural wave surrounding the sport,” she explained. Kaká’s journey transcends the football field; it has motivated countless individuals striving to realize their personal aspirations.

Kaká expressed his enthusiasm for this new role, stating that he has always perceived Malbec as a fragrance encapsulating distinct personality and confidence. His participation in this international campaign feels like a newfound representation of his country, portraying Brazil's rich cultural identity through the fragrance.

The announcement also marks the beginning of a comprehensive communication plan set to unfold throughout 2026. The branding initiative will kick off with a high-profile campaign, which includes a cinematic film, a launch event, and robust digital marketing strategies, all designed to strengthen Malbec’s position as a premium fragrance line.

O Boticário, founded in 1977, is a pioneer in the Brazilian beauty market, recognized for its innovative cosmetics and personal care products. With a commitment to sustainability, O Boticário operates Brazil's largest reverse logistics program aimed at recycling products and packaging. Its focus extends beyond just creating fragrances and cosmetics; the brand is dedicated to advancing social issues and creating inclusive beauty standards.

In a climate where personal care is becoming increasingly important, and consumers are challenged to identify with their chosen brands, partnering with a figure like Kaká not only aligns O Boticário with high standards of excellence but also reflects the values and aspirations of contemporary consumers—men who are not afraid to embrace their softness while exuding strength and confidence in every aspect.

As the campaign progresses, O Boticário and Kaká will continue to engage audiences through various channels, leaving a lasting impression in the fragrance world and solidifying Malbec's status as not just a scent, but a lifestyle statement.